OSP: Audience and Industries blog tasks

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 OSP: Audience and Industries blog tasks

Work through the following tasks to complete our OSP work:

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: Ages 8–40.

  • Demographics: Football fans, families, young children, adults, people interested in charity.
  • Psychographics: Supporters of equality, sports enthusiasts.

    Kim Kardashian: Ages 16–35.

    • Demographics: Young adults, beauty and fashion lovers, women.
    • Psychographics: People focused on beauty, glamour, luxury, and success.

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 interacts with fans through posts, replies, and stories.

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

Engagement rate = (Likes + Comments)

MR- 3.99%
KK - 0.5%

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).

  • Marcus Rashford:
    1. Relatable: Sharing family photos or stories about childhood.
    2. Campaigner: Posts about FareShare or other charity work.
    3. Celebrity: Photos at football events or awards.
  • Kim Kardashian:
    1. Relatable: Sharing family pictures with her kids.
    2. Brand Promotion: Posts about SKIMS or beauty products.
    3. Celebrity: Photos from red carpet events.
    • 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:
    • Personal Identity: Fans see him as a role model.
    • Surveillance: Followers get updates on football and charity work.
    • Social Interaction: Fans engage with him through comments and campaigns.
  • Kim Kardashian:
    • Diversion: Followers enjoy her glamorous lifestyle and entertainment posts.
    • Surveillance: Fans learn about trends in beauty and fashion.
    • Personal Identity: People may relate to her work as a successful businesswoman.

    • 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:
      • Marcus Rashford: A hero who uses fame for good causes, helping kids and charities.
      • Kim Kardashian: A successful businesswoman promoting beauty and fashion.
    • Oppositional Reading:
      • Marcus Rashford: Just a footballer using charity to gain attention.
      • Kim Kardashian: Promotes unrealistic beauty standards.

    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: Around £20 million. He earns through sponsorships, football contracts, and his online charity campaigns.
    Kim Kardashian: Around $1.7 billion. She earns from SKIMS, KKW Beauty, social media promotions, and partnerships.

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

  • Marcus Rashford: Nike, McDonald's (Free School Meals campaign). Brands want him for his positive influence and family-friendly image.
  • Kim Kardashian: SKIMS, Balenciaga, and KKW Beauty. Brands want her for her huge audience and influence in fashion and beauty.

    • 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/X: Owned by Elon Musk. Makes money from ads and subscriptions (X Premium).
  • Instagram: Owned by Meta (Facebook). Makes money through ads, influencer partnerships, and business promotions.

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

    Promotes unrealistic beauty standards

    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?

    Marcus Rashford highlights racism and online abuse in football. He pushes platforms to act faster.

    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.

    • UK’s Online Safety Act 2022.
    • Three Changes:
      1. Platforms must remove illegal content quickly (e.g., hate speech).
      2. Protect children from harmful content.
      3. Fines for companies not following the rules.
    • Why It’s Hard to Regulate:
      • The internet is global, laws are local.
      • Hard to monitor all content on massive platforms.
      • Balancing free speech and safety is challenging.

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