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?
There is an image of his representing his football team by wearing his kit. There is also another image of him is a suit and a Burberry attire. This balance shows that he is also an ordinary human who does other things other than football.

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).
I see a logo, a set of images and and menus tabs.

2.  For each, write what it CONNOTES (suggests).
The logo suggests that he is more than just a player but a company-it also shows formality. The set of of images connotes his life and the menu tabs suggests that there is a large selection.

3.  Identify ONE technical code and ONE genre (website) feature.
One of the images uses a medium shot camera angle so his football kit can be seen. A feature of the website is that it is laid out in a way where it looks like Instagram.

4.  Judge: Is the site 'bitty' or 'well-integrated and coherent'? Why - and what does that say about his brand?
The site is well-integrates and coherent which shows that his brand is formal and valuable.

5. Describe 3 differences between his website and his Instagram/Twitter (look / content / purpose).
His Twitter shows more authenticity and how he speaks in real life whereas the website is more formal and is it third person. His website also looks much more presentable than his Instagram and his Twitter. The purpose of his website is to show more about himself that people may have non known beforehand whereas his Instagram has no specific purpose and is more laid back.

6. How does Marcus Rashford's online presence use the narrative of his childhood upbringing to create a positive brand identity?
His childhood upbringing brings more empathy to his viewers and also gives him a positive brand identity as he has made the impossible, possible by going from a low background to a huge celebrity.

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.
He is a positive societal figure, charitable and is influential. This will give the brand a greater reputation as its associated with a well known public figure.

2.  Explain HOW social media is used to make the association.
Social media promotes the brand along with Marcus Rashford to increase publicity and viewership.

3.  Identify ONE risk to the brand if it goes wrong.
The brand could lose a lot of customers.

4.  Decide: would you advise the brand to go ahead? Justify.
I would advice the brand to not go ahead as finding a public figure more bigger and influential than Marcus Rashford will be a challenge.

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?
Nike benefits from associating with Marcus Rashford because it increases the value of the product-the Rashford signature collection. Social media makes the link by sending posts of the new shoes.

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?
Rashford wants people to think that children are as great as adults. They too should have a voice in society.

2.  Negotiated: where might a follower half-agree?
Others may think that it is true that they are the future of the country, but they don't deserve a lot of power.

3.  Oppositional: how might a critic reject it?
Some people may think that children are not mature enough to have a voice in society.

4.  Which Uses & Gratifications need does this post serve best? Why do you believe this?
I think that the post mainly follows personal identity as many people may already agree with Rashford's views a read his posts to support him.

5.  Explain how his website's mode of address (style) speaks to BOTH football fans and campaign supporters.
The image presents him with his football kit while the quote mentions a serious topic targeted to campaign supporters.

Representation:

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

1.  Selection: what is shown? What is left out?
The post shows Rashford speaking up for the children in need. However, in this post, there is nothing that shows that he is a footballer.

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

3.  Stereotype check: positive, negative, or challenging a stereotype? (Consider stereotypes on all of CAGE) Justify.
This challenges stereotypes of children as children are seen to be happy and well off. However, in this post Rashford shows them as living in poverty.

4.  Describe one way he is represented positively and one stereotype he challenges.
He is presented positively by speaking up for the children in need and he challenges the racist stereotypes and proves that he is a positive person

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