OSP: Audience and Industries Marcus Rashford & Kim K

 Audience

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

Loads of people such as young Football Fans for Marcus Rashford, and Kim Kardashians audience are a range of people who are interested in beauty, fashion, and celebrity culture.

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?

By leveraging his platform for social activism and authentic connection.

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

The Instagram engagement rate measures how much an audience actively interacts with content through actions, e.g. through their likes, comments, and saves.

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. 

Blumler and Katz's Uses and Gratifications theory suggests that audiences actively select media to satisfy specific needs: information, personal identity, social interaction, and entertainment

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): 

Applying Stuart Hall's Reception theory, different audiences will decode the online presence of Marcus Rashford and Kim Kardashian based on their own social positions, cultural backgrounds, and personal beliefs.

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 has an estimated net worth of around £60-65 million ($75-80 million), while Kim Kardashian has an estimated net worth of $1.7 billion. Their online presence contributes significantly to their wealth by enabling brand endorsements. 

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, which he has partnered with since he was 11 and for which he has a signature collection, along with past or project-based associations with brands like Burberry, Levi's, and NatWest. Kim Kardashian is the founder of the multi-billion dollar shapewear and clothing brand Skims, the skincare and beauty brand SKKN by Kim, and previously other ventures like KKW Beauty and fragrances.

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 (formerly Twitter) is owned by Elon Musk , which makes money primarily through advertising, data licensing, and subscriptions, but has experienced a significant drop in profit.

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

Worries about Instagram's negative effects include worsened body image issues, anxiety, and depression, especially among young people, due to unrealistic, curated images.

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 use a combination of automated tools and human moderators to manage online abuse, but these efforts have been insufficient, leading marcus rashford  to highlight the issue and advocate for stricter measures like immediate account deactivation and stronger government regulation.

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.

 is a new set of laws that protects children and adults online. It puts a range of new duties on social media companies and search services, making them more responsible for their users’ safety on their platforms.

OSP: Language and Representation Marcus Rashford & Kim K

 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. 

clear branding, navigation menus, and contact information, while Instagram pages often rely on a grid-based layout, visually appealing posts (images and videos), and a combination of hashtags and engaging captions

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. 

By showcasing his extensive social activism and charitable work alongside his football career using a humble, and impactful communication style.

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.

 By posting on Instagram announcing a product/collaboration, By her promotional strategy and posting on TikTok.  

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

The context of his upbringing means he can convincingly support good causes. 

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)? 

Leveraging the power of her vast influencer network and cross platform engagement 

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 mise en scene across his website and social media to construct a multifaceted personal brand that is both an authentic, community-oriented individual and a professional, global influencer. 

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

He tried to combat child food poverty in the uk by expanding free school meals

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

 Marcus Rashford's online presence challenges stereotypes by presenting a new model of a celebrity athlete who is vocal, emotionally intelligent, and politically engaged.

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

Kim Kardashian's online presence creates a representation of a modern, multifaceted celebrity who is both an aspirational figure of glamour and success and a relatable entrepreneur and family person

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

Kim Kardashian's online presence both reinforces traditional gender stereotypes 

Introduction to OSP

 Introduction to OSP: Influencers blog tasks

Read this article in The Week magazine on the rise of social media influencers and answer the following questions:  

1) What years did YouTube, Twitter and Instagram launch?

YouTube launched in 2005, Twitter in 2006, and Instagram in 2010

2) What is the definition of an influencer?

A person who has the ability to affect others by peoples purchasing decisions, and opinions on a product.

3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.

Selena Gomez - she has over 417 million followers on Instagram. Her content is diverse and blends her work of music and stories about her life etc. fashion posts.  

4) How big is the influencer industry according to the article?

in 2025 $32.5 billion to $33 billion 

5) What are the problems associated with being an influencer?

Getting online hate, and influencers getting cyberbullied 

6) Why is it suggested that audiences actually like being sold products by influencers?

Audience having trust for influences as they share their personal stories 

7) What representation of beauty is often found on Instagram or other influencer sites?

Specific facial features, how they dress, look, etc

8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?

I think influences are fun and interesting as they post day to day vlogs about life and can learn new things and let their audience know. Some influences can be positive as they are respectful online and are seen as nicer, and intriguing for people to watch. Some can be negative as many hate them for no reason and put private information for people to begin disliking them because of what's been seen online.

statement of intent feedback and redraft

 

4

Link to brief: 1 Use of media terminology (language/representation/theory): 3   Comments for AQA: This candidate offers insight into who will feature on their magazine based on the celebrity influencer having some importance and appealing to the intended target audience There are references to specific media terminology for example – dateline and cover price as well as a clear description of the location and lighting for the original photography they intend to use   Next steps: Redraft your statement but include the key details (see highlighted text) on my annotated version on Google Classroom. Remember this is a new celebrity gossip magazine so you will need a title of the magazine. The cover lines that you place on the front cover can be based on real celebrities which would further interest your target audience Can you include some media theory e.g. Propp’s character theory, Todorov’s equilibrium theory and Blumler and Katz Uses and gratification theory

 

