Focusing on digital entertainment, this portfolio identifies different elements of the industry using pewdiepie and logan paul as examples of public relations crisis communications.

1. PR PORTFOLIO
PR & MARKETING
JESS GROCOCK
15091803
WORD COUNT: 2597

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Introduction
For this portfolio I will be exploring two crises involving two influential YouTubers; Pewdiepie
and Logan Paul, respectively. YouTube is a video-sharing platform founded in 2005 by three
former PayPal employees and is the world’s second largest search engine (Smith, 2017).
During my course I have grown a keen interest in digital marketing, particularly content
marketing, sothis portfolio will focus on the importance of messages and how those messages
are conveyed to audiences in a relatively young, still-evolving vlogging format.
In Element One, I will show a piece of my own writing through a press release and analyse it,
evidencing Learning Outcome One: research and create a range of public relations writing for
media use, and I will evidence this later in Element Three when I create a crisis
communications plan and write a press statement on behalf of YouTube. In Element Two, I
will conduct content analysis on the crisis involving Pewdiepie (which I will discuss further in
that section) and discuss the damage to his reputation and how it involves his stakeholders.
This element will evidence Learning Outcome Two: develop a critical awareness of the media
landscape and the impact of digital media on media relations; and Learning Outcome Three:
critically reflect on the importance of public relations theories in their specialist applications in
a UK and international context. In Element Three, I will create a crisis communications plan
on behalf of YouTube regarding the second crisis which involves Logan Paul (which I will
discuss further in that section), which will evidence Learning Outcome One, Three and Four:
understand the importance of effective communications and employability skills in a range of
specialist contexts.

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Contents
1.Element One 3
2.Element Two 4
-Content Analysis 4
-Reputation 10
-Stakeholders 13
3.Element Three 14
-Crisis Communications Plan 14
-Issues 14
-Publics 15
-Actions 17
4.Conclusion 18
4.References 19

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Element One: Evidence of PR Writing Skills
In this element, I will show a press release which I wrote for the MMU student magazine, and
I will analyse it against Wilcox’s (2014) Inverted Pyramid Structure below.
Figure 1. Wilcox’s Inverted Pyramid.
(Wilcox and Reber, 2014:133)
This press release (Figure 2) was written
to promote a viral video which a group of
students (two classmates and I) had
created to promote Swizzels Love
Hearts. The company had given us the
challenge to update the image of the
sweets through a video, and so we
created the ‘Dare To Love’ campaign.
STUDENTS TACKLE LONELINESS WITH VIRAL VIDEO
Three students have created a viral video for multinational confectionary company ‘Swizzels’.
The company tasked students with the challenge to produce a video to promote their Love
Hearts sweets.
Mae Vittini, Megan Crowther, and Jess Grocock are first year PR & Marketing students who
produced the video ‘Dare to Love’ with the intention of confronting the issue of loneliness in
university. In the video, Mae picks out a sweet and has to carry out the ‘dare’ printed on it –
when the sweet says ‘hug me’ she has to go and hug a stranger.
“It really makes a difference when somebody smiles at you or just says hello, it can make your
day,” says Megan. “Manchester is a really friendly city, so it’s the perfect place for this type of
project.”
The girls are encouraging other students to upload a video of themselves taking part in the
campaign, using the hashtag #DareToLove. You can watch their video below.
END
Contact: Jess Grocock PR@swizzels.com
Figure 2. Students Tackle Loneliness with Viral Video.

