OSP : Marcus Rashford - Context and LIAR

 Context :

1. Find ONE thing that is about FOOTBALL and ONE thing that is about CAMPAIGNING. What does this balance suggest about his brand priorities?

Marcus began his footbal career on Feburary 25th 2016.Rashford launched a program in the early years of Covid lockdown to deliver meals to disadvanatged children, reaching four million kids in the first few months . I think this balance suggests his drive for a postive change.

Language :

1.  Write 3 things you DENOTE (literally see).

I see a range of images of Rashford.I see a ball.I see his teamates.

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

The ball connotes his focus on his football career.His teamates suggets his importance to his team .Lastly the images of Rashford suggets its his website .

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

The black and white colour scheme shows simplicity . One genre feature is the links from his website.

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

I think his site is well-intergrated as he works with many brands and has a variety of partnerships.This shows his capability to work with all types of companies and shows he is able to do things aside from his football career.

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

His website mainly supports/promotes his campaign and book club, whereas his twitter focuses on his football career, in which his profile is a picture of his England shirt, and his posts consist of football talk.

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

His online presence and campaign reflects his childhood, as he has shared that he came from poverty when growing up. His experience heavily influenced his free school meal campaign, and presents a positive brand identity through helping those enduring the same unfortunate experiences he went through.

Industry:

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

1) 1 reason may be for a personal promotion for the brand;more customers. Another may be that the brand wants to show their support with Rashford ... this could encourage those who like him, to shop at the brand promoting him. And a final reason could be that Rashford has a large fan base, meaning the brand can tap into young, globally minded consumer graphics, and target that audience.

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

Social media is used to make these collaborations via adverts, reels ect.

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

One risk to the brand could be a decrease in customer consumption .

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

I would advise the brand to go ahead as Marcus Rashford has made many positive collaborations with brands in support of his free school meals campaign, and balances his football career, and campaigns to help those less fortunate.

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?

In November 2020, Rashford partnered with Burberry on a global youth and community initiative, supporting disadvantaged young people, literacy and child food poverty. That brand benefits from helping those in need, and can gain a wider customer base from those in support of Marcus Rashfords campaign.

Audience

1.  Preferred: what does he want you to think and do?

 A preferred reading would be that he wants viewers to see the good and positive impact he has on the disadvantaged youth.

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

 A negotiated reading could be that a viewer may support what he is doing, however, don't see the purpose in posting as these campaigns should be done for the sole purpose of helping... not views.

3.  Oppositional: how might a critic reject it?

3) An oppositional reading could be that fans of Manchester United may not support Rashford's side jobs/charities as it takes his focus away from football.

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

 Relationships; the post displays Marcus Rashford interacting with the young people, playing football and reading, and this social interaction creates a feeling of care not just for him, but for viewers too.

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

His website home page displays his football pictures and facts about his career from the very beginning, yet also shows his campaign by having links to his book club, and the story of his campaign came about.

Representation

1.  Selection: what is shown? What is left out?

His career from playing with Manchester United is shown; debut ect. However, what isn't shown is his current status on his fotball career.

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

 There are a few examples of medium close up shots which display his emotions on and off the pitch.

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

Marcus Rashford challenges the stereotypes of "rich people", as he uses his money for good causes that he once was a part of;poverty. He doesn't hog the millions of pounds he makes a year, and doesn't keep his profits for himself, but instead helps the less fortunate.

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

One way he is presented positively is through his social media posts of him travelling around the world helping children in poverty. Additionally, a stereotype he challenges is his class. Having worked his way up into making millions, he doesn't just keep his money for himself, but helps those in need as he was once apart of those who suffered as a child.

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

I strongly agree with the statement as nothing on his website or any social media platforms for the matter, display any harm/negativity toward any cause, but instead do the opposite; promote the well being of children and supports children in poverty.