Marcus Rashford CSP

 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?

There is a image of Marcus Rashford in an England football shirt and when you click on it it takes you to the England teams football page which suggests how he feels honoured to be apart of England's national team and wants people to know that about him proving how important it is

For campaigning there is a image of him and when you click it then it will take you to a book club link showing his books and how he wants people looking at the website to know more about his life outside of football

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)

I can see his club which is Manchester United, I can see he is apart of the England national football team and I can see his brand logo

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

Manchester united image suggests that he is a player for that club and is proud to have that on the main page. There is a image of him in an England jersey suggesting he loves his country and plays for the team and wants everyone to know he does. His brand logo suggests uniqueness and how he wants to stand out and show people it so they can recognise the logo anywhere

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

One technical code is that one image of him where it features a black and white images which follows the natural principle which is simple and club logo colours are featured and one genre is Marcus Rashford has created a strong personal brand that merges different genres – footballer, campaigner / activist, influencer, celebrity.

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

I think it is well integrated because the colour scheming matches every image of him and he has a few interesting things other than football which shows he can be a normal human like everyone

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?

Marcus is wearing a Burberry scarf on a suit which makes him stand out then a normal man in suit and he is advertising for Burberry as many people look up to Rashford and everyone is mostly active on social media so him wearing it highly promotes the luxury brand.

Audience:

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

I am doing it on his about section where is says how he has helped people

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

He wants us to to think he is more than just a footballer he is a helpful man who collabs with charities to make all school meals free and he wants us to help the vunerable to and he is trying to inspire us to be a good person

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

He is a professional player who is doing an incredible act but doing this is making him care less about his career

3.  Oppositional: how might a critic reject it?

A footballer should only focus on their career and not anywhere else as they want credit for everything and doing this is just a scheme for even more fame and popularity 

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

Social interaction because it focuses heavily on his community activism,charity campaigns and social justice rather than only football like other players.

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

It keeps the tone humble and inspiring as the website does not brag about money or popularity it only speaks in a simple honest way which wins hearts of football fans and campaigners who are also supporting and speaking out for the course.

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.

1.Positive and trusted public image

2. Huge and diverse audience reach

3.Similar values or beliefs

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

Social media is used to connect the brand with Rashford and post pictures,videos and messages showing they have now patnered up

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

If Rashford is involved in a problem the brand is associated with him and there image will also go downhill and people will loose trust in the brand.

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

Personally i would allow them to go ahead as Marcus has a very strong and positive mindset and a pure soul filled with love as he cares about more than football about the actual people and their daily struggles.

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?

One brand is nike which is partnered with Rashford as they have shared values as both focus on determination,equality,and helping young people making the sponsership feel natural and not just for money.

Representation:

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

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

Rashford chooses what to show to create a specific image- a caring ordinary person fighting for others.

He left out his fame and the negatives as he hints the focus on the children not himself.

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

There is a medium closeup image of him which shows his face and his club logo perfectly which shows that football means a lot to him and how it is also a priority to him

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

C-Rashford is a young working class Black British man who is stereotyped as a normal athlete but he is indeed a educated and powerful campaigner

A-He shows young people can make a huge difference pushing the stereotype were young people always depend on parents and are useless.

G-He shows men can be compassionate,soft and gentle challenging the fact men should only focus on work and status

E-He doesn't hide his past or current working class background challenging the fact that people from a poor childhood can't be a influencer

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

He is represented as a caring and community focused man who is young and talented but does not forget his priorities.He challenges the stereotype that famous people only care about money and fame.

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

I mostly disagree as Football yes should be his first priority but helping other children and families will always come before that and he deserves to choose how to spend his hard earned money.