OSP: Rashford & Kardashian Audience and Industries

 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’s online content targets football fans, socially conscious individuals, and young people interested in fitness and activism. His audience includes both males and females, mainly aged 13–40, who value sports, community welfare, and inspiration.  

Kim Kardashian’s content appeals to young women aged 18–40, interested in fashion, beauty, and luxury lifestyles. Her audience is global, trend-focused, and motivated by glamour, self-expression, and celebrity culture. Both have distinct audiences based on their values and interests.

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 share football updates and support causes like fighting child hunger. He connects with fans through comments and thank-you posts, making them feel involved and appreciated.

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

Instagram engagement rate shows how much followers interact with content through likes, comments, and shares. Marcus Rashford has an engagement rate of around 2.90%, which is considered good and shows strong interaction with his audience. Kim Kardashian’s engagement rate is about 0.33%, which is lower but common for accounts with very large followings.

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).

Marcus Rashford’s posts show his brand as a relatable person sharing personal moments, a campaigner supporting social causes like child hunger, and a celebrity celebrating achievements in football. Kim Kardashian’s posts highlight her as a relatable mom sharing family life, a businesswoman promoting her SKIMS brand, and a celebrity attending high-profile events.

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’s online presence offers several audience pleasures based on Blumler and Katz's Uses and Gratifications theory. His posts provide information on social causes, social interaction through engagement with fans, personal identity by inspiring young people, and entertainment through sports updates. Similarly, Kim Kardashian’s content offers information on beauty and fashion, personal identity by serving as a role model for success, social interaction with her followers through glimpses of her personal life, and escapism into a luxurious world. Both cater to a variety of audience needs, from inspiration to entertainment and connection.

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): 

According to Stuart Hall's Reception Theory, Marcus Rashford’s online posts have different interpretations. Supporters see him as a positive role model and admire his efforts to help with social causes. Critics think he should focus more on football and feel his activism is too political. For Kim Kardashian, her fans see her as successful and empowering, especially for women, while critics think she promotes unrealistic beauty standards and materialism. Both Marcus and Kim have different meanings for different people, depending on their views.

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 around $25 million, mainly from his football career and brand endorsements. His online presence helps by promoting social causes and attracting partnerships, boosting his income.  

Kim Kardashian’s net worth is about $1.7 billion, earned through her businesses like KKW Beauty and Skims, as well as her social media promotions. Her online presence helps her engage with followers, market products, and maintain her celebrity status, which increases her earnings.

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

Marcus Rashford is associated with brands like Nike, Burberry, and McDonald's, which align with his positive public image, athleticism, and activism. These brands want to be linked to him because of his influence on young audiences, his commitment to social causes, and his strong, family-friendly image. On the other hand, Kim Kardashian partners with companies like Skims, KKW Beauty, and Balenciaga. Brands choose her due to her massive global influence in fashion, beauty, and lifestyle, as well as her ability to drive sales through social media. Her status as a trendsetter and her ability to reach millions make her a valuable marketing partner for many companies.

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

X (formerly Twitter) is owned by Elon Musk, who bought it in 2022. In 2023, it made $3.4 billion, mostly from advertising, though revenue has declined since Musk’s takeover. Instagram is owned by Meta (formerly Facebook), and in 2023, it generated $49.8 billion in revenue, primarily from advertising. Both platforms make money mainly through ads, but Instagram continues to perform better financially than X.

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

Instagram has several negative effects, especially on mental health. It can cause anxiety, depression, and low self-esteem, particularly among teens, due to pressure to look perfect. The platform also promotes unrealistic beauty standards, leading to body dissatisfaction. Its addictive nature can lead to too much screen time, affecting sleep and productivity. Cyberbullying and harassment are problems too, hurting people's emotional well-being. Finally, Instagram can spread false information, which can influence how people think and act.

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 manage online abuse by using algorithms to find harmful content, allowing users to report abuse, and setting rules to remove offensive posts. Marcus Rashford has spoken out about the racist and harmful comments he’s received, calling for better protection online. His efforts have helped bring attention to the issue. In the future, social media may use better technology to detect abuse and make it harder for people to be anonymous, improving safety for users.

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.

In 2022, the UK introduced the **Online Safety Bill**, aiming to better regulate the internet and protect users from harmful content. Three key changes include stronger protection for children by blocking access to harmful material, a crackdown on illegal content like hate speech and harassment, and more transparency from platforms about how they handle harmful behavior. However, regulating the internet is difficult due to its vast and ever-changing nature, with platforms operating globally and users often sharing content anonymously. Additionally, different countries have different laws, and harmful content can be interpreted in various ways, making it challenging to enforce consistent rules.