OSP: Rashford & Kardashian - Language and Representation

OSP: Rashford & Kardashian - Language and Representation

Work through the following tasks to cover the Language and Representation key concepts for our OSP CSPs:

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. 

Kim Kardashian

Social media Conventions:

. High curated followed aesthetic

. Carefully chosen photos posts for higher viewing 

. Specific channel content direct interaction and engagement 

Website Conventions:

. Catchy memorable website name (easy to find)

. Clear call to action on her shopping experience

. Professional imagery promoting luxury items

. Interaction with social media further promoting website


Marcus Rashford

Social Media Conventions:

. Encourages online dialogue 

through comments and more

. Feed of high quality videos and photo 

of football career and personal life

. Clear engagement with humour and emotion

Website Conventions:

. Minimalist design with a clean business layout

. Clear website navigation e.g "ABOUT" or "CONTACT"

. Brand identity presenting a clear logo across pages

. High multimedia integration with high quality content


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 promotes his website through adding things to do on his football and a bit of his personal life on it and self promotes his own ideas on his website. The same is for his social media posting about his football life to his audience and also using it as his influence. An example of these are the photos on his Instagram and Twitter social media pages additionally following with his website.

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 doesn't include much promotion to her website this is shown as on her website there are no images of the Kardashians or Jenners wearing or using any of the product that they are selling and just the item itself. This could lead to the audience also searching for the exact same clothing on her social media profiles which could boost their status as celebrities promoting 2 things in one way for them. Another way they could promote themselves is through fashion shows, posting lifestyle pictures online and making influential videos for their audience.  

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

Marcus Rashford uses his story of upbringing to promote his brand identity as he decided to make his brand about his upbringing and making the lives of people better. An example of this is how he had written his own book and wrote letters to Parliament to get involved and better peoples lives so they don't have one like his. This effects his brand identity as his good intentions would draw in more audience who will willingly go and view his website as they believe that his website additionally carries that same intention he had spoken out. 

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 doesn't include much promotion to her website this is shown as on her website there are no images of the Kardashians or Jenners wearing or using any of the product that they are selling and just the item itself. This could also probably mean that Kim Kardashian also assumed that if audiences are shopping through Kardashian Kloset, then they must've already seen the Kardashians and Jenners in the clothing being sold which can additionally boost their celebrity status if they get more audience to watch their fashion shows if more people click on their accounts.


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? 

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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