Please enable JavaScript.
Coggle requires JavaScript to display documents.
KSI - MEDIA LANGUAGE - Coggle Diagram
KSI - MEDIA LANGUAGE
PROCESS THROUGH WHICH MEANINGS ARE ESTABLISHED THORUGH INTERTEXTUALITY
like many YouTubers, - especially 'e-sports' commentators - their own product exists adjacent to the main text (the video games)
KSI moved beyond this - he harnessed the popularity of his 'lets play' videos and used it as a launchpad to publicise his scripted comedy and music products with the sidemen
the training montages, 'call-outs' and live events use all of the conventions of the big budget professional boxing match
the video "Not Over Yet", also draws on cinematic representations of the sport, particularly of the Rocky franchise
HOW AUDIENCES RESPOND TO AND INTERPRET ASPECTS OF MEDIA LANGUAGE
instead of attracting fans with their beauty and luxurious lifestyles, YouTubers rely on 2 main qualities: authenticity and relatablilty
KSI uses may conventions that suggest authenticity and relatability
direct address to camera, sat in a bedroom or small studio, cheap, lo-fi (imperfect) production
he regularly has guests - sometimes members of his own family (deji) or other internet celebrities
helps to build a personal relationship with his fanbase, who feel like they're part of his 'family'
use of language associated with young urban men: slang mixed with street dialect and gaming/social media terms
reinforces his authenticity
earlier videos especially (e.g. FIFA 13/ blacks vs the world), the videos is based around banter between KSI and his brother
the language and humour is crude, but unpolished, and this adds to the authenitcity
some of the humour boards on racist or homophobic - adds to the unpolished feel of the video
more recent years, he has produced media products in more mainstream genres: hip-hop albums, music videos and live sporting events that are produced using a professional crew
he also appeared as a guest on broadcast Tv shows like 'the big narstie show', 'celebrity bake off' and 'blue peter'
THEORETICAL APPRAOCH
POSTMODERINISM - BAUDRILLARD
jean baudrillard
asserts that in our media-saturated contemporary culture, it is difficult to discern what is
'real'
and what is
'artifical'
often media texts pretend to reflect 'reality' by mimicking the conventions of news reportage or documentory
Baudrillard calls this '
simulacrum
' - an imitation that appears more real than the thing it is imitating
YouTubers build a strong connection with their audiences by appearing 'authentic' and free from the trapping 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'
however, this 'authenticity' is just as constructed as any other rmedia prodct
the static computer camera, domestic mise-en-scene 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
KSI has tackled this by maintaining the 'cocky older brother' persona, one that is more mature, responsible and inspirational
this has been best achieved through his boxing career
he has been clever in anticipating interest trends of the past decades