OSP: Rashford & Kardashian - Language and Representation

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. 

Marcus Rashford uses verbal and non verbal codes throughout his website whilst Kim Kardashian uses a range of written codes and serif font on her family website showing a modest website.

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. 

Three examples of Marcus Rashford promoting his brand is by the use of different collage pictures of himself on his home page, the use of minimalist colours and the use of a navigational bar menu which represents a verbal code.

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. 

Kim Kardashian promotes her brand by putting links to her businesses on her profile and doing regular posts for her brands.

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

Marcus Rashford uses his childhood upbringing as a positive impact as he lived in a household where there was not enough income was coming for his single mother. This resulted him to have a positive brand image as he is a self made millionaire and shared his childhood upbringing for those who can relate and by doing charity work, he is showing compassion for those who are struggling significantly .

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)? 

On her Instagram page she uses Instagram highlights to promote her brand skims and skkn. On her profile she has a link connected to her business website and since she has 354 million followers it is very easy for her to gain customers to promote her brand. 

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 a range of mise en scene on his homepage website as he uses a low angle shot to show his dominance and power,the use of colour scheme to make him stand out and a brand logo to identify that it is his website.

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.

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

Marcus Rashford challenges stereotypes by promoting books which would subvert his masculinity as it is approached as quite feminine. He also challenges stereotypes by doing volunteer work in fare-share in order to do charity work for families who cannot work. By doing this he is subverting his image of a rich footballer and instead is showing that he is a humble footballer willing to help for charity work for others will.

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

Representation of Kim Kardashian's website and social media makes audiences and customers be more intrigued and interested in what Kim has to sell to them as most audiences idolise her  and hr brand making it easier for her to gain sales.

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

Gender stereotypes are reinforced through Kim Kardashian as she embraces femininity with her brands and her image identity.And as her main goal, her clothes and products are mainly targeted towards woman and girls who are quite feminine.


 

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