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Following the Inverted Pyramid Structure (Wilcox and Reber, 2014) above, I will analyse the
press release.
LEAD – this must have the most important information and must not be any longer than a
few sentences. Wilcox and Reber (2014) state that a common problem is that leads are
crammed with information, making it 10 lines. I wrote two sentences that sum up the press
release and includes the most important points.
BODY – this describes the issue (loneliness in university), and the story (video involves
dares that encourages people to speak to each other), and elaborates what the video is
about. Wilcox and Reber (2014) state that the body paragraph must be between 3-6 lines so
I have reduced it to four lines.
BACKGROUND – less important information and quotes fall into this section so I included a
quote from Megan further describing the issue and the project.
LEAST IMPORTANT – the least important information that ties up loose ends fall in this
section so I included the hashtag and the video.
Element Two: Evidence of PR Analysis Skills
In this section I will be discussingthe crisis involving Pewdiepie, and carry out content analysis
on the media reports of the crisis, how his reputation was affected and why that is important,
and how his stakeholders were affected by the crisis.
Pewdiepie, real name Felix Kjellberg, is a 27-year-old Swedish YouTuber with over 60 million
subscribers (Pewdiepie, 2018), the largest subscriber following of any YouTuber. His videos
are aimed at a young adult audience and are generally humourous.His content includes video
game playthroughs, skits, ‘meme reviews’ and ‘you laugh you lose’ challenges. On 11 January
2017, he uploaded a video showing him use the website ‘Fiverr’, where people offer a variety
of services for five dollars. To prove his point that people will do anything on the internet,
particularly for money, he paid five dollars for two men to dance with signs in which he could
write any message. The message he chose was ‘Death to all Jews’ and a week later the men
sent him a video of them dancing, the signs above their heads with his sent message written
on. He immediately came under fire for his actions and was forced to delete the video and
produce a video in response to the media uproar (Pewdiepie, 2017).
Content Analysis
Content analysis is the analysis of different media and sorting it into different categories to
meet certain criteria, to find a pattern across the categories (L’Etang, 2008). Watsonand Noble
(2007) identify ‘tone’ as being a key variable in terms of whether the coverage is positive,
negative or neutral, which is what I will be analysing. Macnamara (2006:42) lists six variables:

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media type; prominence; positioning; size of articles or length of radio/TV segment; share of
voice of quoted sources; and the credibility of the sources. Because news media discusses
ongoing social debates, it has been argued that content analysis is especially efficient in
measuring public attitudes (Bengston and Fan, 1999). To show this sorting clearly, I will
provide a table with each screenshot of a media article regarding the crisis setting out the
categories.
Figure. 3: The 10 Biggest YouTube Dramas of 2017. (Lockett, 2017)

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Media
Type
Prominence Positioning Size of
article
Share of
voice of
quoted
sources
Credibility
of sources
Tone
Online
article
The
Vulture
12.6m
monthly
unique
visitors and
31.9m
monthly
page views
(The
Vulture,
2018)
Online news
source for the
‘culturally
obsessed’,
covers
entertainment
stories (The
Vulture, 2018)
Pewdiepie’s
section is
one
paragraph
(Lockett,
2017)
Neutral – NY
Mag; The
Vulture
NY Mag –
2m unique
monthly
visitors,
owned by
the same
company
that owns
The Vulture
(NY Mag,
2018)
Negative
Language – ‘lost
his fancy deal
with Disney’;
‘crossed an
already thin line’;
‘lackluster
apologies’
(Lockett, 2017)
sounds
patronising,
describes Felix as
a spoilt child who
doesn’t deserve
his ‘fancy’
luxuries.
Figure. 4. Content Analysis of Fritz et al’s (2017) article in The Vulture above.
Figure. 5. YouTube Has to Start Watching What its Biggest Creators are Doing. (Taylor,
2018)

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Figure. 6. Content Analysis of Taylor’s (2018) article in Mashable UK above.
Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
Mashable
UK
70m unique
content
visitors and
claim 3
Mashable UK
stories are
shared every
second
(Mashable,
2018)
Covers media
and
entertainment
for ‘superfans’
(Mashable UK,
2018)
Pewdiepie’s
section is two
paragraphs
(Taylor, 2018)
Negative –
Mashable
UK
(Hamedy,
2017)
70m unique
content
visitors
(Mashable,
2018)
Negative
Language –
‘similarly air-
headed
YouTuber’;
making
himself
‘centre of
attention’
(Taylor,
2018), depict
Felix as a
child,
immature,
spoilt.
Figure. 7: Pewdiepie thinks ‘Death to all Jews’ is a Joke. Are You Laughing Yet? (Mahdawi,
2017)

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Figure. 8. Content Analysis of Mahdawi’s (2017) article in The Guardian above.
Media
Type
Prominence Positioning Size of
article
Share of
voice of
quoted
sources
Credibility
of sources
Tone
Online
article
The
Guardian
Nationwide
newspaper
set up in 1821
and reaching
152m unique
browsers
worldwide
today (The
Guardian,
2018)
Covers news
stories for
‘open and
inquisitive
minds’ (The
Guardian,
2018)
16
paragraphs;
956 words
(Mahdawi,
2017)
Neutral –
LA Times
(Roy, 2016)
Daily
readership
of 1.4
million (LA
Times,
2018)
Negative
Language – ‘are
you laughing yet?’;
‘moron’; imply his
jokes ‘solidify
social divisions’
(Mahdawi, 2017),
internet is a ‘bro-
nality of evil’ as
anti-Semitism is
wrapped in jokes,
making it
acceptable
Figure. 9. Disney Severs Ties with YouTube Star Pewdiepie after Anti-Semitic Posts. (Fritz
et al, 2017)

