online media

• "JJ" Olatunji, known professionally as KSI, is an Internet personality, professional boxer and musician
• Started with comedy-rap tracks in 2011, KSI has had a successful musical career and has released several rap albums.
• • KSI vs Logan Paul was a boxing match between English and American YouTubers KSI and Logan Paul.

  • It took place on 25 August 2018 at the Manchester Arena. It was streamed on YouTube's pay-preview platform.

  • The fight was promoted as "the biggest internet event in history" and "the biggest amateur boxing match in history"
• • KSI started his YouTube career playing games like FIFA on streams. This is a good example of textual poaching – KSI is using an existing media text and repurposing it as a fan.

  • The fact that other users can edit this with their own reactions, demonstrates the fluid nature of online Media
• Henry Jenkins- Fandom:

  • Think about participatory culture: fans using the work of KSI and creating fan edits, or reaction videos.

  • It is significant that KSI started as a fan himself – of the FIFA video game series – then moved to prosumer and then to professional media producer.
• • The YouTube clips are a good example of para-social interaction. He uses medium close-ups shots to create close proximity with the viewer.

  • The setting of his living room, creates a sense of natural and down to earth, making the viewer feel like they have unlimited access to KSI's life.
• Identity Theory: David Gauntlett

  • David Gauntlett might say KSI’s relatable persona and modelling of how anyone can potentially be a success could be used by the audience to help construct their own identities.

  • In addition to this, the way KSI has changed roles – from

  commentator to musician and sportsman – reflects the fluid

  nature of identity. His ‘New vs Old KSI’ videos where he reacts to the ‘old’ him reinforces this idea.
• Cultural industries: Hesmondhalgh

  • One of Hesmondhalgh’s key ideas is that the radical potential of the

  internet has been limited by the domination of large cultural institutions (which are increasingly indivisible for technology giants like Google, Apple and Amazon).

  • KSI’s career refutes this idea. All of his content is produced independently, with no limitations imposed by large cultural institutions
• Hesmondhalgh

  • His ownership of a video production company and streaming platform also illustrates his independence from the usual ‘gatekeeping’ and limitations on creativity.

  • One obvious exception to this is the reliance on YouTube to distribute his content. The world’s largest video streaming site has much looser

