Marcus Rashford CSP - Audience and Industries

 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. He might be targeting people with traits of 'The succeeder'.

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 appreciates them for helping him. 

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.

Surveillance - We might learn more the bad things going on in the world and how we can help through his presence. In addition to that Marcus Rashford, has multiple books for young children to read.

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

• Preferred reading (people who support Marcus Rashford): 

He is positive guy to society and only wants the best for the people and wants to help make the world a better place for all of us. 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 (people who criticise Marcus Rashford): 

He is only posting the good charity work stuff to make himself look good and to make his online presence better. 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?

£16 million. His online presence helps him promote his brands.

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?

Twitter                                                                                                                                                             Owned by Jack Dorsey                                                                                                                                  Make the money through advertising - promoted tweets or 'trend takeovers'.                                             In 2020 their revenue was $3,72billion.

Instagram                                                                                                                                                        Meta owns Instagram                                                                                                                                     Their revenue in 2020 was $20billion

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

Some of the negative effects of Instagram is that it is damaging the mental health of teenage girls by making them feel bad about their bodies. 

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?

Many social media platforms have options to report people and block people if they are being online abused. Rashford might've drawn attention to this as he might be telling companies how there needs to be more online safety and he might be trying to help people who are being online abused BUT we can't forget that just because Rashford drew attention to this, he could be drawing attention to it to make his online presence look good. This might change in the future as companies might improve their online safety.

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.

By 2022, the government put out a Online Safety Bill. This includes:

• Sending threatening posts being punishable by jail sentences.
• Platforms like Twitter and Instagram having to actively prevent users seeing harmful material - or risk being fined by Ofcom.
• Platforms paying Ofcom to regulate their content.

It is difficult to regulate the internet because it is global, there is too much content and freedom of speech will be at risk.