KSI - Audiences

KSI’s target audience

A young, mostly male audience:

• His laddish behaviour, beefs and mischief are stereotypically masculine behaviours

• His DIY success, doing whatever he enjoys and proving people wrong appeals to young, ambitious and creative people

• His ability to go from youtuber to professional boxer shows dedication and is inspirational

KSI’s values and his audience

He has been controversial through his older content, but he is keen to show how he changed through his old vs new videos, which allow both sets of fans to enjoy his content

Audience reception on KSI

White, middle class, 35+ audiences:

• They won’t be able to comprehend what is enjoyable or unique about the content

Audiences over 60, with conservative values:

• May feel suspicious that someone so young has become so rich and successful by pursuing a non traditional career

KSI’s intended meaning

• The content is funny, authentic and entertaining

• His transition to boxing can be inspiring

• He should be relatable with his persona of being unfiltered, authentic etc.

KSI’s negotiated reading

• They may like the humour and authenticity

• However may feel uneasy about the language used.

• They may understand that it is just jokes, but may feel sometimes it is taken too far

KSI’s oppositional reading

• People find the content as offensive, irresponsible and morally inappropriate

Feminist theory- Van zoonen

• KSI may fit this theory because he is occupying spaces where traditionally, black british men have been underrepresented (E.g Youtuber, business owner, musician

• However he also conforms to stereotypes, mostly with his masculine straits

• As he becomes more commercial there may be less change because he is doing things that are more traditional

Jenkin Fandom and KSI

KSI regularly interacts with his fans through youtube videos responding to comments, and posts criticising him.

It makes fans feel valued and seen, rather than a distant fanbase