For my coursework I plan to produce a magazine with two-page spread and 300 words named 'discovery' which is also talking about a girl walking around investigating a abandoned museum and plans on making it a discovery for people. I've done this to subvert stereotypes on females by impowering them. Therefore this targets female audience. The girl on my front cover is taken with long shot where the whole of her character is in the image the same way her surroundings are, shown clearly and fully. She also  has light makeup and is dressed modest for the museum, this shows us that she's dressed calm and pure to represent how immaculate the museum is, and how women are free to explore things they are interested in. In my magazine the back round is placed as ancient from the statue at the back of the girl, this makes females look more intelligent as its shown they're intrigued in things like this. This not only enhances the mysterious and historic atmosphere of the museum, but also conveys a message that women are compulsively engaged and capable of appreciating culture and history. 

My magazine aims to inspire young women to see them selves as explores, thinkers and adventures. This opens a space where female empowerment, encouraging women to break free from what they cant do, and stand up and show what they can do. This can be by showcasing them self and how young women are known for their bravery and intelligence. My magazine stands for equality and also shows representation and the right for women to go out and be free to also go achieve there dreams.  This is shown to aim for confidence and to also show if your not good at something u can also do something better, this reminds young women that they're capable to do anything and they should always keep trying no matter what to show that they have freedom to wish and do whatever they like. 

In my magazine, I wanted to capture the image of an open landscape and its for young women who like to represent how independent they are and show others they are able to do anything when u keep trying. This story follows how my character explores something many people forgot about and didn't know existed. Her natural appearance and modest, pure clothing represents confidence and self respect showing that nothing needs to be visible and it doesn't have to show others that your confident and u can just make yourself stand out. The ancient background of my image is the statue highlighted behind her creates a feeling of it being a mystery and showing that women can be both free and deeply interested in culture and history for others. My magazine observes the idea that young women are more capable to do whatever they like instead of being stuck doing one thing they don't enjoy. This shows young  women and many others can be allowed to discover new things and continue to follow their likings. This can encourage many others women and readers to see them selves as confident and independent as they can do things on there own and can let them be adventuress and open minded on what they enjoy.

My magazine dateline will be on august 6th during summer time. My cover price for this magazine will be £2.45.

Preliminary exercise feedback and learner response

 

1.

WWW:

1. You have an idea about what you wish your coursework production to look like now it is time to produce it in its entirety

2. You are beginning to demonstrate some technical skills using Photoshop – keep this up!

 

Next steps:

1. Ensure that your front cover is based on a celebrity gossip magazine with the double page spread focusing on your ‘celebrity influencer’ who is promoting positive lifestyle changes

2. Make sure that you work towards deadlines and be as productive as you can before the deadline – come to the Media suite at break, lunch or afterschool to get your coursework finished

2) Using a combination of your own reflection on the preliminary exercise and the feedback you were given, write two WWW bullet points (What Went Well) and two Next Step bullet points for your preliminary exercise. 

1.I know how I imagine my coursework to be like and how I want it to look 

2.I have an understanding of how to use a editing app and know how to present my skills using the app.

3) What have you learned from the preliminary exercise that will help you in the actual coursework project? List three things you have learned or will do differently as a result of this exercise. You may want to comment on organisation, actors, filming, editing or something else entirely but be specific.

- I have learnt how to organise my images. 

- I have learnt how to edit using photo shop 

- I will show how to present my skills with editing. 

Paper 1 baseline assessment learner response

 1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

WWW: Some knowledge for the media terminology questions e.g. advert print- conventions. shot type and vertical integration.

EBI: Attempt every question in future assessment/ exams. Revise/ make flashcards.

2) Look at the mark scheme for this assessment. For Question 2 (12 mark unseen) use the indicative content in the mark scheme to identify three points that you could have referred to in your answer.

facial expressions

colour scheme

actions

3) For Question 3 (Galaxy - narrative features) use the mark scheme to write down the main narrative theories and how we can link them to the Galaxy advert CSP. 

props- AH: princess

bartes- enigma= AH journey

4) Now look at Question 4 - Tatler and social/cultural contexts. Use the mark scheme to identify three points you could have made in your answer here.
costume- expensive ball gown

jewellery

central image of EW

5) On Section B, focus on Question 7 - film industry and Black Widow. Use the mark scheme to identify three ways Black Widow was marketed to its audience.

FILM POSTERS, DELAYED RELEASE- COST TO MAKE FILM, TV INTERVIEWS

6) Finally, write down three things you are going to work on before your next mock exam in December (e.g. time management; revising CSPs etc.)

Revising, making flashcards, focusing on the important topics. Revise the important - needed subjects to improve on a better grade,

Coursework Checklist

 

Item	Progress
Statement of Intent (Max. 300 Words)
Front Cover
Title for the Magazine w/ Original Masthead Design
Selling Line
Cover Price
Dateline
Main Original Cover Image
Min. Four Cover Lines
Double Page Spread
Headline
Standfirst
Subheadings
Original Article (350-400 Words) that Links to Headline
Main Original Image (Different to Cover Image)
Min. Three Smaller Original Images