OSP: Rashford & Kardashian - Audience and Industry

 This will focus more on how technology, the internet and social media have changed society and culture for audiences and industries. 

Audience

Target audience: demographics and psychographics

What is the target audience for two CSPs? 

  • Demographics: CAGE? 
  • Psychographics? 

Audience engagement

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% (although recently this has dropped to 3.2% due to increasing his follower count and focusing more on football rather than his brand development).

Source: https://starngage.com/app/gb/influencers/marcusrashford

Kim Kardashian's engagement rate is lower at 0.33% but she has over 350 million followers so can still reach and engage with huge audiences.


Celebrity influences: appeal to audiences

What is the appeal of Marcus Rashford and Kim Kardashian to audiences? Think about their campaigns, use of social media and brand associations. Also, consider their appeal to different audiences.

Use Blumler and Katz Uses and Gratifications theory:

  • Diversion
  • Personal Identity
  • Personal Relationships
  • Surveillance/information


Industries

Marcus Rashford net worth

Marcus Rashford’s net worth has been estimated at around £16m (source: Sunday Times rich list). This includes:

  • £300,000 per week from Manchester United (£15.6m a year)
  • £2m endorsement deal with Nike
  • Additional deals with Burberry, Jaguar Land Rover, Coca-Cola and others

He is also the youngest person to top the Sunday Times Giving List for raising £20m for good causes.

Kim Kardashian net worth

Kim Kardashian’s net worth has been estimated at $1.7 BILLION. This is from:

  • The Kardashians TV show on Hulu is a $100m deal
  • Her brands SKIMS, KKW Beauty and many more



Celebrity commercial partners & products

Watch the following videos of Marcus Rashford and Kim Kardashian to get an understanding of their brands and commercial partners.

  • What do the companies get from an association with Rashford or Kardashian?
  • Thinking about media language, how do these adverts create an emotional connection between the brand and audience? 
  • How do the clips help Rashford or Kardashian control or build their own brand?
Marcus Rashford: Black History Month

Marcus Rashford: Nike - New Normal

Marcus Rashford: Coca-Cola

Kim Kardashian: Meat alternative

Kim Kardashian Hollywood mobile game


Industries: ownership, control and regulation

Marcus Rashford and Kim Kardashian’s online presence is partly driven by their excellent use of social media.

But who owns Twitter/X? Who owns Instagram? How much money do they make? How are they regulated?

These are key questions for GCSE Media students.

Twitter/X

  • Twitter was started by Jack Dorsey in 2006. It has over 500 million active users worldwide. 
  • Twitter’s revenue is around $3 billion. 
  • Twitter makes most of its money through advertising – promoted tweets or ‘trend takeovers’.
  • Marcus Rashford has 7m X followers, Kim Kardashian 75m. 
  • In 2022 Elon Musk bought Twitter for $44 BILLION and has since added controversial new features and renamed it X.


Instagram

  • Instagram is an image and video sharing site launched in 2010. 
  • In 2012 it was bought by Facebook for $1 billion. Facebook and Instagram’s parent company is now called Meta – a global conglomerate.
  • Instagram has over a billion active users worldwide and more than 25 million users in the UK alone.
  • Instagram revenue in 2023 was $61 BILLION.
  • Marcus Rashford has over 17m Instagram followers, Kim Kardashian 350m.


Instagram: a danger to teenagers?
  • Over 40% of Instagram users are aged under 23.
  • Research suggests that Instagram is damaging to mental health – particularly for teenage girls.
  • Facebook’s own research suggested this – but they allegedly kept this secret.
  • The research suggested one in three girls felt bad about their bodies and Instagram made this worse. It is also linked to increased anxiety and depression.

Media regulation: how do you regulate the internet and social media?

The government is introducing the Online Safety bill to try and add regulation of the internet to Ofcom’s role as media regulator. This includes:

  • Sending threatening posts being punishable by jail sentences.
  • Platforms like X and Instagram having to actively prevent users seeing harmful material – or risk being fined by Ofcom.
  • Platforms paying Ofcom to regulate their content.
Critics of the law have suggested social media is impossible to regulate – there is too much content – or users’ freedom of speech will be compromised.

Internet regulation: key questions

The internet is very difficult to regulate because it is global but governments are national. Also, corporations like Amazon or Facebook are now more powerful than some governments.

Media theorist Clay Shirky describes the change with digital media as going from: “Filter then publish to publish then filter”. 

Anyone can publish almost anything instantly and the audience then has to filter the content they engage with.

Here's Clay Shirky talking about how the internet is changing communication - watch the first three minutes:


Finally, here is Marcus Rashford talking to Sky Sports News about what should be done about online abuse: 


OSP: Audience and Industries blog tasks

Work through the following tasks to complete our OSP work:

Audience

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

Marcus Rashford's potential target audiences might fall into working class to lower middle class 

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?

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

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).

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. 

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): 


Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money? 

Marcus Rashford's net worth is estimated at around £60 million to £64 million ($77-80 million USD), while Kim Kardashian's net worth is approximately $1.9 billion. Their online presence is crucial to their wealth through personal branding, product launches, and endorsement deals. 

2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?

Marcus Rashford is primarily associated with Nike and various social welfare initiatives, while Kim Kardashian is famously linked with her own brands Skims, SKKN by Kim, and partnerships with luxury fashion houses like Balenciaga. 

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

X is owned by Elon Musk after his 2022 purchase, making money primarily from advertising and subscriptions (X Premium), but faces declining revenue. Instagram, owned by Meta Platforms, thrives on ads, generating billions for Meta, though specific Instagram profit. Meta contributed significantly, estimated at $39 billion in 2023 (29% of Meta's total). Meta's total revenue was $134.9 billion in 2023, with nearly 98% from advertising across its family of apps. 

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

Excessive use can lead to depression, anxiety, sleep problems, and low self-esteem.

5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?

Social media platforms manage online abuse through a mix of user reporting, automated detection tools, content moderation teams, and safety policies. Manchester United and England footballer Marcus Rashford has drawn attention to the issue due to the severe racist abuse he and other black players have received, particularly following the Euro 2020 final.

6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.

The UK's Online Safety Bill was introduced to Parliament in March 2022, beginning its journey towards becoming the Online Safety Act in 2023. 

3 Changes:

- Implement mandatory age verification via passport or facial identification

-Block 18+ sites from minors

-Take down sites that violate these rules

It's difficult to regulate the internet due to how vast it is, it's becoming increasingly easier to simply put on a VPN 

this makes it easier for you to exempt yourself from the Online Safety Act as its only been put into action within parts

of Europe.

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