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Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
The
Wall
Street
Journal
Cited as the
number one
credible
source for
advertisers
(The Wall
Street
Journal, 2018)
Covers news
stories and
opinion pieces
(The Wall Street
Journal, 2018)
26
paragraphs;
1425 words
(Fritz et al,
2017)
Negative –
The Wall
Street
Journal
(Reinhard,
2016)
Number one
credible
source for
advertisers
(The Wall
Street
Journal,
2018)
Negative
Context –
ties him with
anti-Semitic
website ‘The
Daily
Stormer’ and
references to
the
Holocaust to
solidify the
damage his
actions
caused (Fritz
et al, 2017)
Figure. 10. Content Analysis of Fritz et al’s (2017) article in The Wall Street Journal above.
Figure. 11. Pewdiepie Said he Won’t Make any More Nazi Jokes After Charlottesville.
(Ghosh, 2017)

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Media
Type
Prominence Positioning Size of article Share of
voice of
quoted
sources
Credibility of
sources
Tone
Online
article
Business
Insider
83 million
readers online
(Business
Insider, 2018)
News site
dedicated to
trending topics,
lifestyle,
finance, politics
and sports
(Business
Insider, 2018)
13
paragraphs;
484 words
(Ghosh,
2017)
Negative –
The Wall
Street
Journal
(Fritz et al,
2017); The
Independent
(Major,
2017)
Number one
credible
source for
advertisers
(The Wall
Street
Journal,
2018); over
95 million
monthly
unique
visitors (The
Independent,
2018)
Neutral –
objective
view on the
scandal,
including
quotes from
other media
sources and
from Felix,
showing that
he was
generally
unaware of
the offence
he’d caused
(Ghosh,
2017)
Figure. 12. Content Analysis of Ghosh’s (2017) article in Business Insider above
The patterns that arise in the media are mostly negative:
 Felix is portrayed as a spoilt, undeserving celebrity that influences young audiences
 Jokes made by YouTubers can have a destating impact on certain social groups as
the audience is impressionable and taught that making these jokes is acceptable
 YouTube’s loose policies on what is accepatable content in the digital age of free
speech needs reviewing
 YouTube needs to monitor its creators more closely to check what kind of content is
being published on their platform
This analysis will be used in Element Three when I create a crisis communications plan on
behalf of YouTube tackling the platform’s ability to monitor its creators and the content they
create, which is repeatedly criticised by the media and has shown up in my content analysis.
Reputation
Corporate reputation is defined as ‘a social construction that reflects emotions held by
stakeholders, representing what they think and feel about an organisation’ (Weigelt and
Camerer, 1988:443). This definition is closely linked to the experience of Pewdiepie’s scandal
in that social constructs and emotions are highly involved in the conversation surrounding the
scandal. Being an internet ‘celebrity’ and not an organisation makes it difficult to precisely
gauge his reputation to begin with, as it is not as solid as an organisation. For example, a
brand such as L’Oreal has a policy on their website and their employees will work within the
guidelines of a policy such as being customer-focused, and their HR will work towards the
policy of hiring ethnic minorities to give them the reputation of putting all customers first and

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being inclusive. For an influencer, they must work within the guidelines of YouTube, but are
encouraged to be creative and authentic, which leads to ambiguity and creators with different
morals and beliefs. The argument against YouTube is that the platform has issues with policing
videos and disciplining influencers who upload inappropriate or damaging content (Cross,
2018).
Dowling (2001) states that corporate reputation includes corporate identity – the way a brand
presents itself through behaviour and communication (Van Riel, 1995) – and corporate image
– the result of a person’s beliefs, feelings and impressions about a brand (Dowling, 2001). If
a person’s interpretation of the corporate image matches the brand’s corporate identity, and
the brand behaves as they believe it should (suchas being responsible for safeguarding young
audiences and monitoring harmful content) then this will result in a positive corporate
reputation, as outlined in Figure 13. Dowling (2001) also agrees with Fombrun (1996) that the
values (such as credibility, trustworthiness, reliability and responsibility) outlined in Figure 14
also build a positive corporate reputation.
Fig. 13. Dowling’s
Perspective of Corporate
Reputation (Dowling,
1994, as cited in Fill and
Roper, 2012)
In order to build a positive
reputation, Fombrun
(1996) suggests that an
organisation needs to develop credibility, trustworthiness, reliability and responsibility. Felix
Kjellberg has developed credibility in his honesty through his videos – he has uploaded videos
where he speaks out about his life and his struggles with depression; arguably his
trustworthiness comes through his social media use speaking to his fans, his so-called ‘squad
fam’ – he has used fan art and ran competitions where he shows fan’s work in his videos; his
work ethic shows his reliability – uploading a video on a daily basis which he films and edits;
and, although the scandal has rocked his ability to be responsible, he has shown responsibility
in the past – giving away huge sums of money to chariites and openly supporting his friend’s
accomplishments, other YouTubers that have released their own games etc (Pewdiepie,
2018).

