OSP : Marcus Rashford

 Context:

1. Open his official website (marcusrashfordofficial.com). Find ONE thing that is about FOOTBALL and ONE thing that is about CAMPAIGNING. What does this balance suggest about his brand priorities?

Language:

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).

1. multiple pictures of Marcus Rashford, either playing/coaching football at at a brand photoshoot 

2.Logo and branding MR

3. a context page

2.  For each, write what it CONNOTES (suggests).

1. suggests his passion and enjoyment for photoshoots and playing or coaching football

2. suggests he is representing himself

3. suggest easy access to information

3.  Identify ONE technical code and ONE genre (website) feature

Editing - Pictures inputted that change colour when swiped over or pressed

4.  Judge: Is the site 'bitty' or 'well-integrated and coherent'? Why - and what does that say about his brand?

the site is well integrated and coherent this is because it is easy and simple to navigate through and provides smooth learning, this says that he wants simple branding

5. Describe 3 differences between his website and his Instagram/Twitter (look / content / purpose).

his website is used to inform and teach whereas his Instagram and twitter is used to promote and interact

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

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.

1. publicity

2. he has a huge impact

3. huge fanbase

2.  Explain HOW social media is used to make the association.

Promotes his social media and sponsors on his website

3.  Identify ONE risk to the brand if it goes wrong.

One risk is the brand may lose customers

4.  Decide: would you advise the brand to go ahead? Justify.

yes, as it has good promotion.

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?

Burberry, the brand may gain a larger customer list due to Rashford having a larger fanbase who may buy from that company if he is the ambassador, social media is used to reach a whole audience who may like football or have a interest to entice them to purchase the product

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?

He wants us to think he is a good person and want to support everyone

2.  Negotiated: where might a follower half-agree?

Sometimes it may seem forced or not fully honest

3.  Oppositional: how might a critic reject it?

It is performative and done for positive attention

4.  Which Uses & Gratifications need does this post serve best? Why do you believe this?

Information and surveillance this is because he has multiple web links regarding his history information on his sponsors etc.

5.  Explain how his website's mode of address (style) speaks to BOTH football fans and campaign supporters.

He splits the section into separate web links so those interested in one can only read upon that while supporting him as a person

Representation:

Choose a post/page from Rashford’s website (himself, a campaign, or fans).

1.  Selection: what is shown? What is left out?

He shows himself and sponsors but leaves out fans 

2.  Construction: which media-language choices (Mise-en-scene, camera shots/angles, etc) build the representation?

He uses a range of camera angles (e,g a low angle shot) which is used to create dominance and authority within his football career 

3.  Stereotype check: positive, negative, or challenging a stereotype? (Consider stereotypes on all of CAGE) Justify.

Challenging the stereotype that famous people do not support charities and only want fame

4.  Describe one way he is represented positively and one stereotype he challenges.

He represents a charity, and also promotes things for younger children which is often stereotyped as a thing famous people do not do

5.  Evaluate: 'Rashford's online presence challenges negative stereotypes.' How far do you agree?

I agree partly this is because he doesn’t directly challenge it but at the same time he does by calling people out at wrong doings openly donating etc.

Challenge: Analyse how Marcus Rashford’s online presence has been constructed to create a positive representation of the footballer. (6 Marks)