Context:
1) Career: He is the youngest ever scorer for Manchester United in a European competitive game
Campaigning: launched a program to deliver meals in the early days of covid for disadvantaged children.
This balance suggests his even priorities in having a stable career and performing for his team, whilst helping a cause he was once apart of. It shows how can balance 2 important duties, one of which he willingly went out of his way to give for.
Language:
1) His pictures on the home page in his football kit, his book club, and his partners.
2) His collage of pictures on his home page connotes his multi layered personality; he isn't just a footballer. His book club connotes his purity and love for children. And lastly, his brand partners connote his image he wants to show to his followers.
3) One technical code is his colour scheme on his website which is black and white; connotes simplicity. One genre feature is the links from his website.
4) I think his brand is well-integrated as he works with many brands and has many partnerships. On his website, it contains a page containing all his partnerships...from brands as high end as Burberry, and all the way down to Aldi. This displays his ability to work with all types of companies, and that his football side of his career doesn't clash with his free school meals campaign, and that he levels them both equally in terms of importance.
5) His website mainly supports/promotes his campaign and book club, whereas his twitter focuses on his football career, in which his profile is a picture of his England shirt, and his posts consist of football talk.
6) His online presence and campaign reflects his childhood, as he has shared that he came from poverty when growing up. His experience heavily influenced his free school meal campaign, and presents a positive brand identity through helping those enduring the same unfortunate experiences he went through.
Industry:
1) 1 reason may be for a personal promotion for the brand;more customers. Another may be that the brand wants to show their support with Rashford ... this could encourage those who like him, to shop at the brand promoting him. And a final reason could be that Rashford has a large fan base, meaning the brand can tap into young, globally minded consumer graphics, and target that audience.
2) Social media is used to make these collaborations via adverts, reels ect.
3) One risk to the brand could be a decrease in customer consumption .
4) I would advise the brand to go ahead as Marcus Rashford has made many positive collaborations with brands in support of his free school meals campaign, and balances his football career, and campaigns to help those less fortunate.
5) In November 2020, Rashford partnered with Burberry on a global youth and community initiative, supporting disadvantaged young people, literacy and child food poverty. That brand benefits from helping those in need, and can gain a wider customer base from those in support of Marcus Rashfords campaign.
Audience:
1) A preferred reading would be that he wants viewers to see the good and positive impact he has on the disadvantaged youth.
2) A negotiated reading could be that a viewer may support what he is doing, however, don't see the purpose in posting as these campaigns should be done for the sole purpose of helping... not views.
3) An oppositional reading could be that fans of Manchester United may not support Rashford's side jobs/charities as it takes his focus away from football.
4) Relationships; the post displays Marcus Rashford interacting with the young people, playing football and reading, and this social interaction creates a feeling of care not just for him, but for viewers too.
5) His website home page displays his football pictures and facts about his career from the very beginning, yet also shows his campaign by having links to his book club, and the story of his campaign came about.
Representation:
1) His career from playing with Manchester United is shown; debut ect. However, what isn't shown is his current status on his fotball career.
2) There are a few examples of medium close up shots which display his emotions on and off the pitch.
3) Marcus Rashford challenges the stereotypes of "rich people", as he uses his money for good causes that he once was a part of;poverty. He doesn't hog the millions of pounds he makes a year, and doesn't keep his profits for himself, but instead helps the less fortunate.
4) One way he is presented positively is through his social media posts of him travelling around the world helping children in poverty. Additionally, a stereotype he challenges is his class. Having worked his way up into making millions, he doesn't just keep his money for himself, but helps those in need as he was once apart of those who suffered as a child.
5) I strongly agree with the statement as nothing on his website or any social media platforms for the matter, display any harm/negativity toward any cause, but instead do the opposite; promote the well being of children and supports children in poverty.
Challenge:
6 marker: I believe Marcus Rashfords online presence has been strategicaly structured to present his campaigns and football career as a success. His website uses dennotations of his career and free school meal campaign. Additionally, it also displays the brands he partners with, all of which donate to causes such as children in poverty, literacy ect. His social media platform such as instagram and twitter, share images of him donating, and travelling around the world to help children in need; a cause he was once apart of. This creates a feeling of identity for viewers who may have gone through similar experiences, and feel grateful for the work he is doing. Overall, Rashfords donations, causes, and campaigns all coincide with his football career which allows him to balance both things important.
