OSP: Language and Representation Blog Tasks

 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. 

Marcus Rashford Website Conventions	Kim Kardashian Website Conventions
Focus on social activism & personal projects: The site highlights his campaigns against child food poverty and his book club.	Focus on business ventures & lifestyle: The site primarily links to her brands (e.g., SKIMS, SKKN) and media projects.
Formal tone and minimalist layout: The website uses a formal mode of address and clean design to project a professional image.	Curated, aspirational aesthetic: The site features  images and content to maintain a high-fashion brand image.
Career navigation: Includes specific sections for his football career and achievements.	Media and appearance focus: Content often relates to fashion, beauty, and public appearances (e.g., Met Gala).
Contact information for press/general inquiries: Provides professional contact details for official business.	Links to various platforms/partnerships: Acts as a central hub (like a Komi link-in-bio page) rather than a single dedicated site.

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. 

• Website's "About" Section: It highlights his journey from beginnings to a hero. By focusing on his MBE and charity work alongside his career stats, he positions himself as a role model who uses his success for the greater good.
• Social Media Posts of His Open Letters: When he posted open letters on free school meals, he used his personal history to connect with the public on an emotional level. This engagement solidified his image as a "man of the people" fighting for social justice.
• Instagram Posts Responding to Abuse: His calm responses to racial abuse reinforce his brand as resilient and committed to his anti-racism values .establishing his role model status.

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.

• SKIMS Product Pages: The high-fashion photos on her brand websites link her image of "flawless beauty" directly to her products. This makes customers associate her style and appeal with buying her shapewear and clothing.
• Subtle Product Placement Posts: Many "personal" posts on social media  feature her products in the background of family photos or lifestyle shots. This strategy makes her luxury lifestyle seem both authentic and accessible if you buy the items she promotes.

 

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

a child's current situation doesn't determine where they are going

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)? 

Kim Kardashian’s website and social media promote other media products by posting previews and links to Kardashian shows, highlighting family brands, and directing followers to related websites and content. This uses her large audience to boost the visibility of the entire Kardashian brand.

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? 

Marcus Rashford uses mise-en-scène to shape how people see him online.

• Clothes: He wears football kits and sportswear to show he is a serious athlete. He also wears simple casual clothes to look friendly and relatable.

• Settings: Photos on the pitch or in training show hard work and focus. Pictures in schools or community spaces show his charity and activism.

• Props: Footballs, training gear, and books highlight both his football career and his literacy campaigns.

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.He posts about his FareShare charity work, showing he helps children and families in need. Photos of him visiting food banks make him look caring and community-focused. He shares messages about his own childhood, showing he understands the struggles families face.

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

Marcus Rashford’s online presence challenges stereotypes by showing a softer and more caring side of masculinity. As a Black British footballer, he uses his platform for charity and education, which challenges negative racial stereotypes.

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

Kim Kardashian’s website and social media show her as glamorous, successful, and famous. She shares her fashion, beauty, and family life, making her seem stylish and influential. Fans are encouraged to see her celebrity as something to admire and follow, by showing luxury, products, and a glamorous lifestyle.

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

Kim Kardashian’s online presence reinforces some gender stereotypes because she often focuses on beauty, fashion, and her appearance. At the same time, she challenges stereotypes by running successful businesses and being in control of her career. She shows that women can be both glamorous and powerful, mixing traditional ideas of femininity with independence.