Blog tasks: Marcus Rashford CSP

 Language

1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages. 

  • Logo/brand identity
  • Navigation – menus
  • Central image
  • Multimedia features – e.g. video 
  • Social media links / integration


2) How does his website promote the Marcus Rashford brand?

Wrote an open letter to MPs which he broadcast on social media, urging them to #maketheturn. The Co-op campaign, with Rashford front and centre, raised more than £20m and provided food for over 4 million children – more than 10 times the initial target.


3) What connotations can be be found in the homepage for Marcus Rashford's website (you can mention either the old or new homepage)?

  • Logo/brand identity
  • Navigation – menus
  • Central image
  • Multimedia features – e.g. video 
  • Social media links / integration

4) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? Give at least three examples of different posts / images / design from his social media. 

  • Logo/brand identity
  • Bio (personal details/information)
  • Profile image

Audience

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

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?

strong personal brand that merges different genres – footballer, campaigner / activist, influencer and celebrity.

His online presence – particularly video content – emphasises his working class background, how hard his mum worked as a single parent and his own positive attitude towards hard work. This creates a narrative of success against the odds. He then uses this to drive his campaigning work on food poverty and reading as well as his commercial endorsements.


3) What is Marcus Rashford's Instagram engagement rate and what does this tell us? 


Instagram engagement rate is a measure of how much audiences engage with posts (e.g. likes, comments). An engagement rate of 1-3% is considered good and anything 6%+ is extremely high.

Marcus Rashford’s power as an influencer is shown by his engagement rate of 6%.


4) Go to Marcus Rashford's Twitter or Instagram account. Find and screenshot/link three tweets/posts that show the different aspects of his brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity footballer (e.g. awards ceremony or fashion).





5) What audience pleasures are provided by Marcus Rashford's online presence? Try and apply Blumler and Katz's Uses and Gratifications theory here.

VISCERAL PLEASURE
VICARIOUS PLEASURE 
VOYEURISTIC PLEASURE

Industry

1) What is Marcus Rashford's net worth and how does his online presence help him to make money? 

£65 million / $80 million. His sponsors. Companies he promotes but also his audience and the campaign he has made



2) What charities and companies/brands is Marcus Rashford associated with? Why might they want to be linked to the Rashford brand?

Nike

London Youth and Norbrook Youth Club

3) Research Twitter and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?

Elon musk owns Twitter and he made $44Billion

The company Meta own Instagram and have made $116.6 Billion

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

Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems. 


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