Marcus Rashford - Context & LIAR

 Language:

Context:

Open his official website (marcusrashfordofficial.com). Find ONE thing that is about FOOTBALL and ONE thing that is about CAMPAIGNING. What does this balance suggest about his brand priorities?

Him playing football , him campaigning alongside Nike .

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

Him playing football , Manchester United kit , England kit

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

Suggests his career , who he plays for.

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

One technical code is he uses Black and white colour scheme , they contrast . One genre is the menu on the top left.

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

its coherent because nothing over laps and each image has a clear focus .

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

his website looks more professional and organised 

his website gives more detailed information 

the website promotes his campaigns and work

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

rashford talks about how he grew up with financial difficulties and this makes him seem relatable , this explains why campaigns against child food poverty as it creates a positive image .

Industry:

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

he’s a famous footballer with a large audience . he has a positive public image and the charity work could make the brand seem more trustworthy and help it .

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

- large social media following 

- positive public image 

- can help the brand appeal to young people and football fans . 

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

the brand can post pictures, videos , adverts etc. featuring marcus rashford on instagram / tiktok and other platforms . rashford can also share and promote brands to his followers , this can connect the brand with his image .

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

the brand could receive negative attention  

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

i would advise the brand to go ahead as he has a large audience and a strong public image which could help the brand .

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?

nike , he’s a successful footballer with an international audience.

Audience:

Take one of his campaign posts and write all THREE readings of it.

CHILD POVERTY 

preferred : supports rashfords message 

negotiated : agrees with the message but not everything 

oppositional : disagrees with his campaign 

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

that child poverty is an important issue 

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

disagree with some of rashfords ideas about how it should be solved 

3.  Oppositional: how might a critic reject it?

a critic might argue that a celebrity or footballer should not be getting involved in political or social issues 

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

social interaction and information 

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

football related imagery and his identity as a footballer .

Representation:

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

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

charity work , campaigns and positive actions 

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

close ups , positive facial expressions, sports clothing and football settings can make him appear successful and confident.

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

positive and challenges stereotypes 

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

positive : he is represented as caring and responsible 

challenged stereotypes: that young black men are only interested in sport and fame

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

i mostly agree that rashford is represented as successful , caring and socially responsible.