language and representations-kim kardashian and marcus rashford

 Language

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

website conventions

  • login/account-Kim K and Marcus 
  • Homepage link-Kim K and Marcus
  • Search menu/navigation-Kim K and Marcus
  •  Logo/Brand-Kim K and Marcus

  • images/videos-Kim k and Marcus

social media conventions

  • profile picture-both
  • images/videos-both
  • verification symbol-both
  • self promotion-both
  • link to shop-both
  • followers-both

2) How does Marcus Rashford's website and social media promote his brand? Give at least three examples of different pages / posts / images from his website or social media

  • Book club-promotes his own books to get more children reading(in particular boys)
  • Political campaign-Rashford used twitter to challenge the PM(Boris Johnson)(free school meals)
  • FareShare charity work-creates a positive reputation and fits with his campaign

3) How does Kim Kardashian's website and social media promote her brand? Give at least three examples of different pages / posts / images from her brand websites or social media. 

  • "SKIMS""SKKN""SKKYPARTNERS"-allows fans to buy her brand-fashion or makeup
  • profile photo-reinforces stereotypes of women in media 
  • retweets-hyping up her own products and promoting her newest make-up product

4) How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?

It uses the narrative as Marcus Rashford makes it clear his only dream is to be helping others around him who really need it and him wearing a casual outfit strips away the rich footballer aesthetic

5) How does Kim Kardashian's website and social media promote other media products or websites using the Kardashian brand (e.g. Keeping Up With The Kardashians TV show)? 

Kim Kardashians background on Instagram  "The Kardashians" shows the collaboration with the big streaming brand "Hulu" which also promotes Kim Kardashians public figure


Representations

1) How does Marcus Rashford use different aspects of mise-en-scene (e.g. clothes/costume/ settings/locations) to create representations of himself on his website and social media? 

Marcus Rashford uses different aspects of mise-en-scene as he is promoted wearing a suit which shows class and straight sophisticated body language.On Marcus Rashford's website, his central image utilises a formal suit, with strong posture / pose accompanied by a low angle, creating a more sophisticated, powerful representation of him. His homepage uses multiple luxury brands in reference to Rashford, through D&G, Burberry, and Range Rover, creating a rich, wealthy representation of him. Furthermore, the image of Rashford wearing a Burberry scarf mimics the silhouette of a superhero wearing a superhero cape, reinforcing his brand identity as a hero to the working class. This representation is exemplified through his inclusion of an online book club. which aims to get children, specifically boys, reading in response to the national average decreasing, promoting his representation in supporting good causes. This is also done through the inclusion of a newspaper on his website discussing his open letter to the Prime Minister (Boris Johnson) on free school meals. On social media, his profile picture and banner reinforce his representation as a famous footballer, also done through his bio, which references the football club 'Manchester United.' His quote retweet of a post about aiding young people creates the representation of Rashford as a supporter of good causes.



2) What examples can you find of website pages, social media posts or aspects of his brand that create a positive representation of Marcus Rashford? You may wish to comment on his discussion of family or his campaigns - his page on the FareShare campaign website may help with this question.

On the FareShare website (a food-based charity), headline emphasises his charity work with FareShare, creating a positive representation of Rashford and fitting closely with his campaigning for free school meals. This is further exemplified through the image of him in a food bank, wearing a hi-vis jacket, emphasising his role as a working-class hero through the connotations of work and volunteering. This work also makes Rashford more attractive and marketable to mainstream brands, creating another positive representation of him. On his social media, his post containing self-promotion on his book promotes his positive representations, as it highlights his desire for children to read more.

3) How does Marcus Rashford's online presence challenge stereotypes? Think about gender (masculinity), race/ethnicity, social class or football here. 

Marcus Rashford's online presence challenges stereotypes of gender as, typically, women are seen as charitable care-givers who are more empathetic than men, subverted through his own charity work and campaigning. His mixed ethnicity (Jamaican and Saint Kittian) subverts stereotypes, as non-white people are traditionally seen as less capable.  

4)  What representation of celebrity is created by Kim Kardashian's website and social media? How are audience encouraged to view celebrity? 

On the Kardashian Kloset website, audiences are encouraged to be somewhat obsessive towards celebrities, as the premise and selling point of the website itself is that it allows fans to buy previously-worn clothes from the Kardashians themselves, heavily encouraging parasocial relationships. Through the navigation tool containing each separate name, audiences are further encouraged to create a parasocial connection with one specific Kardashian, promoting a 'super-fan' mindset. On her social media, audiences are encouraged to view celebrities as pillars and influential, powerful figures, seen through her inclusion of her own 3 brands and the SKIMS website, alongside her large following.

5) What gender stereotypes are reinforced or challenged in Kim Kardashian's online presence?

Kim Kardashian's online presence heavily reinforces traditional stereotypes associated with women. For example, her profile picture of her wearing makeup reinforces the stereotype that women must wear makeup in order to elevate their appearance and be more beautiful, and her low-cut outfit in the picture reinforces sexualised perceptions of women. This is done further through the Kardashian Kloset website, encouraging a more obsessive perception of female celebrities, and by extension all women, through the premise of selling used clothing.

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