  regulations regarding content than traditional broadcast TV stations.
• As of August 2022, he has over 24 million subscribers to his YouTube channel and almost 6 billion video views across his channels.
• His second album, "All Over the Place," debuted at number one on the UK Album Chart. He is also the co-founder of The Sidemen and the CEO of Misfits Boxing. Additionally, KSI is a co-owner of Prime Hydration, XIX Vodka, and the restaurant chain Sides. In the world of professional boxing, he holds the ICB Cruiserweight Championship.
• KSI's media products span a wide range of genres and formats. He has created "Let's Play" videos, comedy clips with The Sidemen, prank videos, and "diss tracks" that mock and insult other YouTubers. These products follow the codes and conventions of alternative media, showcasing KSI's versatility and adaptability to internet trends.
• Furthermore, David Gauntlett's perspective suggests that KSI's relatable persona and his ability to change roles reflect the fluid nature of identity. His "New vs Old KSI" videos, where he reacts to his past self, emphasize this idea.
• KSI has also appeared as a guest on broadcast TV shows, including The Big Narstie Show, Celebrity Bake Off, and even Blue Peter. This evolution in his image demonstrates how KSI has adapted and changed over time.
• One of the key factors contributing to KSIs success is the rapid advancement of technology. The availability of affordable cameras and editing software, he was able to create content for his YouTube channel with a low-budget, lo-fi production style. Furthermore, the use of language associated with young urban men, including slang mixed with street dialect and gaming/social media terms, added to Olatunji's authenticity. This resonated with his target audience and helped to build a strong fanbase.
• Olatunji's success can also be attributed to the rise of social media platforms. These platforms provided him with a means to distribute and promote his content to a wider audience. Olatunji's YouTube channel, with over 24 million subscribers and almost 6 billion views, is a testament to the power of these digital media platforms.
• The convergence of digital media platforms has revolutionized the entertainment industry. This refers to the integration of different forms of media, like tv, film, music, and social media, into a single digital platform. This convergence has been made possible by advancements in technology and the widespread use of the internet.
• A of the key impact of this convergence is the blurring of traditional boundaries between different media forms. For example, KSI, initially known for his comedic gaming-commentary videos, has expanded to include music albums, music videos, and even live sporting events. This diversification of content allows him to reach a wider audience and different markets.
• The convergence of digital media platforms has created new opportunities for content creators like KSI to collaborate with mainstream media. He has appeared as a guest on broadcast TV shows like The Big Narstie Show, Celebrity Bake Off, and even Blue Peter. This demonstrates how digital media platforms have provided a pathway for internet influencers to enter the mainstream media industry
• Olatunji's understands the importance of adapting to the ever-changing digital landscape and reaching his audience where they are. Olatunji's channel serves as the primary platform for his content. He uploads a variety of videos, gaming commentary, vlogs, comedy clips, and mvs. This platform allows him to engage with his fanbase and build a personal relationship. On platforms like Twitter, Instagram, and TikTok, he shares clips, interact with his audience, and attract new followers. Olatunji is able to expand his brand beyond YouTube.
• Negotiated responses: Finding a balance between accepting and challenging the messages conveyed. They may appreciate his humor and entertainment value while critically examining the underlying themes and representations.
• Oppositional responses: On the other hand, some audience members may have oppositional responses to KSI's content. They may strongly disagree with the messages, find them offensive or inappropriate, and reject the overall content and its intended meaning
• The interpretation and response to his content can vary among

  individuals based on their personal preferences, experiences, and cultural backgrounds. Even though Olatunji's media products are intended to entertain and engage a wide range of audience members.
• One audience member may find KSI's comedy clips hilarious and appreciate his ability to cater to different genres. On the other hand, another audience member may not resonate with his content and find it uninteresting.
• KSI's content has also been analyzed in terms of racial stereotypes. It is important to note that some of his earlier videos, those with his brother, contain humor that borders on racist or homophobic. These comments may not be acceptable on mainstream TV, they are potentially more acceptable in the environment of KSI's room and with his brother. This can strengthen the audience's relationship with KSI, as they feel a sense of authenticity and relatability.
• In terms of racial representation, KSI's content has evolved over time. A shift towards a more inclusive and diverse representation of race.

  One way to analyse KSI's content is by examining how he has adapted it to be more politically correct or 'woke' over time. As cultural values and social movements have gained prominence, KSI's audience has reflected these shifts through their comments. He has recognized the importance of adapting his content to be more inclusive and sensitive to different social issues.
• KSI's representation of traditional masculinity can reinforce existing stereotypes associated with being a man. This may have an impact on young men who aspire to embody this type of masculinity, as they see KSI as a role model. On the other hand, it may also perpetuate harmful stereotypes and limit the expression of alternative forms of masculinity.
• KSI has been transparent about the authenticity of his content. When asked about his "beefs" with other YouTubers, he admitted that only some of it is real. This honesty helps to maintain his authenticity and keeps his audience engaged.
• One significant aspect of KSI's journey is that he started as a fan. At 16, he began posting videos, this journey inspires other young people who may also have dreams of becoming content creators or pursuing their passions. KSI's rise to fame from being a fan shows that with hard work, dedication, and a genuine passion, it is possible to achieve success in the media industry. Analysis of how his social media engagement contributes to audience engagement and relatability
• He uses direct address, the address is informal and making us feel like a close friend. Underneath the video, viewers can like and comment – reinforcing the idea that they are communicating directly with the celebrity. But this is just the illusion of a two-way dialogue .