OSP: Language and Representation blog tasks
- Website features a dedicated section on his food poverty campaign with FareShare, reinforcing his role as a socially responsible celebrity.
- Posts on social media highlight his children’s books, such as You Are a Champion, showing his commitment to inspiring youth.
- Matchday posts on Instagram combine his sports success with captions about teamwork and perseverance, positioning him as a role model.
SKIMS Product Launches:
- Website homepage frequently showcases new collections, supported by Instagram posts featuring herself modelling the items.
Luxury Aesthetic:
- Social media features high-gloss images of Kim in exclusive settings, reinforcing her aspirational brand image.
Cross-Promotion with Media Ventures:
- Posts about The Kardashians series and behind-the-scenes content on Instagram direct viewers to her Hulu/Disney+ show.
Marcus Rashford’s online presence uses the narrative of his childhood upbringing to create a positive brand identity by emphasizing his journey from a disadvantaged background to becoming a successful athlete and philanthropist. He frequently references his experiences growing up in a low-income household, where food insecurity was a significant challenge, to connect with his audience on a personal level. Through his website and social media, Rashford highlights how these hardships shaped his advocacy for child food poverty, including his high-profile campaign for free school meals in the UK. By sharing stories about his mother’s sacrifices and her role in his success, he humanizes his brand and positions himself as a role model who uses his platform to give back to his community, inspiring others to overcome adversity and strive for positive change.
Marcus Rashford uses different aspects of mise-en-scène, such as clothing, settings, and locations, to craft representations of himself as a socially responsible athlete, a philanthropist, and an approachable role model. On his website and social media, his choice of clothing often reflects his dual identity—wearing sleek sportswear or Manchester United kits in football-related posts emphasizes his professionalism and athletic success, while casual attire in neutral tones during community engagements creates a relatable and grounded image.
Marcus Rashford’s website, social media posts, and brand initiatives create a positive representation of him through his focus on family, advocacy, and community impact. One notable example is his collaboration with FareShare, prominently featured on his website and in social media posts, which highlights his commitment to tackling child food poverty. His efforts led to millions of meals being distributed, earning widespread praise and positioning him as a compassionate leader. Additionally, Rashford frequently references his family in a positive light, particularly his mother, Melanie Rashford, whom he credits for inspiring his advocacy work. For instance, he shared heartfelt posts about his mother’s sacrifices during his upbringing, reinforcing his grounded and relatable persona. Social media posts also feature his children’s book series, You Are a Champion, which encourages young people to build self-confidence and resilience, further amplifying his role as a positive role model. These elements of his brand collectively portray him as not only a successful athlete but also a socially conscious individual dedicated to giving back to his community and inspiring the next generation.
Marcus Rashford’s online presence challenges stereotypes about masculinity, race, social class, and football by presenting a compassionate and multifaceted identity. He redefines masculinity by showing vulnerability, such as his dedication to tackling child poverty and his tributes to his mother’s sacrifices. As a Black British man, he counters stereotypes by using his platform to advocate for systemic change, positioning himself as a leader beyond football. By discussing his working-class upbringing, he connects with disadvantaged communities and breaks down class barriers. Additionally, he challenges the stereotype of the self-centred footballer by emphasizing teamwork and using his success for societal good.
Kim Kardashian's website and social media create a representation of celebrity that blends luxury, aspiration, and relatability. She is portrayed as a successful businesswoman, fashion icon, and influencer, with her high-end product lines like SKIMS and SKKN showcasing exclusivity and sophistication. Her social media, filled with glamorous photo shoots, family moments, and behind-the-scenes content, reinforces her status as a trendsetter while also giving glimpses into her personal life, making her seem more accessible. This combination encourages audiences to view celebrity as both an aspirational goal and something attainable through hard work, self-branding, and aligning with the right lifestyle and consumer products.
Kim Kardashian's online presence both reinforces and challenges gender stereotypes. She reinforces traditional stereotypes by emphasizing femininity through her glamorous appearance, fashion, beauty, and focus on motherhood, which aligns with societal expectations of women as caregivers and objects of desire. However, she also challenges these stereotypes by promoting entrepreneurship and business success through her ventures like SKIMS and SKKN, positioning herself as a powerful and savvy businesswoman. Additionally, her advocacy for criminal justice reform and support for various social causes defy the expectation that women in the entertainment industry should only focus on their looks, showcasing her as a multifaceted figure with influence beyond beauty.
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