Statement of Intent feedback LR and Redraft

Mark

Comments

3

Link to brief: 2 Use of media terminology (language/representation/theory): 1   Comments for AQA: The intentions made by the candidate in this statement are largely inconsistently appropriate to the brief outline. They have not gone into any real detail about the magazine for example no magazine title given etc There are some attempts at including media terminology e.g. cover lines and camera shots but again these are vague and lacking detail and depth   Next steps: Develop your statement of intent by going over the brief outline on Google Classroom and ensure you include all the key words highlighted and mentioned in your own statement of intent Use the statement of intent guidance document to support you with this as you will need to reference media theories too

I am planning to produce a two paged magazine which will focus on a celebrity who recently launched their book about motivating and disciplining young people who may currently be struggling and to overcome their struggles, this book will help them to overcome these difficulties. 

The first page of the magazine will feature a medium close up photograph of the celebrity as the central image which connote strength and dominance. Following this, I will include a cover line which will contain a text that will provide and mostly cover a brief introduction and an overview of the celebrity's book which will try and convince young minds to purchase and read it to improve their everyday lives. To do this, I will use a serif font for the headlines and multiple cover lines to give the celebrity's promotion magazine a more of a polished, worldly-wise and a civilized look.

The second page of my magazine will contain some more smaller original pictures of the celebrity and will cover topics such as "How advice about being consistent and disciplined from this book could change your life". I will use multiple camera shots of the celebrity to communicate meaning with the audience: Medium close up to exaggerate strong emotions which will help the reader's motivation to increase. Another camera should could be medium shot to show how inspiring and exciting it could get if the readers use the celebrity's advice. Most of the page will go over the celebrity's backstory and how you can avoid the mistakes he made in his life.

OSP: Rashford & Kardashian - Audience and Industry

 Audience

1) Who are the potential target audiences for Marcus Rashford and Kim Kardashian's online content? Try and cover both demographics and psychographics.

• Age: 13 - 20
• Gender: Male/Female
• Social class: E - C1
• Race/ethnicity - 
• Job/profession/earnings: Unemployed , working class, skilled working class, lower middle class
• Home (city/village/countryside)

2) Marcus Rashford’s online presence is partly driven by his excellent use of social media. How does he use social media to engage with his fans and make them feel part of his brand?

He posts about how he makes protests against the government, make books for children to read and advertises his brand online to engage with his audience 

3) What is Instagram engagement rate and what engagement rates do Marcus Rashford and Kim Kardashian have? 

Engagement rate is how much followers an individual has on Instagram and Marcus Rashford has over 17m Instagram followers, Kim Kardashian 350m.

4) Go to Marcus Rashford and Kim Kardashian's X or Instagram account. Find and screenshot/link three posts that show the different aspects of their brand e.g. Relatable person (normal, down to earth), Campaigner (interested in politics), Celebrity (e.g. awards ceremony or fashion), Brand promotion (e.g. selling a product).

5) What audience pleasures are provided by Marcus Rashford's online presence? What about Kim Kardashian? Try and apply Blumler and Katz's Uses and Gratifications theory here. 

INFORMATION/SURVEILLANCE: learning information that you did not already know for example, how many children use to be in need of school meals in the uk in lockdown

IDENTITY: personally relating to something like what families use to go through in 2020

DIVERSION/ENTERTAINMENT: escapism and being entertained away from your normal life this could be through Marcus rashford's advertisement of his book for children

RELATIONSHIPS: social interaction, caring about characters or celebrities like Marcus rashford 

6) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Marcus Rashford and Kim Kardashian's online presence be?

• Preferred reading (people who support Rashford/Kardashian): Marcus rashford had a big impact on politics as he was able to gain his goal to get children free school meals.
• Oppositional reading (people who criticise Rashford/Kardashian): Kim Karashian's advertised products are over priced for many people

Industries

1) What is Marcus Rashford and Kim Kardashian's net worth and how does their online presence help them to make money? 

Marcus Rashford’s net worth has been estimated at around £16m (source: Sunday Times rich list). This includes:

• £300,000 per week from Manchester United (£15.6m a year)
• £2m endorsement deal with Nike
• Additional deals with Burberry, Jaguar Land Rover, Coca-Cola and others

Kim Kardashian’s net worth has been estimated at $1.7 BILLION. This is from:

• The Kardashians TV show on Hulu is a $100m deal
• Her brands SKIMS, KKW Beauty and many more

2) What companies/brands are Rashford and Kardashian associated with? Why might they want to be linked to those celebrities?

Marcus Rashford has partnered up with companies like Nike, dnmaysportsmgt, Manchester united, England national team and finally threesixzero. this information can be seen through his website

3) Research Twitter/X and Instagram. Who owns the companies, how do they make money and how much profit did they make last year?

Twitter/X

• Twitter was started by Jack Dorsey in 2006. It has over 500 million active users worldwide. 
• Twitter’s revenue is around $3 billion. 
• Twitter makes most of its money through advertising – promoted tweets or ‘trend takeovers’.
• In 2022 Elon Musk bought Twitter for $44 BILLION and has since added controversial new features and renamed it X.

Instagram

• Instagram is an image and video sharing site launched in 2010. 
• In 2012 it was bought by Facebook for $1 billion. Facebook and Instagram’s parent company is now called Meta – a global conglomerate.
• Instagram has over a billion active users worldwide and more than 25 million users in the UK alone.
• Instagram revenue in 2023 was $61 BILLION.

Instagram: a danger to teenagers?

4) What are the worries about Instagram’s negative effects?

• Over 40% of Instagram users are aged under 23.
• Research suggests that Instagram is damaging to mental health – particularly for teenage girls.
• The research suggested one in three girls felt bad about their bodies and Instagram made this worse. It is also linked to increased anxiety and depression.

5) How do social media platforms manage online abuse on their platforms and why has Marcus Rashford drawn attention to this? How might this change in the future?

The government is introducing the Online Safety bill to try and add regulation of the internet to Ofcom’s role as media regulator. This includes:

• Sending threatening posts being punishable by jail sentences.
• Platforms like X and Instagram having to actively prevent users seeing harmful material – or risk being fined by Ofcom.
• Platforms paying Ofcom to regulate their content.

6) What happened by law in 2022 that changed the way the internet is regulated? Write three changes that this new law may bring in and explain why it is difficult to regulate the internet.

Government introduced the Online Safety bill to try and add regulation to the internet, this prevents users from being harmed online as sending threatening posts will be punishable by jail sentences and other platforms like X and Instagram having to actively prevent users seeing harmful material – or risk being fined by Ofcom.