OSP: Rashford & Kardashian - Audience and Industry

 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 target audience for Marcus Rashford's online content includes 

football fans, young people, and those interested in social justice and food poverty, while Kim Kardashian's audience is broader, encompassing fashion and beauty enthusiasts, entrepreneurs, and fans of reality TV and celebrity culture. Demographically, Rashford's audience may lean towards younger males and those in the UK, while Kardashian's spans various ages, genders, and locations globally. Psychographic ally, Rashford’s audience values social causes, athletic achievement, and community support, whereas Kardashian's audience seeks inspiration in lifestyle, business, and self-brand building 

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 engages fans and makes them feel part of his brand by using authentic storytelling, offering clear calls to action in his social campaigns,and providing direct interaction and amplification 

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

Marcus Rashford has an engagement rate of approximately 3.05% to 3.38%

Kim Kardashian has an engagement rate of approximately 0.15% to 0.50%

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. 

Kim Kardashian's online presence, heavily focused on lifestyle, beauty, and commerce, primarily provides pleasures related to escapism and parasocial interaction

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

A preferred reading of Marcus Rashford would see him as a social activist and national hero for his anti-poverty campaigns, while a preferred reading of Kim Kardashian would see her as a successful entrepreneur and reality TV star

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 has an estimated net worth of around £60-65 million ($75-80 million) while Kim Kardashian has an estimated net worth of approximately $1.7 billlion 

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

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

 Last year (2024), X reported a significant drop in revenue and profit, while Instagram contributed significantly to Meta's 2023 revenue, which was around $134.9 billion, though final 2024 profits for Instagram as a separate entity are not fully public. 

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

Worries about Instagram's negative effects include its impact on mental health, with links to increased anxiety, depression, and loneliness, particularly among young people. It can also negatively affect body image due to the constant exposure to idealized and often manipulated content, leading to lower self-esteem and perfectionism.

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 technology and human moderation to manage online abuse, but the effectiveness is limited due to issues like anonymity and the difficulty of interpreting context Marcus Rashford has drawn attention to this problem through his personal experiences with racist abuse, highlighting the inadequacy of current measures and advocating for stricter consequences, like account deactivation, 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.

online safety, content moderation, and accountability for digital service providers, particularly large platforms. It aims to protect users' fundamental rights, provide mechanisms for reporting illegal content, and enforce transparency about issues like algorithmic recommendations.