ksi - media language

Question 1

what does ksi represent regarding genre?

Answer 1

he represents a
‘brand’ more than a particular genre and takes pride
in the diverse range of media products (in different
genres) he produces.

Question 2

what do influencers rely on to attract fans?

Answer 2

influencers rely on
two main qualities: authenticity and relatability

Question 3

what conventions has KSI used that suggest authenticity and
relatability?

stuart hall - constructing

Answer 3

• direct address to camera, sat in a bedroom or
  small studio – cheap, lo-fi production.
• use of lang associated with young urban
  men: slang mixed with street dialect and
  gaming/social media terms - reinforces authenticity
• regularly has guests – members of his own family / other internet celebrities.
  helps to build a personal relationship with
  his fanbase, who feel like they’re part of his
  ‘family’.

Question 4

what conventions has KSI used that suggest authenticity and
relatability? continued

Answer 4

• earlier videos (e.g. ‘FIFA 13/Blacks
  vs The World’) based around banter
  between JJ and his brother. the language
  and humour are crude, but unpolished, and this
  adds to the authenticity.
• some of the humour borders on racist or
  homophobic – this adds to the ‘unpolished’
  feel of the video

Question 5

how is his image evolving?

Answer 5

• produced media
  products in more mainstream genres: hip-hop
  albums, music videos and live sporting events
  that are produced using professional crew.
• he has also appeared as a guest on broadcast TV
  shows like The Big Narstie Show (which would
  fit with his ‘edgy’ comedy image), Celebrity
  Bake Off and even Blue Peter (which go against
  the image).

Question 6

intertextuality

Answer 6

like many YouTubers – especially ‘e-sports’
players/commentators – their own product exists
adjacent to the main text (the videogame).

• KSI moved beyond this: he harnessed the
  popularity of his ‘Let’s Play’ videos and used it
  as a launchpad to publicise his scripted comedy
  and music products with the Sidemen.
• the training montages, ‘call-outs’ (challenges
  to other potential boxing rivals) and live events
  use all the conventions of the big budget
  professional boxing match.
• the video to Not
  Over Yet also draws on cinematic representations
  of the sport, particularly the Rocky franchise.

Question 7

jj and baudrillard - how does jj try to be authentic and real? but is this constructed?

Answer 7

• YouTubers build a strong relationship with their
  audiences by appearing ‘authentic’ and free from
  the trappings of traditional celebrity culture
  – they need to appear relatable, rather than
  idealised
• their success needs
  to appear achievable (KSI says his whole career
  is based on simply ‘proving people wrong’).
• but, this ‘authenticity’ is just as constructed as any other media product. the
  static computer camera, domestic mise-en-scène
  and edgy banter are designed by KSI to create
  the impression of ‘reality’ and construct his
  persona as the ‘cocky, cool older brother’.

Question 8

what do influencers struggle to maintain? (baudrillard)

Answer 8

struggle to maintain the sense of authenticity when they become mainstream
celebrities and business people (e.g. Zoella).

• KSI has tackled this by maintaining the ‘cocky older brother’ persona, albeit one that is more mature, responsible and inspirational. best
  achieved through his boxing career.
• when asked how genuine his ‘beefs’ are with
  the YouTubers he has boxed against, KSI has
  admitted ‘Some [of it] is real, some isn’t.’