OSP: Audience and Industries blog tasks

OSP: Audience and Industries blog tasks

 Work through the following tasks to complete our OSP work: 

 Audience 

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

The potential target audiences for Marcus Rashford and Kim Kardashian's online content is young teenagers directly upon boys that idolise Marcus Rashford and boys who supports Manchester United. For Kim Kardashian online content, it's teenage girls who love to feel beautiful and to apply different types of makeup.
 
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?

Marcus Rashford uses social media to engage fans and make them feel part of his brand primarily through authentic social activism, direct communication and mobilizing collective action around shared values 
like fighting child food poverty and racism. 

 3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have?

  • Marcus Rashford: His average engagement rate is approximately 3.05% to 4.99%, which is considered high for an account of his size (over 21 million followers).
  • Kim Kardashian: Her average engagement rate is typically between 0.27% and 0.55%. 
 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).

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

Marcus Rashford
  • Personal Identity: Audiences connect with his journey as a young Black man, finding inspiration in his authenticity and resilience, seeing him as a relatable role model.
  • Information/Education: He educates followers on child poverty, food insecurity, and homelessness, using football analogies to make complex issues accessible and drive policy change.
  • Entertainment: Football content, match updates, and glimpses into his life provide standard celebrity/sports entertainment.
  • Social Interaction: Audiences engage by supporting his campaigns (free school meals), sharing messages of solidarity, and feeling part of a collective movement for social good.
E6) 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): Oppositional reading (people who criticise Rashford/Kardashian): 

  • Heroic Activist/Champion for the Underprivileged": Seen as using his platform for good, fighting child food poverty, inspiring change, genuine, humble, a role model, making a real-world impact beyond football.
  • Decoding: Messages align with societal values of altruism, social justice, and authenticity; he's fulfilling a moral duty.
 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's net worth is estimated to be around 
£60-65 million

Kim Kardashian’s net worth
$1.7 billion

 2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?

Marcus Rashford MBE, a professional footballer known for his social activism, is primarily associated with Nike and has had past partnerships with brands like Burberry, Nike And Adidas.

Kim Kardashian’s owns SKIMS ( CLOTHING BRAND FOR GIRLS)

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

Around 39 Billion 
Profit dropped to 20 Billion during 2023

 4) What are the worries about Instagram’s negative effects?

False accusations and news that may not rely fully on the situation. 

 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?

  • Technology: Algorithms detect offensive content, but struggle with nuance (e.g., emojis).
  • Human Moderation: Teams review flagged content, but it's slow and overwhelming.
  • User Reporting: Users flag abusive posts, triggering reviews.
 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. 

One change that the law may bring in

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