Rashford and Kardashian - Language and Representation

Language and Representation 

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. 

Website:

-Logo/brand idenity

-Menu/ navigation tool

-Link to homepage

-Central image

Social Media:

-Background/banner image

-Video/images

-Profile picture

-Bio

-Verification


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. 

His central image is at a low angle which connotes the confidence and superiority of his brand, his achievements on his website show the progress and success of his brand, and how its aim is to help others.


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. 

Her website mentions her being an entrepreneur and also mentions her brand SKIMS, promoting her business. She tags her brand accounts in her bio, self promoting her business and showing her success.


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

He is known as a ‘working class hero’ by his campaigning work on food poverty such as his work with food charities and food banks, and also his football career as he had a passion since childhood.

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)? 

In her social media accounts, she consistently tags her brand accounts such as SKIMS in her bio, furthermore she promotes the kardashian family through the Kardashian Kloset website, where all the family members are mentioned.




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? 

On social media Rashford’s profile picture reinforces his representation as a famous footballer playing for Manchester United furthermore on his website central image he is seen wearing a formal suit along with a strong posture which creates a very powerful and formal representation of him and his work


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.

on his social media, Rashford self promotes his book which makes him a positive representative as he wants children to read more. In addition on a food base charity website called fair share the headline shows his work with them which creates a Father positive representation of him along with his campaigning for free meals.


3) How does Marcus Rashford's online presence challenge stereotypes? Think about gender (masculinity), race/ethnicity, social class or football here. 

Rashford mixed ethnicity subvert racial stereotypes as white people are traditionally seen as more hard-working furthermore his charitable work also subverts stereotypes as women are usually seen as more caring and empathetic.


4)  What representation of celebrity is created by Kim Kardashian's website and social media? How are audience encouraged to view celebrity? 

audiences are encouraged to be obsessed with the Kardashians through the Kardashian closet website as the website allows their fans to buy previously worn clothes by Kardashians, audiences are also encouraged to see celebrities such as Kim Kardashian as powerful which is represented through her large following


5) What gender stereotypes are reinforced or challenged in Kim Kardashian's online presence? 

Kim Kardashian traditional gender stereotypes as women are not traditionally seen as hard-working and capable of running multi billionaire businesses like Kim Kardashian is able to however she also reinforces stereotypes of women having to wear make-up to look more pleasing as how online presence is heavily associated and based off of make-up and beauty



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