Marcus Rashford CSP

 Language

1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages.
- logo/brand identity. This is very important for all celebrities because it's unique and everyone has a unique signature.
- images and videos of Rashford. By images and videos it means him publishing many things like his book so that more people can see it.

2) How does his website promote the Marcus Rashford brand?

-Marcus Rashford's website promote his brands as there are links to his brands on his websites that take people to the website of his brands

3) What connotations can be be found in the homepage for Marcus Rashford's website (you can mention either the old or new homepage)?

On the new homepage he has a lot  of sports and athletic connotations as his home page is filled with football due to the criticism he received. On the old homepage he had professional and sophisticated connotations as the main image in his old homepage was him wearing a suit.    

4) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? Give at least three examples of different posts / images / design from his social media. 

- he promotes nike

- he promotes his books

- he has helped provide free school meals

5) How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?

Marcus has previously mentioned many times the story of his childhood and his mother as a single parent. He has used his platforms well on food poverty and helped children and many parents for when it was covid times during school. This creates a positive view of him as a person and a good attitude. This creates a narrative of sucess against the odds.

Representations

1) How does Rashford use different aspects of mise-en-scene (e.g. clothes/costume) to create very different representations of himself on his own website?

His old website he creates a professional representation as he wears a suit also presents himself as very confident. However in his new website he creates a positive and athletic representation of himself as the websites shows many football clips.

2) What representations of football or footballers can you find in Marcus Rashford's online presence? Does it reinforce or subvert traditional stereotypes of footballers?

There are many representations of footballers such as only caring about football, how they play and etc. Rashford subverts stereotypes of footballers as he also helps kids with literacy and cares about other stuff too.

3) What examples can you find of website pages, social media posts or aspects of the brand that create a positive representation of Marcus Rashford? You may wish to comment on his discussion of family or his campaigns - his page on the FareShare campaign website may help with this question.

Marcus Rashford has been an ambassador of FareShare since March 2020 and has helped them raise money for children. 

4) What representations of masculinity can you find in Marcus Rashford's online presence? Does this reinforce or challenge traditional gender stereotypes?

You can find confident and strong representations of Marcus Rashford's online presence. This reinforces traditional gender stereotypes as males were seen to be confident and strong. 

5) What representations of race/ethnicity can you find in his website or social media? Does this reinforce or challenge media stereotypes?

You can find positive representations of race/ethnicity in his website as he helps culture minorities and he is also presented as a confident and strong young black male. This challenge media stereotypes as people of colour are seen as weak. 

Audience

1) Who are the potential target audiences for Marcus Rashford's online content? Try and cover both demographics and psychographics.

His potential target audience could be young children as he makes books for them and also promotes hard work.

2) Marcus Rashford’s online presence is partly driven by his excellent use of social media. How does he use social media to engage with his fans and make them feel part of his brand?

He uses twitter to post his achievements and talks about how much he likes his supporters.

3) What is Marcus Rashford's Instagram engagement rate and what does this tell us? 

6%. This tells how much power he has as an influencer. 

4) Go to Marcus Rashford's Twitter or Instagram account. Find and screenshot/link three tweets/posts that show the different aspects of his brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity footballer (e.g. awards ceremony or fashion).

5) What audience pleasures are provided by Marcus Rashford's online presence? Try and apply Blumler and Katz's Uses and Gratifications theory here.

Personal relationships - People might know him from football so this helps his online presence since people already might support him.

6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford's online presence be?

• Preferred reading: Marcus Rashford wants to help kids achieve their dreams and wants them to be successful as him. Marcus Rashford also promotes literacy by publishing books for young children to read. 

• Oppositional reading: He only does 'work' whenever he is there with a camera and posts to make himself look good.

Industry

1) What is Marcus Rashford's net worth and how does his online presence help him to make money? 

net worth = around £16 million and his promotions help him like for example nike.

2) What charities and companies/brands is Marcus Rashford associated with? Why might they want to be linked to the Rashford brand?

Burberry, BT sport (TNT Sport), Coca-Cola and others. They might want to be linked to the Rashford brand as Rashford himself is hardworking young man who is promoting great things and helping society.

3) Research Twitter and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?

In 2020 their revenue was $3,72billion.

5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?

6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.