OSP: Rashford & Kardashian - Language and Representation

1.

Website Conventions

Marcus Rashford's Official Website:

1. Simple, Clean Design - The site often features a minimalist design with an emphasis on readability and easy navigation.
2. Clear Branding and Logo - His branding is prominent, usually involving his name or signature with distinct fonts.

Kim Kardashian's Official Website:

1. High-End Aesthetic - The design is sleek, modern, and luxurious, reflecting her personal brand and style.
2. Product Integration - Prominent sections for SKIMS, KKW Beauty, and other business ventures.

2.

Promotion of Brand: One of the primary ways Marcus Rashford promotes his brand is through the dedicated campaign sections on his official website, especially related to his mission of tackling child food poverty

Why it Promotes his Brand: This section portrays him not only as an athlete but as an activist who uses his platform to fight for social justice.

Example: A detailed post or article about his campaign work, including petitions or calls for action, such as the campaign he led in 2020 to extend free school meals during the COVID-19 pandemic.

Promotion of Brand: On Instagram, Rashford shares photos of himself participating in charity events, meeting with politicians, or interacting with children benefiting from his programs.

Why it Promotes his Brand: By using Instagram to share moments from his charity work and personal messages, Rashford engages directly with his followers, motivating them to support his causes.

Example: A post where Rashford holds up a sign supporting a campaign, with a caption explaining how followers can contribute to his mission. This is often accompanied by the hashtags #EndChildFoodPoverty or #RashfordMission, encouraging further engagement. 

3.

Promotion of Brand: Kim Kardashian’s official website prominently features her SKIMS brand, which is a major part of her business empire. The SKIMS section showcases her product lines, from shapewear to loungewear, highlighting their inclusivity, comfort, and design.

Why it Promotes her Brand: SKIMS is a central element of Kim’s brand identity—luxury, body positivity, and innovation. By focusing heavily on her products, offering limited-time promotions, and showcasing celebrity endorsements, she reinforces the luxurious yet accessible image of the brand.

Example: A product launch post on SKIMS for a new line of loungewear, showcasing a model wearing the items, with a call to action encouraging customers to "Shop Now." Kim often shares her own personal involvement in the design process, reinforcing her hands-on role in the brand.

Promotion of Brand: On Instagram, Kim often posts high-quality, stylised images that feature her fashion choices, beauty looks, and lifestyle moments.

Why it Promotes her Brand: These posts highlight Kim’s personal style, beauty, and the luxurious lifestyle associated with her brand.

Example: A post where Kim shares a close-up photo of herself wearing KKW Beauty makeup, with a caption like, "Loving my new KKW Beauty highlighter—shop the link in bio!" accompanied by the brand’s hashtag #KKWBeauty.

4.

Marcus Rashford's online presence is a powerful example of how a public figure can use personal narrative, particularly their childhood upbringing, to build a positive, relatable, and inspiring brand identity. Through strategic storytelling across his website, social media, and media appearances, Rashford has used his experiences growing up in a working-class family to foster a strong connection with his audience.

5.

Kim Kardashian’s website and social media play a significant role in promoting various media products, shows, and ventures under the Kardashian brand, leveraging her fame and influence. By seamlessly integrating her media projects into her online presence, Kim not only drives attention to her own business ventures but also extends the reach of other media products that are part of the Kardashian family empire.

REPRESENTATION:

1. Rashford’s clothing choices are often used to convey professionalism, humility, and relatability, while aligning with his activism. On his social media and website, he can be seen in a mix of formal, athletic, and casual wear, each carefully chosen to reflect different aspects of his identity.

The settings in which Rashford is photographed or filmed play a crucial role in shaping how he is perceived. Whether it’s a professional environment, a community setting, or a more personal, intimate space, each location helps to craft a different layer of his brand identity.

2. Rashford has used his platform to draw attention to issues such as child food poverty, education, and inequality. His posts about these causes present him as a compassionate and driven individual, eager to make a difference in the lives of others.

3. Marcus Rashford's online presence significantly challenges various stereotypes related to gender, race/ethnicity, social class, and football. By crafting a multifaceted public image that transcends traditional expectations, Rashford redefines and disrupts narrow narratives, particularly in the realms of masculinity, race, and class.

4. Kim Kardashian's website and social media presence craft a highly curated and specific representation of celebrity, positioning her as a multifaceted figure who embodies a combination of glamour, business acumen, personal empowerment, and strategic self-presentation. Through her online presence, Kardashian challenges traditional views of celebrity by promoting an image that is both aspirational and relatable, blending high-fashion allure with moments of personal vulnerability.

5. Kim Kardashian's online presence both reinforces and challenges various gender stereotypes, navigating the fine line between traditional portrayals of femininity and a more modern, empowered version of womanhood. Her social media platforms and website present a multifaceted image of celebrity that speaks to traditional ideals of femininity, while also subverting expectations of what a woman, particularly a public figure, can achieve in the realms of business, self-presentation, and personal empowerment.