1
Q
What does KSI stand for?
A
Knowledge, Strength, Integrity
2
Q
What is KSI’s nationality?
A
British with Nigerian heritage
3
Q
What platform does KSI mainly distribute content on?
A
Youtube
4
Q
What brands does KSI own/co-own?
A
- Prime Hydration
- Misfits Boxing
- XIX Vodka
- Sides
5
Q
What content creator group is KSI a part of?
A
The Sidemen
6
Q
What genres of content does KSI cover?
A
Gaming, commentary, reaction, comedy, pranks, music, sports
7
Q
What game did KSI play in his early content which launched his career?
A
FIFA
8
Q
What are some conventions of online video content?
A
- Low production quality
- Single camera set-up (webcam shot)
- slang and explicit language
- relatable settings (bedroom)
- collaborations
- cultural references
9
Q
What kind of representation is built by the person being represented?
A
Self-representation
10
Q
What convention of online content has led to controversy around KSI?
A
Language - specifically the use of offensive language and racial slurs
11
Q
What type of gender representation is built through KSI’s boxing content and his use of offensive/misogynistic lanuage?
A
Hypermasculinity
12
Q
What is KSI’s estimated net worth?
A
$27 million
13
Q
Approximately how many subscribers does KSI have?
A
24.1 million
14
Q
Why might KSI be considered a role model?
A
He is a young black British man who has achieved a non-traditional path to success
15
Q
Name some differences between KSI’s early content and his more recent content?
A
- Highers production quality
- Product Placement
- Adverts
- more streamlined brand identity (costume, settings, etc)
- less explicit language
- more brand diversification
16
Q
What type of narrative does KSI’s boxing career reflect?
A
Underdog narrative
17
Q
Which theorist developed gender performativity theory?
A
Judith Butler
18
Q
Which theorist have we studied in relation to post-modernism?
A
Jean Baudrillard
19
Q
Which sporting event did KSI’s boxing match with Joe Weller have more viewers than?
A
2017 FA Cup Final
20
Q
Which big US Youtuber did KSI have ‘beef’ with, leading to a boxing match?
A
Logan Paul
21
Q
What is the name of KSI’s scond album that debuted at number 1 on the UK album charts?
A
All Over The Place
22
Q
What is the name of the company, that KSI directs, that offers pay-per-view streaming of Misfits boxing events?
A
Nemesis
23
Q
What elements of Hesmondhalgh’s Level up theories support the study of KSI?
A
- Conglomerates
- Licensing
- Format recycling
- Audience research
- Diversification
- Risk Sharing Partnerships
24
Q
What is the parent company of Google?
A
Alphabet Inc.
25
What is Alphabet (Google)?
$1.688 trillion
26
How have technological developments impacted online media?
Production equipment has become cheaper and more widely available, allowing more people to create and publish content (media amateurisation & media democratisation)
27
What is a prosumer?
A consumer who also produces
28
What is the name of the scheme that allows creators to earn revenue from advertising attached to their videos?
Youtube/Google Ad-sense
29
What other type of advertising do youtubers often incorporate to create revenue?
Brand sponsorships
30
What psycographics does KSI mainly appeal to?
Mainstreamers and aspirers
31
What magazine genre is THIIIRD?
Fashion, arts and culture
32
What s THIIIRD's strapline?
"Keep your third eye open"
33
Who founded THIIIRD?
Rhona Ezuma - journalist, fashion stylist and costume designer
34
When was THIIIRD founded?
2017
35
Where is Rhona Ezuma from?
She is of Black British Nigerian heritage and was brought up in London
36
How many staff does THIIIRD have and what about the work structure makes it different from other magazines?
THIIIRD has 5 staff, they all work on a part-time or freelance basis on the magazine (all have jobs outside of THIIIRD)
37
What are the 3 parts of THIIIRD's ethos?
- A tool for self-affirmation and positive social change
- Amplify the voices of those that exist at the intersection of multiple marginalized groups
- informed by decolonial and feminist thought
38
What do the 3 I's in THIIIRD represent?
- Third space
- Third culture kids
- Third eye
39
How often is the print magazine released?
Annually
40
What temple do the I's in the THIIIRD logo resemble and who is it dedicated to?
The Parthenon, an ancient Greek temple to Athena, the Goddess of Wisdom, arts, literature and war
41
What is the name of THIIIRD's podcast?
THIIIRD Waves
42
What are some of the groups represented on the THIIIRD website?
- Muslim women (Skater Uktis article)
- Black trans women (Munroe Bergdorf interview)
- South Asian women (Not Just Brown article)
- Trans and gender-non-conforming people (What Is Gender? article)
- Nigerian women (With My Naija Sisters podcast episodes)
43
What brand was the Body Movements issue (#6) published in partnership in?
