Marcus Audience

• Marcus Rashford's social media


  • Primarily targets a male audience
  • Focus on imagery of men, language targeting male audiences, focus on male issues and male celebrities
  • Focus on attracting football/sports fans
• Marcus Rashford's social media


  • Targets a young audience
  • High use of emojis, down to earth and youthful tone
  • Focus on schools, children's reading, children's book clubs
• Marcus Rashford's social media


  • Targets a parental audience (age 30-45)
  • Shares information about cost of school dinners, NHS campaigns, food poverty
  • Shares content about his own upbringing that parents can relate to
• Marcus Rashford's social media


  • Targets working-class, regional British audiences
  • Shares content focused on areas of Manchester and London with high levels of poverty and reliance on food banks
• Marcus Rashford's social media


  • Family-friendly, sanitized content
  • Avoids risque content like partying or drinking
• Marcus Rashford's social media


  • Targets black and minority ethnic audiences
  • Includes photos and videos of black and minority celebrities and children
• Marcus Rashford's social media


  • Targets British audiences
  • Use of British iconography, flags, language
• Parasocial relationship


  Fans feel they are interacting with and forming a relationship with Marcus Rashford
• Direct address


  Marcus Rashford uses direct address to engage viewers and encourage them to take action
• Limited social interaction


  Marcus Rashford discourages direct fan interaction, suggests the focus is on his messages rather than him personally
• Marcus Rashford's online media

  • Highly informative and educational
  • Shares content about government campaigns, political issues, support systems
• Marcus Rashford has a huge online audience (9 million Facebook, 5.3 million Twitter, 12.4 million Instagram)
• Marcus Rashford's online posts


  Had a real impact, leading to government U-turn on school meals and £20 million in donations
• Marcus Rashford and other black footballers have faced online hate and racism, including from some politicians
• Not all audiences respond positively to Marcus Rashford's content, some take an oppositional stance