Audiences Flashcards
Who is KSI’s target audience?
•KSI’s core audience primarily comes from the C2DE demographic, representing working-class to lower-middle-class individuals.
•Many of these viewers are young and may aspire to the wealth, success, and status seen in KSI’s lifestyle.
From urban areas- use of dialects such as MLE etc (Multi-cultural London English)
• KSI taps into this aspirational element through his YouTube persona, boxing career, and music, which symbolize achievement and fame. (Underdog narrative)
• Merchandise is marketed to KSI’s fanbase, which may not have the same disposable income as wealthier audiences but is still loyal and engaged.
• KSI’s merchandise creates a sense of community and exclusivity, allowing fans to feel connected to him and potentially elevating their status among peers.
How does KSI appeal to his target audience
KSI’s content clearly targets a young, mostly male audience. His ‘laddish’ banter, edgy mischief and ‘beefs’ are stereotypically masculine behaviours, though more light-hearted and jokey than explicitly violent.
• In addition, Olatunji’s DIY success – seemingly doing whatever he enjoys and ‘proving people wrong’ – appeals to young, ambitious, and creative people. His ability to go from YouTuber to professional boxer is a detailed narrative of aspirational dedication
Consider how audiences interpret the media, including how and why audiences may interpret the same media in different ways
KSI has been controversial. His banter in early videos could be seen as offensive, and his use of language has also provoked criticism.
However, Olatunji is sensitive to the social climate and
values of his fans and is keen to show how some of his values have changed. The ‘Old vs New KSI’ videos emphasise this and allow both sets of fans to enjoy his content.
• It is also likely that audiences from a predominantly white, middle class, 35+ years old audience won’t really comprehend what is enjoyable or unique about the content.
• Audiences over 60, with conservative values,
may feel suspicious that someone so young has
become so rich and successful by pursuing a
non-traditional career.
Consider theoretical approaches: Reception
theory – Stuart Hall
Concept outlined
Stuart Hall’s Reception Theory suggests that audiences actively interpret media texts in three ways—dominant, negotiated, or oppositional—based on their own values, experiences, and social contexts.
What is the intended meaning for ‘Q&A Sunday BEST WISHES EVER’ (Old KSI)
In KSI’s early video “Q&A Sunday BEST WISHES EVER”, his use of crude humor and offensive “banter” might be seen as mocking certain groups, which was common in early YouTube content.
This unfiltered, boundary-pushing style resonated with younger audiences, making his content seem more authentic and relatable compared to the polished, censored mainstream media of the time.
Building a relationship with a growing audience- establishing his identity as a boundary - pushing entertainer
What is the intended meaning for KSI’s video ‘A week in the life of KSI’ (new KSI)
The video showcases his daily life, emphasizing his growth and new ventures, such as music and boxing, and highlights his more mature, disciplined side.
It presents an image of success, hard work, and personal growth, catering to a wider, more mainstream audience while maintaining authenticity.
It underscores KSI’s journey from a controversial figure to a more responsible and influential personality, emphasizing his shift toward positive role modeling and business-savvy.
What might be a negotiated meaning (e.g. an member of KSI’s audience from the offset )?
Of Old Versus new KSI
A negotiated meaning from a white, middle-class audience member might recognize and appreciate KSI’s evolution but still hold some attachment to his earlier persona.
They may understand his shift toward a more mainstream, politically correct image but still find his old videos entertaining for their raw, unfiltered humor.
This audience could see the change as a reflection of KSI’s growing success and broader appeal, recognizing that he must cater to a wider audience, including brands, sponsors, and a more diverse fanbase.
However, they might miss the rebellious, unrestrained side of his earlier content, viewing his current image as more corporate and less authentic in comparison.
What might be an oppositional response (e.g.
from a conservative, right wing, older audience
member) ?
Of old versus new KSI
An oppositional response, particularly from a conservative or older audience, might view KSI’s shift from crude humor and an untraditional career path to a more politically correct persona as a strategic move to adapt to social norms and avoid cancel culture.
They could see this change as inauthentic, viewing him as a marketable figure who tailors his brand to stay relevant rather than genuinely evolving. His “progress” may be seen as a response to the social climate, rather than a true personal transformation.
Feminist theory - Van Zoonen
applied to KSI
KSI’s content both challenges and conforms to gender and racial stereotypes. Early on, his videos often reinforced traditional masculine stereotypes, using crude humor and physical posturing.
However, in more recent content, like his music videos and commentary, KSI shows a more vulnerable side, addressing social issues and offering a broader, more diverse representation of masculinity.
As an independent creator, he provides a unique voice that is tied to his identity as opposed to an entire corporation. Therefore he can vary in his expression of his own masculinity - Resonating with a younger, more diverse audience.
Fandom - Henry Jenkins
Applied to KSI
KSI actively engages with his fans across platforms like Twitter, Instagram, and TikTok, often sharing personal moments, behind-the-scenes content, and engaging in direct interactions.
E.g. He interacts with ‘fan labour’ - such as commenting on fan edits of himself.
This creates a sense of accessibility and authenticity, as fans feel personally connected to him and his journey.
