marcus rashford blog post

 Why study him? Marcus Rashford


1. 'Effective use' of social media
A model example of an influencer who uses platforms expertly and purposefully. 
Campaigner
Uses his platform for food poverty, homelessness and books-for-children campaigns - and has influenced government policy. 
2. Real-world impact
Influenced government policy (e.g. free school meals) and mobilised companies and individuals.
he paid for school meals to make them free for children so they could have lunch for free
3. Industry & regulation
Shows how platforms profit and why brands (Burberry, Aldi, Nike, Tesco) want to associate with him.
hes good with branding and advertising and also promoting other brands to increase the audience.

4. Activism, not just profit
He directs most effort to good causes rather than commercial gain - unusual for an influencer.
his intentions of being good and doing good are purely from his heart not for fame or popularity
5. Rich representation issues
Gender, ethnicity, age, class - a young Black working-class man as role model and campaigner.

6. A contrast to study
A useful contrast with Kim Kardashian's more commercial, materialistic online presence.
the contrast between Marcus Rashford and Kim Kardashian is that Kim Kardashian is world wide and more successful in terms of money and business and profit. Meanwhile Marcus Rashford is considered as a well known football player who is also charitable.
1. Open his official website (marcusrashfordofficial.com). Find ONE thing that is about FOOTBALL and ONE thing that is about CAMPAIGNING. What does this balance suggest about his brand priorities?

Language:

Analyse the website (or a page of it) using the denotation/connotation method, then judge its coherence.

1.  Write 3 things you DENOTE (literally see). the nike brand shoes hes wearing, low camera angle, medium close up.

2.  For each, write what it CONNOTES (suggests). 1. suggests he is promoting for the brand, 2.connotes power, 3.highlights the team he plays for.

3.  Identify ONE technical code and ONE genre (website) feature. one technical code is camera shots. one genre is colour scheme.

4.  Judge: Is the site 'bitty' or 'well-integrated and coherent'? Why - and what does that say about his brand? The site is well integregated and coherent because it is written in third person and is narrative and outlines his career succeses clearly.

5. Describe 3 differences between his website and his Instagram/Twitter (look / content / purpose). His twitter allows social interaction with his audience, twitter is short, snappy and often linked to recognisable stars, and twtter has a banner and profile picture to reinforce his page and let the audience know.

6. How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity? it reinforces his genuine character and authenticity.

Industry:

Imagine a brand (e.g. Burberry or Aldi) is deciding whether to pay Marcus Rashford to promote its products. Build the case.

1.  List 3 reasons it is in the brand's interest to associate with him. Because the brand wrote 'proud of this one', it means that they are impressed with his work and role, and because of synergy and how their brand is linked together.

2.  Explain HOW social media is used to make the association. By tagging his @ or email to promote him.

3.  Identify ONE risk to the brand if it goes wrong. The brand loses followers due to unplesent event.

4.  Decide: would you advise the brand to go ahead? Justify. Yes because certain audience would love the collab if they like both brands and it would increase the popularity

5. Investigate ONE brand linked with Rashford (Burberry, Aldi, Nike or Tesco). Why does that brand benefit from associating with him, and how is social media used to make the link? One brand link with Marcus Rashford is Nike. The benefits of this collaboration is that Nike gets more audience and costumers when Rashford promotes their football shoes . This is because the followers and fans of Rashford would be inspired to buy the shoes that he is wearing in the advert.

Audience:

Take one of his campaign posts and write all THREE readings of it.

1.  Preferred: what does he want you to think and do? He wants us to think that his marketing and campaigning is for a good cause.

2.  Negotiated: where might a follower half-agree? if its clear to see that his contribution to promoting  brands was simply to boost the audience population.

3.  Oppositional: how might a critic reject it? They might be against the brands and may not suit it.

4.  Which Uses & Gratifications need does this post serve best? Why do you believe this? this post uses branding and promotion to boost audience.

5.  Explain how his website's mode of address (style) speaks to BOTH football fans and campaign supporters.

Representation:

Choose a post/page from Rashford’s website (himself, a campaign, or fans).

1.  Selection: what is shown? What is left out?

2.  Construction: which media-language choices (Mise-en-scene, camera shots/angles, etc) build the representation?

3.  Stereotype check: positive, negative, or challenging a stereotype? (Consider stereotypes on all of CAGE) Justify.

4.  Describe one way he is represented positively and one stereotype he challenges.

5.  Evaluate: 'Rashford's online presence challenges negative stereotypes.' How far do you agree?

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