Nike
44
Which two theorists are directly referenced in THIIIRD?
bell hooks and Paul Gilroy
45
How much does the print issue of THIIIRD cost?
£10
46
What is the meaning of BIPOC?
Black, Indigenous and people of colour
47
Which theorist created the ‘Black Atlantic’ frame of thought?
Paul Gilroy
48
What campaign was created by the Nike London Grant Initiative?
S.M.I.L.E-ing Boys Project
49
Which company distributes THIIIRD’s print magazine?
Ra & Olly LTD
50
Which organisation did THIIIRD receive a local business grant from?
the Prince’s Trust
51
How many Instagram followers does THIIIRD have?
6,000
52
What is the strapline of THIIIRD magazine (and website) and what does it signify?
KEEP YOUR THIRD EYE OPEN." It signifies a focus on the interconnected nature of social categorisations like race, class, and gender, promoting a deeper, alternative perspective.
53
Who is the founder and editor-in-chief of THIIIRD?
Rhona Ezuma
54
What are the primary aims of THIIIRD magazine regarding representation?
To offer an inclusive platform for social groups often overlooked by mainstream media, centralising the thought, being, and art of people of colour, queer, trans, and non-binary people, and others with underrepresented backgrounds.
55
How does THIIIRD operate as more than just a print and online magazine?
It also has its own podcast and seasonal events series, aiming to build a community and offer a safe space for creative people from marginalised groups.
56
Apply Clay Shirky's 'end of audience' theory to THIIIRD.
THIIIRD actively invites audiences to participate, submit ideas, attend events, and even work for the magazine, positioning them as active contributors rather than passive consumers, aligning with Shirky's ideas of audiences becoming producers and engaging in a dialogue.
57
How does THIIIRD aim to challenge Gerbner's cultivation theory?
Gerbner argues repeated media exposure cultivates mainstream values. THIIIRD intentionally questions dominant perspectives by foregrounding underrepresented voices and issues, potentially making audiences more aware of societal inequalities and narrow mainstream definitions (e.g., of beauty).
58
What is meant by THIIIRD being an "activist fashion magazine"?
It uses fashion and culture as a lens to discuss political and social issues, advocating for diversity, inclusivity, and challenging mainstream norms, embodying the idea that "the personal is political."
59
How does THIIIRD's content and ethos reflect the concept of intersectionality?
It explicitly aims to cover and give voice to individuals whose identities and experiences are shaped by multiple overlapping factors of discrimination or disadvantage (e.g., race, gender, sexuality, class).
60
What type of content did KSI (JJ Olatunji) initially become famous for on YouTube?
Comedic gaming-commentary videos, particularly of the FIFA video game series.
61
How has KSI diversified his media output and brand beyond YouTube gaming videos?
He has moved into vlogs, comedy clips, music (rapping), boxing, and co-founded businesses like Prime Hydration, XIX Vodka, and the Sides restaurant chain. He is also co-founder of The Sidemen.
62
What are some of the codes and conventions of KSI's YouTube videos (especially early ones)?
Direct mode of address, energetic and often loud presentation style, use of jump cuts, on-screen graphics, humour (often crude or controversial in earlier content), and a sense of immediacy and authenticity.
63
How can Henry Jenkins' theory of fandom be applied to KSI and his audience?
KSI has a large and engaged fanbase who actively follow his diverse ventures. He interacts with them via social media, fostering a sense of community. He himself started as a fan (of FIFA), then became a prosumer, then a professional, inspiring others.
64
Discuss a potential negotiated reading of KSI's content (applying Stuart Hall's reception theory).
A viewer might enjoy his humour and entrepreneurial spirit but disagree with or be critical of some of his past controversial statements or the more materialistic aspects of his brand.
65
How does KSI's journey from gamer to multi-platform entrepreneur relate to Curran and Seaton's ideas about media power?
KSI's independent rise outside traditional media structures challenges the idea that media is solely controlled by a few large companies. However, his partnerships and business ventures now place him within new power structures, albeit ones he co-created. He demonstrates how individuals can gain significant media power and influence online.
66
In what ways might KSI's self-representation challenge or conform to stereotypes (consider Van Zoonen)?
As a successful Black British man in non-traditional fields (YouTube, influencer marketing, boxing), he can challenge stereotypes. However, aspects of his content or persona (e.g., displays of wealth, past controversies regarding women) might also be seen as conforming to or reinforcing certain masculine or media stereotypes. The fact he is an independent creator allows for a potentially more diverse voice than mainstream media.
67
What is "Misfits Boxing," and how does it relate to KSI's brand?
Misfits Boxing is a crossover boxing promotion company co-founded by KSI, featuring YouTubers, influencers, and other celebrities. It extends his brand into live events and sports entertainment, leveraging his online fame.
68
What are some of the "risks" KSI has taken in his career that have contributed to his brand identity?
