OSP: Marcus Rashford - Language and Representation

 

            OSP: Marcus Rashford - Language and Representation

Language

1) Make two lists - one of website conventions used on Marcus Rashford's official website and one of social media conventions found on Rashford's Twitter or Instagram pages. 

Website key conventions include:

• Logo/brand identity
• Navigation – menus
• Central image
• Multimedia features – e.g. video 
• Social media links / integration

Social media key conventions include:

• Logo/brand identity
• Bio (personal details/information)
• Profile image
• Background/banner image
• Images and video
• Online engagement/audience interaction

2) How does his website promote the Marcus Rashford brand?

Images of Marcus Rashford present him as a footballer,fashion model, also  charity activist 

3) What is the first page you see when you visit Marcus Rashford's website and how does this promote his brand and good causes?

The photo on the firs page on his website present him as powerful, success young black man.

4) How does Marcus Rashford use his social media profiles to promote his brand and campaigns? Give at least three examples of different posts / images / design from his social media.

He uses twitter where he has 6.5 million followers. People can message him and he will respond. On this post you can see his fan celebrating the goal like Marcus Rashford.

5) How does Marcus Rashford's online presence use genre and narrative to create a positive brand identity?

He is an influencer in helping people. He wrote a letter to the PM- asking for free school meals during covid. Later in his career, he can  continue his charity work. 

Representations

1) How does Rashford use different aspects of mise-en-scene (e.g. clothes/costume) to create very different representations of himself on his own website?

At the first page he dressed in the costume and he looks like business man more than footballer. At the other pages you also can see different representation of him, in example on one of the photos he wears a "Dolce & Gabbana" socks.

2) What representations of football or footballers can you find in Marcus Rashford's online presence? Does it reinforce or subvert traditional stereotypes of footballers?

Marcus Rashford subvert traditional stereotypes of footballers. In example on his website you can see that he is interested not only in football but also in different aspects of life as charity or fashion.

3) What examples can you find of website pages, social media posts or aspects of the 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.

His own family relied on breakfast clubs, free school meals and at times, food banks. Raised by mum Melanie Maynard, who worked full time earning minimum wage, it was often not enough. As Marcus explains: “the system was not built for families like mine to succeed, regardless of how hard my mum worked.”

4) What representations of masculinity can you find in Marcus Rashford's online presence? Does this reinforce or challenge traditional gender stereotypes?

He is represented as successful and strong man.

5) What representations of race/ethnicity can you find in his website or social media? Does this reinforce or challenge media stereotypes? 

He is represented as young black footballer. His family wasn't rich and he get anything by himself, that's how he showd that everybody can do it.

Grade 8/9 extension tasks

1. Look at this Marcus Rashford tweet. How does this help Rashford create a positive representation of himself and also control the media narrative?

Marcus Rashford 7

 Introduction to OSP: Influencers blog tasks

1) What years did YouTube, Twitter and Instagram launch?

YouTube was launched in 2005. Twitter was launched in 2006. Instagram was launched in 2010.

2) What is the definition of an influencer?

A person or thing who influences others: social media users – mostly women – with a large, devoted following, who give their followers access to a carefully curated version of their lives.

3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.

Logan Paul, PewDiePie or Zoë Sugg. All of them have more than 10 million of subscribers.

4) How big is the influencer industry according to the article?

The tech consultant SignalFire thinks that “the creator economy” – built by those who post and monetise content online – employs more than 50 million people, and is the fastest-growing sector for small businesses in the world.

5) What are the problems associated with being an influencer?

There is no longer a clear separation between work and life. Coupled with the fear of losing visibility, this can lead to influencers working excessively and facing mental health issues

6) Why is it suggested that audiences actually like being sold products by influencers?

Its a sigh of success and wants to be able to buy the same products as an influences

7) What representation of beauty is often found on Instagram or other influencer sites?

It’s “a young face, of course, with poreless skin and plump, high cheekbones”, long lashes and full lips – generally white but with a hint of “rootless exoticism”.

8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?

Exam practice 

‘Gender representation in video games is fair and balanced.’

How far do you agree with this view?

Your answer should refer to Kim Kardashian: Hollywood and Lara Croft Go

    I do partially agree with this view.

   In modern day the game creators try to represent all genders equally. In example in the "Lara Croft Go" you may see that Lara Croft is represented as very powerful and fearless woman. Going through many puzzles and adventures she showed that women can not only look beautiful, but also be very smart and fight monsters. The previous games about Lara Croft were made before PEGI rating system. Her character was very sexualized to attract larger male audience. Over the time games start to break stereotypes about genders that is why female characters have become more dressed up and realistic. If your game is accessible to a younger audience, then more people will want to play it and the company who made it can make more money.

    In  the beginning of "Kim Kardashian: Hollywood" you will create your own character, you also need to chose your gender therefore, the level of difficulty of the game does not depend on the gender you chose. But still there are minor differences in the gameplay, for example, you cannot go on a date with some celebrities. Anyway the effort to complete the game will be the same.

Videogames case study 2: Kim Kardashian Hollywood

 

Videogames case study 2: Kim Kardashian Hollywood

Language

1) What is the objective when playing the Kim Kardashian: Hollywood game?

The objective of the Kim Kardashian game is to become rich and famous.

2) What is an A-list celebrity? Why is it important in Kim Kardashian: Hollywood?

An A-list celebrity is a major movie star, or one of the most bankable actors in a film industry. It is important in Kim Kardashian game because the game is about how to get to A-list from Z-list.+

3) How do you download the Kim Kardashian: Hollywood game?

It's free to download on mobile phones and tablets, so you can download it on App store or Google Play. 

4) What is the narrative or storyline of Kim Kardashian: Hollywood? Where is it set?

The aim of Kim Kardashian Hollywood is to work your way up the celebrity scale from Z-List to A-List.

5) What characters can you play as? What characters appear in the game?

The characters in Kim Kardashian Hollywood are a mixture of real VIP characters and fictional characters.

Audience

1) Who is the intended audience for the Kim Kardashian Hollywood game? Why do you think this?

I think the intended audience of the game are the fans of Kim Kardashian and people who wants to have a lifestyle like a A-list celebrity.

2) What audience pleasures are provided by the game? Use Blumler & Katz's Uses and Gratifications theory.

The audience of the Kim Kardashian game want to escape from real life, see themselves reflected in the game and they want to find out about celebrities and rich places in America.

3) Why is the game so addictive for audiences?

Because audience can create their own character and they can live another life in the game.

4) Why does James Liu think Kim Kardashian: Hollywood is so successful?

Business, Publishing and Placement are well designed in this game. "Kim" is a major brand name.

5) What does James Liu suggest is the reason players keep coming back to the game?

Because people like to push buttons, collect things and simply get addicted.

Representations

1) What representations of women can be found in Kim Kardashian: Hollywood?

It has been criticised for offering a representation of women focusing on appearance, modelling and dating as a way to be successful.

2) What representations of race, ethnicity or sexuality can be found in the game?

This game include different races, ethnicities, it does not discriminate against anyone. 

3) How does the game both reinforce and subvert stereotypes in the media?

The lara croft character was white, sexualised and was attracting male audiences whereas Kim Kardashians characters are diverse.

4) What does the game suggest regarding modern perceptions of celebrity and how to get famous?

The game suggest that you should Try making a viral social media video, dating with celebrities,  auditioning for a reality show, or showcasing your unique generosity or problem-solving skills to get noticed.

5) How might someone criticise the representation of celebrity in Kim Kardashian: Hollywood?

It has been criticised for offering a representation of women focusing on appearance, modelling and dating as a way to be successful.