marcus rashford csp

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Language:


1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages. 


website convention 

  • Logo/brand identity
  • Navigation – menus
  • Central image
  • Multimedia features – e.g. video 
  • Social media links / integration

Social media conventions
  • Logo/brand identity
  • Bio (personal details/information)
  • Profile image
  • Background/banner image
  • Images and video
  • Online engagement/audience interaction

2) How does his website promote the Marcus Rashford brand?


  • His online presence – particularly video content and his website  – emphasises his working class background, how hard his mum worked as a single parent and his own positive attitude towards hard work. This creates a narrative of success against the odds. He then uses this to drive his campaigning work on food poverty and reading as well as his commercial endorsements.



3) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? 


  • Marcus Rashford has created a strong personal brand that merges different genres – footballer, campaigner / activist, influencer and celebrity.



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


  • His online presence – particularly video content – emphasises his working class background, how hard his mum worked as a single parent and his own positive attitude towards hard work. This creates a narrative of success against the odds. He then uses this to drive his campaigning work on food poverty and reading as well as his commercial endorsements.



Representations:


1) How does Rashford use different aspects of mise-en-scene (e.g. clothes/costume) to create very different representations of himself on his own website?


  • Marcus Rashford’s online presence offers a real mix of representations – some reinforcing stereotypes of masculinity, footballers and race/ethnicity but at other points subverting them. He also looks to challenge stereotypes regarding poverty, age, people receiving benefits and social class. He challenges stereotypes through the use of costume , he posts in smart and formal attire.

2) What representations of football or footballers can you find in Marcus Rashford's online presence? Does it reinforce or subvert traditional stereotypes of footballers?

  • Rashford behaves focused and determined to succeed in his football career , this subverts the stereotypes of young black men . His success is admirable considering his difficult upbringing.

3) What representations of masculinity can you find in Marcus Rashford's online presence? Does this reinforce or challenge traditional gender stereotypes?

  • His interest in football reinforces stereotypes of masculinity however his apparent caring nature may subvert the stereotype of the traditional man .



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


  • His audience may include football fans (mostly men and boys) and also due to his black ethnicity he may have a more ethnic audience who can relate and identify with his rags to riches story.

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