Venturing into music (rap) and professional boxing, both fields where he initially faced skepticism. Also, being outspoken and sometimes controversial in his content, which can build a rebellious brand but also attract criticism.
69
How does KSI use different social media platforms (e.g., YouTube, Twitter, TikTok, Instagram) in a converged way to promote his various ventures?
He cross-promotes content (e.g., announcing new videos or music on Twitter/Instagram, using TikTok for short-form comedic content or promotion) and engages with fans across platforms to build a unified brand presence and drive traffic to his main income streams.
70
What role does "The Sidemen" group play in KSI's media presence and audience engagement?
The Sidemen (a group of British YouTubers including KSI) create collaborative content, broadening his reach to their combined fanbase. Their group dynamic, challenges, and interactions provide entertainment and strengthen audience loyalty through a sense of camaraderie.
71
Discuss the economic aspects of KSI's career – how does he generate income?
Multiple revenue streams: YouTube ad revenue, sponsorships, merchandise, music sales/streaming, boxing match revenue (ticket sales, PPV), and co-ownership of businesses like Prime Hydration, XIX Vodka, and Sides restaurants. This diversification reflects Hesmondhalgh's ideas about minimising risk.
72
How does KSI's content exemplify features of "Media in the Online Age" (e.g., interactivity, user-generated content, immediacy)?
His videos often involve direct address and responses to comments (interactivity), his audience creates memes and reaction videos (user-generated content, though not directly part of his output, it's part of the ecosystem), and his vlogs or social media posts can have a sense of immediacy.
73
Analyse the media language of a typical THIIIRD online article. What messages does it convey about its identity?
Often features diverse models, artistic/unconventional photography, bold or unique typography, and a focus on individuality. This conveys an identity that is inclusive, counter-cultural, artistic, and challenging of mainstream norms.
74
How does THIIIRD use its podcast and events series to extend its brand and audience engagement beyond the print/online magazine?
The podcast allows for deeper discussions on its core themes. Events create physical spaces for community building, networking, and direct interaction between creators and audience, strengthening brand loyalty and embodying its participatory ethos.
75
How can Judith Butler's theory of gender performativity be applied to representations within THIIIRD?
THIIIRD often showcases individuals who play with or subvert traditional gender expressions through fashion, art, and self-presentation, highlighting the idea that gender is not fixed but is a performance constructed through acts, dress, and style.
76
What specific challenges might an independent, niche publication like THIIIRD face in terms of funding and distribution compared to a mainstream magazine?
Securing consistent advertising revenue from brands that align with its values, achieving widespread physical distribution without the backing of a major publisher, and competing for online visibility against larger media outlets.
77
How does THIIIRD's focus on "intersectional magazine celebrating culture, diversity and heritage" challenge dominant ideologies often found in mainstream fashion media?
Mainstream fashion media often perpetuates narrow, Eurocentric beauty standards and underrepresents diverse identities. THIIIRD directly counters this by centring people of colour, queer individuals, and varied cultural heritages, thus challenging dominant ideologies of who is considered beautiful, fashionable, or newsworthy.
78
How has the media language of KSI's YouTube videos evolved from his early FIFA commentaries to his more recent vlogs or music videos?
Early videos were often raw, with basic editing, direct screen capture, and energetic/crude commentary. Recent content shows higher production values, more sophisticated editing, narrative structures (in music videos), and a broader range of topics, reflecting his evolving brand and resources.
79
How does KSI's engagement with controversies or "drama" within the YouTube community contribute to his audience engagement and brand (applying Jenkins/Shirky)?
It can generate discussion, increase views, and create a sense of shared experience or 'insider' knowledge among fans (Jenkins' participatory culture). Audiences actively comment and create content around these events, becoming producers themselves (Shirky). However, it can also be risky.
80
Consider Curran and Seaton's theory. While KSI is an independent creator, how might his collaborations with large brands (e.g., for Prime Hydration) reflect the influence of established media/business powers?
While he built his platform independently, scaling businesses like Prime often requires partnering with established distribution networks or investment, showing that even successful independent creators may eventually interact with or rely on larger corporate structures to achieve certain levels of commercial success.
81
How does the "authenticity" projected by KSI (and other influencers) contribute to their audience appeal, and how might this authenticity be constructed?
Audiences often feel a more direct, personal connection to influencers who seem "real" or relatable. This authenticity is constructed through direct address, sharing personal moments (even if curated), informal language, and appearing to be less polished than traditional celebrities.
82
What regulatory concerns are raised by influencer marketing, such as that undertaken by KSI for his own products or sponsored content?
Transparency in disclosing sponsored content/ads, the potential for misleading claims about products, the targeting of young or vulnerable audiences, and the lack of traditional editorial oversight that media organisations might have.
NSFC Media Studies Component 2
flashcards
Decks in class (4)
# Cards
