OSP: Audience and Industries blog tasks

Audience

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

Marcus Rashford-

    • Young people, especially males, who are football fans.
    • Students and younger adults who are interested in social issues and activism.
    • People in the UK and other regions where football is a popular sport.
    • Individuals who value social justice, equality, and anti-racism.
    • People who are inspired by authentic, relatable stories of success and struggle.
    • Fans of sports, social activism, and positive role models.
    •  Kim Kardashian-
    • Young to middle-aged women (teens to 40s) who are interested in beauty, fashion, and lifestyle content.
    • Individuals who are interested in celebrity news and pop culture.
    • Fans of reality television and the "Keeping Up with the Kardashians" franchise.
    • People who are aspirational, seeking inspiration for their own style and home life.
    • Individuals interested in entrepreneurship, branding, and building a personal brand.
    • Consumers who are influenced by social media trends and endorsements in beauty and fashion. 

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?

when he talks about his personal lived experience of child poverty, which lends sincerity and credibility to his campaigns and when he goes out giving food to those who are struggling.

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

Instagram engagement rate is a measure of how much audiences engage with posts (e.g. likes, comments). An engagement rate of 1-3% is considered good and anything 6%+ is extremely high. 

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. 


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): 
  • Oppositional reading (people who criticise Rashford/Kardashian): 


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 has been estimated at around £16m (source: Sunday Times rich list). This includes:

  • £300,000 per week from Manchester United (£15.6m a year)
  • £2m endorsement deal with Nike
  • Additional deals with Burberry, Jaguar Land Rover, Coca-Cola and others

Kim Kardashian’s net worth has been estimated at $1.7 BILLION. This is from:

  • The Kardashians TV show on Hulu is a $100m deal
  • Her brands SKIMS, KKW Beauty and many more

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

for Rashford it helps spread his message and campaign (Nike)

for Kim Kardashian it gives her more money and more income( beyond me and her brands)

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

Twitter/X

  • Twitter was started by Jack Dorsey in 2006. It has over 500 million active users worldwide. 
  • Twitter’s revenue is around $3 billion. 
  • Twitter makes most of its money through advertising – promoted tweets or ‘trend takeovers’.
  • Marcus Rashford has 7m X followers, Kim Kardashian 75m. 
  • In 2022 Elon Musk bought Twitter for $44 BILLION and has since added controversial new features and renamed it X.


Instagram

  • Instagram is an image and video sharing site launched in 2010. 
  • In 2012 it was bought by Facebook for $1 billion. Facebook and Instagram’s parent company is now called Meta – a global conglomerate.
  • Instagram has over a billion active users worldwide and more than 25 million users in the UK alone.
  • Instagram revenue in 2023 was $61 BILLION.
  • Marcus Rashford has over 17m Instagram followers, Kim Kardashian 350m.

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

  • Over 40% of Instagram users are aged under 23.
  • Research suggests that Instagram is damaging to mental health – particularly for teenage girls.
  • Facebook’s own research suggested this – but they allegedly kept this secret.
  • The research suggested one in three girls felt bad about their bodies and Instagram made this worse. It is also linked to increased anxiety and depression.

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?

Social media platforms use a combination of automated systems and human moderators to manage online abuse, but the effectiveness is limited. Marcus Rashford drew attention to the issue after he and other England players faced racist abuse, highlighting the need for platforms to do more than just remove content after its posted, and calling for immediate account devotions for offenders.


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.

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