OSP: Audience and Industries Blog Tasks

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OSP: Audience & Industries - Blog Tasks

Audience

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

Kim Kardashian aims for typically a young female audience where her business should thrive - as she is a major face of beauty products.
Some brands: SKIMS, KKW Beauty.
+ Kim Kardashian's target audience should range from potentially Middle Class to Upper Middle Class as the products promoted by her are heftily and luxuriously priced (Some even being throwaway objects)
40% of Instagram users are also aged under 23 and to my research: there are 2 billion active users and with Kardashian's massive following of around 350 million, they are far more likely to be around that age demographic.

Marcus Rashford's audience is more diverse than Kim Kardashian's as he branches out rather than exclusively being in his football space - He has a male audience of 76.7% on Instagram and his openness of his past where he lived in poor conditions may attract the lower working classes from relatability. His professional online brand also 

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?



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

Instagram engagement rate is how much viewers interact with your content via views, comments, likes + followers from post. 

4) Go to Marcus Rashford and Kim Kardashian's X or Instagram account. Find and screenshot/link three posts that show the different aspects of their brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity (e.g. awards ceremony or fashion), Brand promotion (e.g. selling a product).



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. 

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):

Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money?



2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?



3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?



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



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?



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



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