Researchers praise Marcus Rashford’s social activism

Researchers studied Marcus Rashford's use of social media
The study examined how the Manchester United star uses social media to drive political change and promote philanthropic causes

Manchester United striker Marcus Rashford’s social activism should serve as a “blueprint” for other politically conscious celebrity athletes, according to a new academic study.

Researchers from Glasgow Caledonian University and the University of Alabama have examined what some of the world’s biggest sporting icons can learn from the England star, in a new paper for the International Journal of Sport Communication.

Using Rashford’s campaign to support vulnerable children during lockdown as a case study, the paper highlights the transformational difference celebrity athletes can make through social activism and advocacy for philanthropic causes through their use of social media.

Academics studied more than 400 news stories and Rashford’s social media posts from Facebook, Twitter and Instagram, from January 2020 to December 2021, to track how his campaign to ensure no child in need went hungry resulted in a UK Government U-turn over free school meals vouchers.

Researchers highlighted the “humble, dignified and calm narratives” employed by Rashford as key to winning public support.

The social activism led to the formation of a child poverty taskforce backed by some of the UK’s biggest brands and supermarket chains.

Professor John Harris, of Glasgow Caledonian University, one of the authors of the paper, said: “This case study showed that Rashford understood how to use his position to leverage his appeal to inspire social change and make a positive difference.

“Social media has provided celebrity athletes like Marcus Rashford with a platform to communicate openly and authentically with fans.

“Rashford was able to speak with a sincerity and sensitivity that resonated with his millions of fans, social media followers, and the public alike.”

A Case Study of Marcus Rashford: The People’s Champion, a “National Treasure,” and an Inspirational Personal Brand features in the International Journal of Sport Communication.