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Fig. 14. Fombrun’s Model of Good Reputation (Fombrun, 1996, as cited in Fill and Roper,
2012)
Bromley (1993) points out that an important feature of reputation is that it is worthless if it is
not authentic and based on truth, and Pewdiepie’s personal response, delivered in a video like
his other content, was simple and addressed the issues that were brought up in the content
analysis above; he aplogises for his actions and discusses how traditional media
‘misrepresents’ influencers because they feel threatened by the power that influencers have
(Pewdiepie, 2017). At the end of the video Felix gets emotional as he thanks those who
supported him throughout the scandal and this way of responding to the media and public are
transparent; even body language experts dissectedthe video to prove his honesty (Bombard’s
Body Language, 2017).
To give a comparison of another YouTuber who was forced to respond when he found himself
under fire for publishing inappropriate content, I will look at Logan Paul’s ‘suicide forest’
scandal. In January 2018 Logan Paul uploaded a video and filmed the body of a deceased
man thought to have hung himself at Japan’s ‘suicide forest’. Logan Paul and his friends were
laughing on the video and the uncensored footage of the deceased man was uploaded to his
audience of teens (Koerber, 2018).
The video was deleted, and Logan Paul responded with a video apologising for his actions,
and then another video was uploaded, a slick edited documentary, in which he interviewed
experts and sufferers of depression. However, the media (and ironically Pewdiepie) was quick
to point out that the video focuses more on his own ‘revelation’ about suicide than actually
sensitively addressing the misunderstood subject of depression and suicide (Karowitz, 2018;
General 2018; Morabito, 2018). Logan Paul also claimed he would give away $1m to mental
health charities, but, even though he produced much more to clean his image than Felix did,
it was unbelievable because of the context of his channel. He uploads videos where he annoys
regular people, he has been forced out of two houses for aggravating his neighbours, and
many people who were once part of his video production team have spoken out against his
misogyny and controlling behaviour (Morabito, 2018). His response is dishonest and clearly a

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PR stunt, not a sincere response to what he has done – and since the response, he has made
a joke about swallowing tide pods, has tasered a dead rat, and boasted about the subscribers
he raked up through the suicide forest controversy (Farokhmanesh, 2018).
Stakeholders
An organisation’s reputation has a great effect on their stakeholders. A stakeholder is an
individual or organisation who have a stake in the corporation and so they have something to
gain or lose due to the corporate activity (Harrison, 2003). In the aftermath of Pewdiepie’s
scandal, his stakeholders, notable Disney’s Maker Studios and YouTube’s collaborative
project ‘Scare Pewdiepie’, pulled away from him to sustain their image of being a non-
discriminatory organisation (Fritz et al, 2017). Johnson and Scholes (2002) suggest that
stakeholders should be mapped by their organisational aims and ability to influence
developments so below I have created a stakeholder map to further illustrate why each of
Pewdiepie’s stakeholder’s image would be tarnished by his actions.
YouTube Advertisers Other YouTubers Subscribers
-Biggest creator – -Ad revenue -Partnerships -Young
biggest subscriber -Reputation -Reputation demographic
following management -An influencer
-Reputation to the
platform
-Sponsorships
PEWDIEPIE
Media Disney Scare Pewdiepie Show
-Tech news -Reputation -Employees/Team
-Authority that rivals media -Young audience -Production costs
Fig. 15. Stakeholder Map of Pewdiepie.

