Marcus Rashford - Context & LIAR

 Context:

1. 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?

By the layout of his website, he's more focused on his football career than most of his campaigning.

Language:

Analyse the website (or a page of it) using the denotation/connotation method, then judge its coherence.

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

Football highlights, Brand sponsors, Navigation menu

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

Highlights - Shows his career achievements

Brand Sponsors - He has a lot of brands willing to sponsor him

Menu - More pages on his website to explore 

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

Typography - Sans serif text 

Navigation Menu - Links to different parts of his site

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

Coherent. The site layout shows all parts of his career such as his book club, football highlights and brand sponsors

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

On his instagram page, the content focuses on his football training and achievements. His twitter also focuses on his football career, so does his website. however his website also contains information about his book club and a biography.

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

He uses his childhood upbringing as a moral justification for his advocacy. Because his story is known, he is seen as an activist calling for positive changes

Industry:

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

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

His fans would be interested in the brand, they would prefer to buy products from that specific brand instead of others because Rashford had sponsored it. The brand would also have access to a younger demographic 

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

The brands use collaborative to post their content across both pages

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

Rashford's image is built on honesty and advocacy. If he collaborates with a brand which does not run on the same ideology as him it would be seen as hypocrisy

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

Yes, if they have the same motive. 

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 can build a new image of social responsibility and purpose, so collaborating with Rashford introduces a new image of a brand which prioritises social change 

Audience:

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

https://www.facebook.com/share/p/1DLdyN2DuB/?mibextid=wwXIfr

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

He gives children access to books and libraries, following the pandemic. wants to show the audience that despite his fame he stays connected to his roots and wants the audience to empathise

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

They might recognise the cause but question why he is partnering with a global brand.

3.  Oppositional: how might a critic reject it?

They could see it as a marketing strategy for Burberry and that his intentions are not in interest of the children but the brand.

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

Social Integration - Gives the user a chance to comment on positive news to discuss

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

His website contains both parts of his book club campaign and his football highlights

Representation:

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

https://www.facebook.com/share/p/1DLdyN2DuB/?mibextid=wwXIfr

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

He shows his work with primary school children from different regions.

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

On the post there is a wide shot of him with primary school children. It uses bright studio lighting

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

The post subverts the stereotype of rich people/celebrities being greedy with their money and not helping others. In this post it shows Rashford spending his time and money on his book club

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

 Rashford is shown as a saviour for impoverished children and helping their parents. he challenges stereotypes of celebrities being unhelpful and self centred 

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

Yes, Rasford's online presence helps to challenge negative stereotypes in many ways. he regularly posts content regarding his book club and helping children from poorer backgrounds similar to him. he also comments and reposts on posts that show his positive impacts.

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