OSP: Marcus Rashford - Context & LIAR

 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).

Wearing formal clothes 

No eye contact with the camera

wears red 


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

He is an important person 

audience feels that he has more power

Represents the country (Manchester)


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

Close-up camera shot 

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

Well integrated because it shows that his website is 

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

colour scheme of the website is mainly black/red, whereas Instagram has more blue than black

website has more images, whereas Instagram is more text-based


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


  His childhood presents poverty and he does not want other kids to suffer as him so he donates to  charities and providing free school meals for kids 

Industry:

Imagine a brand (e.g. Burberry or Aldi) is deciding whether to pay Marcus Rashford to promote its products. Build the case.

M.R is not the best person to be promoting for these brands because not every one knows him and only people who like football would know him

1.  List 3 reasons it is in the brand's interest to associate with him.

Well-known figure 

Famous person on social media 

Represents England in a positive way


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

People will be interested in finding out more about this brand because M.R is promoting for it 

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

 the brand will lose money 

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

yes I would because there is different celebrities that can still promote for them

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 benefit from M.R because he is a famous person on social media

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?

to donate money for this charity 

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

They might think that he is just advertising for that brand/charity and not donating to it

3.  Oppositional: how might a critic reject it?

 They might think that he is doing it to be more famous and not to help poor people 

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

He might appear as a positive influence for people as he is donating money to charities and helping with free school meals for kids 


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

His website has both styles, as he represents England and he plays football (football fans), and he is represented as a campaign supporter as he donates and helps kids that suffer from poverty by providing free school meals for them

Representation:

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

1.  Selection: what is shown? What is left out?
How he presents the his country and the football team that he plays for

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

A closeup and a  medium shot is used in most of the images which can suggest that he is presented as a confident/powerful person

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

positive  stereotype because he suggest books for children to read more and that he wants children to read more books 

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

Represented positively because he donates to charities 

He challenges the government by making them give free school meals for children

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

I disagree with the statement because he is a well-known icon who is trying to prevent kids from suffering from poverty, as he did as a kid, and he is trying to donate to charities to help kids 

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