OSP: Language and Representation - Rashford and Kardashian CSP blog work

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  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. 

Both Marcus Rashford and Kim Kardashian utilize common web and social media conventions to build their personal brands, engage audiences, and promote their various projects. While Rashford focuses on his football career and social activism, Kardashian emphasizes lifestyle, business ventures, and media appearances

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. 

Marcus Rashford's website and social media promote his brand by leveraging his platform for authentic social activism and community engagement, presenting a humble and relatable image that resonates with a broad audience. This approach builds a strong, respected personal brand beyond football, attracting major brand partnerships and public support. 

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. 

Kim Kardashian's website and social media promote her brands (like SKIMS) by leveraging her massive personal following, employing inclusive messaging, and using strategic content like user-generated content (UGC) and high-profile collaborations.

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

He embodies a powerful brand to sell products, the context of his upbringing means he can convincingly support good causes, he is a typical influencer, he promotes football. He is a celebrity sports star and social campaigner. As a 'brand' Rashford endorses products for Levi's, Burberry, Aldi, Nike and Tesco.

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)? 

Kim Kardashian's website and social media channels act as a central hub for her brand empire, primarily using social media to directly promote her various ventures and the new Hulu show, The Kardashians. This is achieved through an integrated cross-platform marketing strategy that blurs the lines between her personal life and business


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? 

  • Setting/Location: The overall "setting" is a clean, professional, and organised online space, rather than a fan-focused or entertainment hub. This choice of a formal, business-like platform positions him as a serious advocate and influencer, not just a celebrity footballer.
  • Costume/Clothing: Images often show a "smart 'business' Marcus", possibly in professional attire, which helps to project an image of credibility and seriousness, essential when engaging in political and philanthropic campaigns that influenced government policy.
  • Colour Palette: The website uses a limited, monochrome colour palette (blacks and whites). This design choice is risk-free and ensures a clean, elegant look that forces the user to focus on the website's layout, typography, and core message, rather than flashy colours. This reflects the gravity of the social issues he champions. 

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.


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


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



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


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