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 - gender: male
Age:15-30
class: working
Kim Kardashian - gender: female
Age: 18-30
Class: Upper and middle
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?
Talks to them directly
Includes products he thinks they should buy
Includes pictures of him helping communities
3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have?
An Instagram engagement rate measures how actively an audience interacts with content through actions like likes, comments, shares, and saves.
Marcus Rashford has an average engagement rate of approximately 3.05% to 3.38%. This is considered a high engagement rate, especially for an account with over 17 million followers, where rates typically average between 1-3%.
Kim Kardashian has an average engagement rate of approximately 0.15% to 0.27%. This rate is typical for mega-celebrity accounts (over 300 million followers), which generally see lower engagement percentages due to their massive audience size.
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).
I cant
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.
Info - Kim - find out about her life
Marcus - find out about his life and career
personal relationship - Kim - may support her journey
Marcus - May support his team
personal identity - Kim - may use her brand
Marcus - may support his team
Diversion - Kim - her life is dramatic and entertaining
Marcus - he plays football which is considered entertaining
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): Inspires paople and makes a positive change to the wold and people lives
- Oppositional reading (people who criticise Rashford/Kardashian): Makes people feel insecure about their bodies talents and athletisism
Industries
1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money?
They can use monitorisation, be sponsored and sell their own brand
2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?
Rashford - Manchester united team, Barcelona team, england team
Kim Kardashian - The kardashians, the Jenners, Balenciaga, Kanye west
3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?
Instagram
Owner: Meta Platforms (formerly Facebook)
How it makes money: Primarily through advertising on the platform. Meta also generates revenue from its other platforms and products.
2023 Profit:
Meta does not report profit for Instagram on a standalone basis, so a specific profit figure for the platform is not available.
Meta's overall profits are reported for the parent company, Meta Platforms, which includes revenue from Facebook, Instagram, and other products and services.
Twitter/X
How it makes money: Primarily through advertising, but also through subscriptions (X Premium), Ticketed Spaces, Tips, and data licensing.
2023 Profit:X Corp. reported a sharp decline in UK revenue and profit for the year ending in 2023, a year after Elon Musk acquired the company.
Overall UK revenue was £69.1 million, down from £205.3 million in 2022.
Profit was £1.2 million, down from £5.6 million in 2022.
The company cited a decline in advertising spending due to concerns about brand safety and content moderation.
4) What are the worries about Instagram’s negative effects?
People self confidence in their body and image
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?
They block users and delete comments once they are reported or seen by their workers.
A lot of people see the hateful posts before they are blocked or deleted.
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 Online Safety Act 2023 (the Act) is a new set of laws that protects children and adults online. It puts a range of new duties on social media companies and search services, making them more responsible for their users’ safety on their platforms. The Act will give providers new duties to implement systems and processes to reduce risks their services are used for illegal activity, and to take down illegal content when it does appear.
The criminal offences introduced by the Act came into effect on 31 January 2024. These offences cover:
- encouraging or assisting serious self-harm
- cyberflashing
- sending false information intended to cause non-trivial harm
- threatening communications
- intimate image abuse
- epilepsy trolling
These new offences apply directly to the individuals sending them, and convictions have already been made under the cyberflashing and threatening communications offences.
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