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.
Marcus Rashford and Kim Kardashian attract distinct audiences shaped by their careers. Rashford’s followers are primarily young adults and families, especially in the UK, who are passionate about football and social causes like child poverty. His content appeals to sports fans, activists, and those who admire his philanthropy. In contrast, Kardashian’s audience, mostly young women aged 18-34, is global and focused on beauty, fashion, and celebrity culture. She resonates with those inspired by her lifestyle, business ventures, and trends. Both attract social media-savvy users, but Rashford’s content connects with socially-conscious individuals, while Kardashian’s appeals to aspirational followers seeking glamour and entrepreneurship.
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 engage with fans by sharing personal stories, advocating for social causes, and maintaining direct communication. He connects with followers by being authentic, sharing his background and challenges, which makes him relatable. Rashford also uses his platform to champion causes like free school meals for disadvantaged children, encouraging fans to join his mission. He actively interacts with followers by responding to comments and sharing fan stories, creating a sense of community. By offering behind-the-scenes glimpses into his life, he makes fans feel part of his journey, strengthening their connection to his brand.
3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have?
Instagram engagement rate measures the level of interaction (likes, comments, shares) a post receives relative to the number of followers. It is calculated by dividing the total interactions by the number of followers, then multiplying by 100 to get a percentage.
Marcus Rashford’s engagement rate is around 2-3%, which is strong for a public figure, especially with content focused on activism and social causes. Kim Kardashian’s engagement rate is typically between 1-2%, which remains impressive considering her massive following of over 300 million. Despite the size of her audience, both celebrities maintain high engagement, with Rashford’s content on social issues often driving more interaction.
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).
Rashford’s relatable person posts may include family moments or community work. His campaigner posts focus on social causes like free school meals, while celebrity posts often feature football matches or events. Kardashian’s relatable person posts showcase family time, while her campaigner posts highlight her criminal justice reform efforts. For brand promotion, look for posts about her businesses, like SKIMS or KKW Beauty. These posts represent the different sides of their public personas.
6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be
Marcus Rashford:
Preferred Reading: Supporters of Marcus Rashford would interpret his online presence as a positive, empowering force. They would see him as a role model who uses his platform to advocate for social change, particularly his campaigns on child poverty and free school meals. His engagement with fans, his humility, and his activism are viewed as genuine efforts to make a real difference. These followers would view Rashford as a hero, someone who is making impactful contributions to society beyond his career in football, reinforcing values of compassion, fairness, and social justice.
Oppositional Reading: Critics might interpret Rashford's activism as self-serving or dismiss it as politically motivated, questioning whether he is using his platform for personal gain or to advance a particular agenda. Some might argue that his involvement in political issues like child poverty is outside the scope of his role as a footballer, viewing it as inappropriate or out of touch with the realities of everyday life. These critics may also accuse him of being disconnected from the average person's struggles or feel that his celebrity status overshadows the importance of the issues he raises.
Kim Kardashian:
Preferred Reading: Fans of Kim Kardashian would view her online presence as an aspirational model of success. Her glamorous lifestyle, business ventures (like SKIMS and KKW Beauty), and family moments resonate with those who admire her ability to balance personal life with entrepreneurial success. Supporters would interpret her brand as empowering, seeing her as a savvy businesswoman who has built an empire from her own image and hard work. They might also appreciate her growing involvement in criminal justice reform, viewing it as evidence of her personal growth and social consciousness.
Oppositional Reading: Critics of Kardashian may see her online presence as superficial or materialistic, focusing on luxury, beauty, and fame without addressing deeper societal issues. They might accuse her of promoting unrealistic beauty standards and consumerism, which could be harmful to followers, especially young women. Some might also view her criminal justice reform efforts as performative, seeing her actions as a way to gain attention or maintain her celebrity status rather than effecting genuine change. Critics may feel that Kardashian's online persona is out of touch with the realities faced by ordinary people.
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 a net worth of around $80 million, with earnings from his football career, sponsorships, and brand collaborations. His online presence, centred on activism, helps him secure deals with brands aligned with his values, generating additional income. Kim Kardashian, with a net worth of $1.8 billion, makes money through her businesses like SKIMS and KKW Beauty, as well as paid partnerships and endorsements. Her vast Instagram following plays a crucial role in promoting her products and securing lucrative deals, making her online presence a key driver of her wealth.
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, as well as charity organizations. Brands likely want to be linked to him due to his strong public image as a socially conscious athlete, particularly his work on child poverty and social justice, which resonates with their values of inclusivity and community engagement. Kim Kardashian, on the other hand, works with SKIMS, KKW Beauty, Balenciaga, and Estée Lauder. Companies are drawn to her because of her massive social media influence, aspirational image, and business acumen. Her ability to drive consumer behaviour and generate trends makes her a valuable asset for brands aiming to reach a global audience.
3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?
Twitter (now X) is owned by Elon Musk, who acquired it in 2022 for $44 billion. X earns mainly through advertising and subscriptions like Twitter Blue. In 2022, it reported a $221 million loss due to declining ad revenue and acquisition costs. Instagram, owned by Meta, generates revenue through ads and e-commerce, contributing to Meta’s $116.6 billion revenue in 2022. Meta’s total operating income was $23.2 billion, with Instagram being a key profit driver.
4) What are the worries about Instagram’s negative effects?
Concerns about Instagram's negative effects focus on its impact on mental health, particularly for young users. The platform's emphasis on appearance and social validation through likes, comments, and follower counts can foster body image issues, anxiety, and depression. The curated, often idealized content leads to unrealistic comparisons, which can harm self-esteem. Additionally, addiction to scrolling and the constant pressure to maintain a polished image can disrupt real-world relationships and productivity. Instagram’s algorithm also amplifies polarizing content and may contribute to echo chambers, limiting exposure to diverse perspectives. Overall, critics worry that Instagram’s focus on aesthetics, perfection, and social validation may negatively affect users' mental well-being, particularly younger, impressionable audiences.
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 through content moderation, reporting tools, and artificial intelligence (AI) to detect harmful language, harassment, and hate speech. However, many platforms, including Instagram and Twitter/X, struggle with effectively curbing abuse, especially targeted towards high-profile individuals. Marcus Rashford has drawn attention to online abuse due to the racial abuse and hate he received after missed penalties in football matches, using his platform to speak out against racism and encourage better protection for users. His activism has brought greater focus on the issue of online hate, leading to increased calls for stricter regulations and more robust moderation. In the future, we may see stronger government regulations, AI-powered moderation, and more transparent reporting processes as platforms aim to create safer, more accountable online spaces.
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, requiring tech companies to protect users from harmful content, particularly targeting hate speech and online abuse. Key changes include a duty of care for companies, enhanced protection for children through age verification, and a balance between freedom of expression and safety, with Ofcom overseeing compliance. However, regulating the internet is challenging due to its global reach, the constant creation of new platforms, and difficulties in defining harmful content without restricting free speech. The scale of online activity and differing cultural standards add further complexity.
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