KSI Flashcards
(28 cards)
Why does the YouTube algorithm promote KSI’s videos?
KSI follows the trends
2016: prank videos, gaming
2017: ‘Beef’ with other YouTubers, diss tracks, fight with Logan Paul
Some examples of KSI’s controversy?
• Uses clickbait “I’m getting deported”
• Saying racial slur against people of South Asian nationality on FIFA stream with the sidemen
What was KSI’s apology video titled?
“I messed up…”
What does KSI’s controversy show about YouTube’s regulation?
That YouTube are less strict than powerful television companies, more lenient to controversy
How does KSI diversify his content? How does this mean he can take more risks?
•Music contract in 2022 with Atlantic records
•Sides restaurant
•CEO of boxing company “misfits”
•X1X vodka
•PRIME energy
•2016: mobile game “KSI unleashed”
•”Best cereal” company
•Clothing brand on his website (ShopKSI.com)
How much does KSI roughly earn from endorsements?
£75,000
How does KSI challenge Curran and Seaton and Hesmondaugh’s theories?
They argue that conglomerates dominate the media industry
KSI challenges this by being an independent producer who has generated huge success
Online media and the rise of social media has changed the media industry
Why does KSI maximise risk to maximise profit?
Audience prefer controversy
He uses clickbait to attract this type of audience
How does KSI create “authenticity”?
Earlier videos set in his bedroom
- low production value
- low key, natural lighting
- family and friends as guests (mostly with his brother Deji)
- urban slag/colloquial language
What does KSI stand for?
Knowledge
Strength
Integrity
What does KSI intertextual reference in his products?
• Rocky franchise (training montage videos)
• FIFA playthroughs
How does KSI construct a simulacra of his old content in his newer content?
Still set in a bedroom, however the ‘bedroom’ is a set
- studio lighting
- PRIME energy and trophy cabinet reflects his brand identity
(Hyper reality is created)
Which famous content creators has KSI collaborated with?
• Lil Wayne
• Sidemen
• Logan Paul
- draws in pre existing fan bases from these channels
How does KSI appeal to younger audiences low attention spans?
• DMOA
• Short videos and captions
• Bright colours and emojis in thumbnails
• Click bait titles “I’m getting deported”
• Blurs out images in the thumbnail to create enigma
How has KSI became more profit driven over time?
Advertises his events at the beginning of videos
What does hyper modality mean?
Links all of KSIs content in a hyperlink
- all of his social media pages and websites are linked in his description, links his content together
How does KSI produce misogynistic content?
Sexualises and objectifies women in thumbnails
- “Thank you!” video - woman stood in underwear in fore front of camera, faceless, KSI looks at her, mouth open, objectifying her
-“Boobs and cleavage” title of video with the thumbnail being a women wearing a top that reveals her chest, covering her face with the troll face
- attracts a male dominated audience by placing women as decorative ingredients
How is KSI represented as homophobic?
“The Sidemen being gay for 60 seconds straight” whilst the thumbnail is KSI licking a chocolate bar
How does KSI represent toxic masculinity?
Cocky and confident attitude
- topless images with gesture codes of him flexing and sticking out his tongue
- machoism: football, boxing, fit physique, rapping
- misogynistic towards women
How does KSI perform masculine rituals?
Machoism
Boxing, football, masculine physique, training montages, rapping, misogynistic, objectifies women
What recent programmes has he appeared on that will attract a middle class audience?
The great British bake off
Gogglebox
Blue Peter
Sport relief
-makes him appear more mature
How is KSIs ethnicity represented?
• Reinforces negative stereotypes around aggression from young black men
• Counter typical representation as he is successful and wealthy
How has KSI constructed a change in his brand identity?
Creates reaction videos of his old content, to show he has changed
- “Reacting to sexual harassment”
How is KSIs content immature?
Prank videos
- cemented microwave on his head
