Audience
1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.
Kim Kardashian: she targets an older audience of middle and upper middle class.
Marcus Rashford: he targets a younger audience of children who read and enjoy football
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 interact with his football fans and he responds to comments and reposts fan videos.
3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have?
a percentage of your audience that interacts with your posts
marcus rashford has an interaction rate of 3.99% which is considered high.
kim karashian has an engagement rate of 1%
4) Go to Marcus Rashford and Kim Kardashian's X or Instagram account. Find and screenshot/link three posts that show the different aspects of their brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity (e.g. awards ceremony or fashion), Brand promotion (e.g. selling a product).
Kim Kardashian promotes herself and posts about her law journey and her daughter. Her profile is more glamorous and perfect than the average instagram user.
6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be?
- Preferred reading (people who support Rashford/Kardashian): rashford: hes a kind man who grew up unprivileged and now uses his platform for good
- kardashian: she is a woman helping and being an inspiration to young girls and helping young girls with fashion advice
- Oppositional reading (people who criticise Rashford/Kardashian): rahsford: hes doing charity for more fame and attention. it gets him more brand deals because it makes him seem like a good guy
- kardashian: she is greedy for money and takes advantage of her young audience
Industries
1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money?
marcus rashford: £65 million. marcus rashford promotes himself as a charity giving caring young man and that gets him more brand deals and partnerships
kim k: £1.5 billion. Her company is worth a lot. she promotes her makeup and uses other celebrities like sabrina carpenter to model her new clothes.
2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?
kim k: KKWK, SKIMS, KARDASHIAN BEAUTY, HOLLYWOOD
marcus rashford: nike, burberry, levis
3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?
elon musk and he earns $1 trillion
4) What are the worries about Instagram’s negative effects?
affecting mental health
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?
automated systems. marcus rashford has beena target to racial abuse and advocates for stricter policies.
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