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.

Demographics:
Marcus Rashford primarily targets younger audiences, particularly teens and young adults interested in sports, especially football. His content may also appeal to parents and educators due to his advocacy for children’s welfare. Kim Kardashian attracts a diverse demographic, including millennials and Gen Z, with a focus on women aged 18-35 who are interested in fashion, beauty, and lifestyle.

Psychographics:
Rashford’s audience values social justice, health, and community engagement. In contrast, Kardashian’s followers often seek aspirational lifestyles, celebrity culture, and beauty trends.


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 effectively engages with fans through authentic storytelling, sharing personal experiences, and advocating for social causes. He uses platforms like Twitter and Instagram to provide updates on his football career, interact directly with followers, and promote charitable initiatives. By showcasing his personality and values, he fosters a sense of community among fans, making them feel integral to his brand.


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

Marcus Rashford’s power as an influencer is shown by his engagement rate of 6%.

Kim Kardashian's engagement rate is lower at 0.33% but she has over 350 million followers so can still reach and engage with huge audiences.

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: His online presence provides information and social interaction, particularly through advocacy for child food poverty, fulfilling the need for personal identity and social connection.

Kim Kardashian: She offers entertainment and escapism through lifestyle content and fashion, catering to audiences seeking diversion and aesthetic pleasure.

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): 

Preferred Reading of Marcus Rashford and Kim Kardashian’s Online Presence:
Supporters view Rashford as a champion for social justice, particularly in combating child food poverty, while Kardashian is seen as a powerful influencer advocating for criminal justice reform and mental health awareness.

Oppositional Reading of Marcus Rashford and Kim Kardashian’s Online Presence:
Critics argue that Rashford’s activism is performative and question the sincerity of his motives, while they see Kardashian’s influence as superficial, prioritizing fame over genuine societal impact.

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 at around $80 million, while Kim Kardashian’s net worth is approximately $1.8 billion. Their online presence significantly boosts their income through brand endorsements, social media promotions, and personal ventures. Rashford leverages his platform for charitable causes and partnerships, while Kardashian capitalizes on her vast following to market her beauty and fashion brands, driving substantial revenue.

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

Marcus Rashford is linked to brands like Nike, McDonald’s, and Pasta Evangelists, leveraging his influence to promote social causes, particularly in combating child food poverty.

Kim Kardashian is associated with brands such as Skims, Kylie Cosmetics, and Balenciaga, using her celebrity status to drive fashion trends and beauty products.

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

Ownership: Twitter, now rebranded as X, is owned by Elon Musk. Instagram is owned by Meta Platforms, Inc., which also owns Facebook.

Revenue Generation: Both platforms primarily generate revenue through advertising. They offer targeted ads based on user data.

Profit: In 2022, Meta reported a profit of approximately $23 billion, while X’s financials are less clear post-acquisition but were estimated to be significantly lower due to restructuring costs.

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

Concerns regarding Instagram’s negative effects include increased anxiety, depression, and body image issues, particularly among adolescents. The platform’s emphasis on visual perfection can lead to unrealistic beauty standards and social comparison. Additionally,

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 employ algorithms, reporting systems, and moderation teams to combat online abuse. Marcus Rashford has highlighted the prevalence of racial abuse, especially towards athletes, advocating for stricter regulations and accountability.

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 Digital Services Act (DSA) was enacted in the EU, enhancing accountability for online platforms.

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