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's target audience is catered towards teenage boys and younger people. He wants to spread the message to all people but especially younger people. They would most likely enjoy sport, more specifically, football and they would most probably be in lower, middle classes.
Kim Kardashian's potential target audience could be younger teenage girls and young adults. They would most probably enjoy shopping and enjoy watching TV shows.

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 his followers and audience by retweeting it on twitter/X. He uses his Instagram to post his brand and he has adds of him playing football with children and inspiring them

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

Instagram engagement rate is a measure of how much audiences engage with the post, via likes and comments. An engagment rate of 1-3% is good and having anything +6% is very high and good.
Marcus Rashford: 6% but recently dropped to 3.2%
Kim Kardashian: 0.33% due to her high following 

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. 

Marcus Rashford:
diversion, sports related posts
surveillance, posts about his campaign
personal identity, people who are also in lower classes and are from Manchester
personal relationships, form relationships through shared priorities 

Kim Kardashian:
Diversion, Tv show on Hulu 
Surveillance, update about brand and brand promotion 
Personal identity, who enjoy shopping and are materialistic
Personal relationships, form relationships through shared enjoyment of stereotypical things females tend to enjoy   

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: everybody deserves equal opportunities and shouldn't be held back. KIM KARDASHIAN: her brands are high quality and are very worth the prices, 
  • Oppositional reading (people who criticise Rashford/Kardashian): RASHFORD: he is only doing this campaigning for self benefit and is only doing this for fame. KIM KARDASHIAN: she only focuses on profit and it scamming her eager audience.

Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money? 

Rashford's net worth is around £16million and Kim Kardashian's net worth is $1.7billion. Their online presence helps them to make money because they get money through adverts and promotional posts.

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

Rashford is associated with Nike and they are associated with hard work and perseverance, Rashford may want to be linked to this as it helps spread his message and views even further. Kim Kardashian is linked to "Beyond Meat" and "Hulu" and "her own mobile game" this promotes herself and she may want to be linked to it because it helps with her income and makes her seem like a better person. 

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 is owned by Facebook and Instagram's revenue was $61 billion. Facebook and Instagram are owned by a global conglomerate, Meta 

Twitter or X was started by Jack Dorsey in 2006. Its revenue is around $3 billion 

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

It suggests that it negatively impacts females mental health as is makes them grow increasingly critical of their own bodies. 

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?

By Ofcom's rules and regulations, you can get finned and the post will get taken down. Rashford says that it harms peoples confidence and even though it doesn't affect his that much, he knows teammates and family member that are.

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.

- Can face fines up to 6% of their global annual turnover.

- changes to tracking illegal content 

- online service providers have to assess risks associated to their services 


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