OSP: Marcus Rashford - Context & LIAR
Blog Tasks:
On Marcus Rashford's website he shows his career in football by sharing his timeline and progress throughout the months and years. On the other hand , he shows his campaigning work by sharing his book club which involves him sharing his book recommendations for young people.
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).
Marcus Rashford playing football , modelling , at training
2. For each, write what it CONNOTES (suggests).
He is showing his career , Promoting brands , and showing the behind the scenes.
3. Identify ONE technical code and ONE genre (website) feature.
The minimalist colour pallet, top navigation menu bar
4. Judge: Is the site 'bitty' or 'well-integrated and coherent'? Why - and what does that say about his brand?
This site is well integrated and coherent because it shows a consistent grid layout, the website shows he is more than a footballer.
5. Describe 3 differences between his website and his Instagram/Twitter (look / content / purpose).
The website is more formal however on Instagram and Twitter there’s more casual pictures on there.His website also includes full career whereas on social media is updates of real time Posts.He has a Official manager, his website whereas on social media, he has direct fan engagement.
6. How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?
he talks about his work class upbringing and goes against stereotypes.It also makes him relatable and authentic to Working class audience.With his charity work through his personal experiences with food poverty it shows he’s authentic and genuine.He shows a role model person persona.
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.
shows authentic Relatable things, Betters his brand image through his fight against child food poverty,Projects a trustworthy Inspirational image.
2. Explain HOW social media is used to make the association.
Marcus Rashford shows personal stories, photos and videos directly featuring the brand across platforms.Both Rashford and the brand-new shed hashtag and tag each other’s accounts to audiences.
3. Identify ONE risk to the brand if it goes wrong.
If Marcus Rashford performance drops or public controversy occurs the Brand risks guilt by Association.
4. Decide: would you advise the brand to go ahead? Justify.
Yes,Because Rashford offers a mix of high athletic celebrity and genuine personality.
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?
The brands benefits as it Modernises burberrys image from elitist to community focused.
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?
Child, poverty and urgent crisis and every child has a basic right of food regardless of their family situation.He wants you to share the image to raise Awareness.
2. Negotiated: where might a follower half-agree?
The audience member fully agrees that childhood gets tragic and praises Rashford for using his platform for charity.
3. Oppositional: how might a critic reject it?
Acrylic dismisses the campaign as celebrity may not understand public economics.
4. Which Uses & Gratifications need does this post serve best? Why do you believe this?
Surveillance/information as the post focuses on his charity campaigns or match updates and informs the audience about current events and social issues
5. Explain how his website's mode of address (style) speaks to BOTH football fans and campaign supporters.
The style is dynamic, informal and action orientated it uses high-quality photography and direct fan engagement.
Representation:
Choose a post/page from Rashford’s website (himself, a campaign, or fans).
1. Selection: what is shown? What is left out?
Shows Rashford as humble, e.g. schools ,food banks Or focused on the pitch.
2. Construction: which media-language choices (Mise-en-scene, camera shots/angles, etc) build the representation?
mise -en-scene Because of their natural lighting and casual clothing.
3. Stereotype check: positive, negative, or challenging a stereotype? (Consider stereotypes on all of CAGE) Justify.
He is framed as an articulate powerful and compassionate Leader, she directly challenges the negative stereotype of the flashy young black working class athlete.
4. Describe one way he is represented positively and one stereotype he challenges.
He proves that young people can successfully challenge high-level government policy.
5. Evaluate: 'Rashford's online presence challenges negative stereotypes.' How far do you agree?
I agree that Marcus Rashford’s online presents challenges negative stereotypes by dismissing harmful Stee chronotype surrounding young black working class athletes and replacing them with a narrative of authority, social responsibility and deep humility.
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