Media Language Flashcards
Why is KSI an interesting product to study in terms of genre
Like other internet influencers, he represents a
‘brand’ more than a particular genre and takes pride
in the diverse range of media products (in different
genres) he produces.
KSI & Trends
KSI has been clever in anticipating internet trends of the past decade.
Consider his ‘Let’s Play’ videos, comedy clips (with the Sidemen), prank videos, ‘diss tracks’ (songs that mock and
insult other YouTubers).
How do his ‘lets play’ and his prank videos videos follow the codes and conventions of these alternative media products?
Let’s Play Videos (Gaming Content)
•Uses screen recording, live commentary, and reaction-based editing
•Relies on informal, comedic, and exaggerated reactions to engage audiences
•Encourages audience interaction through live chat, comments, and gaming challenges
Prank Videos
•Features candid-style footage and hidden camera elements
•Uses narrative structures based on set-up, build-up, and reaction
•Often plays with shock value and social boundaries, following prank video conventions
KSI ‘Not over yet’ music video - what are the conventional elements familiar from other hip-hop music videos
- High-energy visuals: Intense training sequences, urban settings, and a cinematic aesthetic
- Symbolism of struggle and success: The boxing theme represents perseverance, a common motif in rap culture
-Intertextual references to great - but humble figures. Such as Mohammed Ali
- Performance shots: Close-ups of KSI rapping directly to the camera, reinforcing his star persona.
- Fast-paced editing: Quick cuts and slow-motion shots heighten the dramatic intensity
Why are YouTubers different to celebrities
YouTubers operate quite differently to traditional
celebrities.
Instead of attracting fans with their beauty and luxurious lifestyles, influencers rely on two main qualities: authenticity and relatability
What are some conventions of YouTubers has KSI has used to suggest authenticity and relatability
Direct address to camera, sat in a bedroom or small studio – cheap, lo-fi production.
Use of language associated with young urban men: slang mixed with street dialect and gaming/social media terms. This reinforces KSI’s authenticity.
He regularly has guests – sometimes these are members of his own family (particularly his brother Deji) This helps to build a personal relationship with his fanbase, who feel like they’re part of his ‘family’.
• In earlier videos especially (e.g. ‘FIFA 13/Blacks vs The World’), the video is based around banter between Olatunji 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.
Consider how and why some of the comments (borderline racist and homophobic like these might not be permitted on a mainstream TV channel.
Why does the semi- domestic environment of Olatunji’s room and relationship with his brother make them possibly
more acceptable?
How does this strengthen the audience’s relationship with Olatunji?
- Why Might Borderline Racist and Homophobic Comments Not Be Permitted on Mainstream TV?
• Public Scrutiny & Reputation: TV channels operate under higher public and advertiser accountability, meaning controversial content could lead to loss of sponsorships or audience trust.
• Mass Audience Sensitivities: Mainstream TV caters to a broader demographic, whereas YouTube allows for more niche, self-selecting audiences who may tolerate or even expect edgier content.
- Why Does the Semi-Domestic Environment Make These Comments More Acceptable?
• Casual, Unscripted Setting: Unlike TV, which feels formal and carefully curated, KSI’s bedroom setting and sibling dynamic make the content feel spontaneous rather than malicious.
• ‘Private’ Tone in a Public Space: Viewers feel like they’re eavesdropping on an inside joke, rather than consuming something meant for mass broadcast. This blurs boundaries between personal and public discourse.
• Sibling Banter as a Shield: The dynamic with his brother frames offensive jokes as playful teasing, reducing the perception of genuine malice.
- How Does This Strengthen the Audience’s Relationship with KSI?
• Creates a Sense of Intimacy: The low-production, home-setting makes KSI feel relatable and unfiltered, increasing audience trust.
• Reinforces His Authenticity: By maintaining his raw, unpolished style, KSI appeals to fans who value authenticity over corporate polish.
• Cultivates a Loyal Community: Fans feel like they “know” him personally, leading to stronger engagement, loyalty, and parasocial relationships.
• Postmodern Media Persona: KSI uses self-aware, performative authenticity to build audience connection.
In recent years, what genre has KSI produced more products for?
Give examples
The Mainstream.
- hip-hop albums
- music videos
- live sporting events
All 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).
Why may KSI have produced more mainstream content?
• Broadening His Audience: He outgrew his early YouTube persona, expanding beyond a niche gaming audience to mainstream music, sports, and TV fans.
• Increasing Marketability: Aligning with mainstream brands and TV networks required toning down controversial humor to secure sponsorships and collaborations.
• Postmodern Self-Awareness: KSI acknowledges his past and plays with different versions of himself, blending edgy humor with professional ambition to maintain authenticity while evolving.
According to the esquire interview - how might KSI’s values have changed over time + a quote from the article
In the article, KSI reflects on how much he has grown since he started on YouTube as a teenager.
His values have shifted significantly from being purely focused on entertainment—often through shock value, crude humor, and controversy—to a more mature, disciplined approach that acknowledges his influence on millions of people.
“I need to take responsibility for the power I have.”
How do the videos where he reacts to numerous ‘Old KSI’ videos adds to the sense of authenticity and relatability
- especially from an audience that has grown up with social media
KSI’s reaction videos to his older content enhance his authenticity by showcasing his personal growth and self-awareness.
By openly confronting and reflecting on his past, he demonstrates that he isn’t afraid to acknowledge his evolution—an experience that resonates with audiences who, like him, have a history and digital footprint on social media.
This honesty makes him more relatable, as viewers see a genuine, human side in his willingness to learn from his past and evolve over time.
Consider the processes through which meanings are established through intertextuality: Examples
(3)
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.
Consider the processes through which meanings are established through intertextuality:
KSI’s use of intertextuality helps establish meaning by blending familiar conventions from different media forms.
- His content initially existed alongside video games, following the typical structure of ‘Let’s Play’ and e-sports commentary videos. However, he extended beyond this format, using his early YouTube success to transition into scripted comedy and music with the Sidemen.
- His boxing content draws on professional boxing’s promotional tactics, including training montages, ‘call-outs’ to rivals, and large-scale live events. These elements mimic traditional boxing marketing strategies, reinforcing the legitimacy of his fights. Similarly, his Not Over Yet music video references iconic cinematic depictions of boxing, particularly Rocky, adding a sense of struggle and perseverance to his personal narrative.
- Through these intertextual references, KSI positions himself not just as a YouTuber but as a multifaceted entertainer, making his content more engaging and relatable for audiences who have grown up consuming digital and mainstream media simultaneously.
Theoretical approach: Postmodernism – Baudrillard
Theory outline
Jean Baudrillard asserts that in our media- saturated contemporary culture, it is difficult to discern what is ‘real’ and what is ‘artificial’.
Often media texts pretend to reflect ‘reality’ by mimicking the conventions of news reportage or documentary
Baudrillard calls this ‘simulacrum’ – an imitation that appears more real than the thing it is imitating
Theoretical approach: Postmodernism – Baudrillard
Theory significance of ‘authenticity’ in YouTuber culture
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. In addition to this, their success needs to appear achievable (KSI says his whole career is based on simply ‘proving people wrong’).
Theoretical approach: Postmodernism – Baudrillard
What is the reality of this ‘authenticity’ & how has KSI tackled this issue
• However, 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’.
Influencers 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. This has been 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.’
