OSP: Audience and Industries

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 Audience


1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.

Kim Kardashians target audiences are mainly people between the ages 15-30 to promote her makeup line and clothing brand. 

Marcus Rashford target audience is mainly kids and older people who love football and kids who read. 

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?

He posts about his journey with his charity work and want people to get involved in it to help him to support the charities. He is very transparent with his followers.  

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

The percentage of followers who interact with your content. 

Marcus rashford : 3.05-3.38%

Kim Kardashian : 0.15-0.50% 

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. 

With Rashford its personal relationships he is very close with his fans being very transparent so that his fans know he is telling the truth and be fully honest with them so this way the fans feel really connected with him. 

Kim Kardashian offers Escapism her fans can experience the life of wealth and glamour through her posts and also her families brand of selling their clothes making the fans feel close with the star. 

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): rashford: he is a nice give giving to charity and spreding joy to everyone around him. Kim: she is just a women trying to promote and give advice. 

Oppositional reading (people who criticise Rashford/Kardashian): Rashford: Because of his charity work it makes him more popular because of his honesty. Kim: She just there selling her stuff and only thinking about money and thats all 



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: £60 million. He collabs with brands and other teams wanting to recruit him helps him make money 

Kim K: $1.7 billion. She collabs and promotes other brands and also does ads for them aswell. Also she promotes her own brands which make millions every year

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

Rashford : Burberry , NatWes, Levis and Nike 

Kim k : SKKN , SKKY partners , SKIMS and the Kardashians 

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 : before owned by Jack Dorsey and now owned by Elon musk. Total revenue $3 billion. 

Instagram : In 2012 it was bought by facebook. Total revenue $61 billion 

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

As 40% of the users are under the age of 23 it affects their mental health especially teenage girls about their insecurities.  

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?

Platforms are regulated by OFCOM and if they do anything wrong they can get fined by them . Platforms also have to pay ofcom to regulate them.

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.

The European union created DSA and DMA to look after people not being attacked online 

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