Rashford and Kardashian - audience and industries

 Audience

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

the potential target audience for marcus rashford and kim kardashians online content may be targeted towards teenagers and adults between the ages(14-26)



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?

Marcus Rashford is an inspirational football player who inspires the youth and elderly due to his contribution towards the privilege of free school meals. He uses social media to engage with his fans by retweeting where his fans can also give their opinions depending on what has been said.Also his fans can interact by purchasing his products for example books.                                         


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

Instagram engagement rate acts as a measure of how much audiences engage with posts through interaction (likes, comments, etc). Marcus Rashford previously had an engagement rate of 6% at, which has recently dropped to 3.2% at 11 million followers, following his re-focus into football and boost in followers. Kim Kardashian's engagement rate is much lower at 0.33%, however, she has around 350 million followers, allowing her to reach a huge audience. An engagement rate of 1-3% is considered good, and 6+% is extremely high.

 

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).

Kim Kardashian:

Sexualised / Objectified aspect (extremely low-cut clothing)
 








Celebrity (appearance on Vogue magazine)







Relatable (delving into streamer culture, outside of upper-class / fashionista / celebrity representation)







Marcus Rashford:

Footballer / Athlete








Relatable 







Celebrity (Brand promotion)













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:

  • Personal Identity: Rashford's entire campaign is centred around his own personal identity of growing up in poverty in a single-parent household, connecting to audiences going through similar situations to his own. He also connects with Black audiences through his own celebration of his heritage.
  • Personal Relationships: Rashford builds relationships with audiences through inspirational posts and the premise of his campaign, which connects him to people.
  • Surveillance: Rashford provides information on current events concerning his campaigning, such as the state of free school meals, etc.

Kim Kardashian:

  • Personal Identity: Although she isn't actually a vegan, she uses her identity as someone on a mostly plant-based diet to promote herself (Beyond Meat), catering towards vegan/vegetarian audiences.
  • Personal Relationships: Kim Kardashian builds personal relationships with fans through the 'male gaze' theory - much of her online presence sexualises and objectifies her (e.g. her Kardashian Kloset website builds an obsession around her items of clothing), catering to a largely male audience and building an almost obsessive parasocial relationship.

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): 
  • Oppositional reading (people who criticise Rashford/Kardashian)

Preferred reading (people who support Rashford/Kardashian): 

"Rashford is a good person because of his political campaigning - he is heavily aiding the working-class in terms of food and poverty. Kardashian is a high-class celebrity presence - her businesses are innovative and she dictates the latest fashion trends."

Oppositional reading (people who criticise Rashford/Kardashian): 

"Rashford's political campaigning is less impactful now considering his complete shift back into football. Kardashian heavily sexualises herself and encourages a sexualised view of women in general."osp 

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