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Element Three
Crisis Communications Plan
In this section I will be creating a crisis communications plan of the crisis involving Logan Paul,
as touched on earlier in this portfolio. In the content analysis I carried out on Pewdiepie’s crisis
in Element Two, a recurring pattern was that YouTube did not have control over its creators
and couldn’t monitor inappropriate content on their platform, so I will include this issue in my
plan.
Issues
Logan Paul is a popular YouTuber, with 16m subscribers, who vlogged his trip to Japan with
friends. While there, they visited the Aokigahara Forest, commonly known as the ‘suicide
forest’ because of the amount of people who have committed suicide there, and they filmed
footage of a deceased man who had killed himself in the forest, with them laughing into the
camera. The public uproar that followed condemned him as irresponsible and there was a
conversation around the stigma of mental illness and how social media has become a platform
for entertainment, regardless of the sensitivity of the subject (Reynolds, 2018). YouTube was
criticised for its lack of response and then removed ad revenue from Paul’s videos after
increasing pressure from the public (Newton, 2018). I am going to outline a crisis
communications plan that I believe YouTube should have followed.
Regester and Larkin (2002) describe the issue lifecycle (below), from its origin of being a
potential issue to a crisis. Gregory (2015) describes a crisis as normally short term and arising
from unforeseen events but could have a long-term effect on reputation.
Step Factors Logan Paul Scenario
1 A potential issue arises when
an organisation or group
identifies significance to a
perceived problem (Crable and
Vibbert, 1985)
Paul’s video may have been
accepted as entertainment by
some of his subscribers, but
many of them, and online
media, shared the video and
was offended by it (Reynolds,
2018)
2 The issue is amplified and a
pattern of reactions happen,
building momentum in the
media to become a public
issue (Regester and Larkin,
2002)
Social media engagement
shows that publics were
condemning Logan for his
approach to suicide and started
to turn on YouTube for its lack
of policing on harmful content
(BBC,2018)
3 The public outcry demands
attention and unite to seek a
resolution to the issue which is
Now YouTube is under fire for
similar inappropriate videos
that shows a trend of turning a

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now becoming a crisis
(Hainsworth, 1990)
blind eye to its creator’s activity
(Cross, 2018)
4 The conversation will put
pressure on the organisation in
question so that they seek a
resolution to the crisis
(Regester and Larkin, 2002)
The shared view amongst the
PR community is that an issue
must be dealt with early to
avoid reputation damages and
misleading news coverage
(Gregory, 2015); Regester and
Larkin (2002) supports this by
warning that ignoring the media
will always have catastrophic
consequences. YouTube
responded after the public
outcry when they should have
acted much earlier (BBC, 2018)
Figure. 16. The Issue Lifecycle of YouTube and Logan Paul’s crisis (Regester and Larkin,
2002)
Publics
The spread of conversation across social media showed a pattern: that people were offended
by Paul’s treatment of the issue of suicide and its use as entertainment (Morabito, 2018); the
young demographic of Paul’s audience exposed to the video (Koerber, 2018); and the number
of videos showing inappropriate content being ignored by YouTube (Cross, 2018).
Through doing a content analysis like I did on Pewdiepie’s crisis in Element Two, the above
patterns can be seen. In terms of the value this content analysis provides, the concept of
Social Return on Investment (SROI) gives PR practitioners a metric of social attitudes and
opinions of their organisation or brand (Theaker, 2016). After analysing the social opinion of a
brand, PR practitioners can create change. Onyx (2014) explains that this change can happen
through specifying achievements from inputs, outputs, and outcomes, which are shown in
Macnamara’s Pyramid Model (1992) below.
Figure. 17.
Macnamara’s
Pyramid Model.
(Macnamara,
1992, as cited by
Watson and
Noble, 2007:85)

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I will apply this model to my crisis communications plan to explain what and how YouTube
can respond to the Logan Paul crisis.
Key Stage Definition Activities (Tactics and
Channels)
Logan Paul crisis
Inputs Research undertaken
(Onyx, 2014)
Content analysis of the
media and social
media conversation
(Macnamara, 1992)
Content analysis of the
media and social
media conversation to
identify the issues –
Paul’s treatment of
suicide (Morabito,
2018); young
demographic of Paul’s
audience (Koerber,
2018); number of
videos with similar
inappropriate content
ignored by YouTube
(Cross, 2018)
Outputs Effectiveness of the
distribution of the
tactics, either directly
to the public or
through third parties
such as news outlets
(Onyx, 2014)
Content analysis
(Macnamara, 1992)
Is the media and
publics response
positive to the tactics
carried out by
YouTube? e.g. a press
statement and
disciplinary measures
on Logan Paul;
Media criticised
YouTube for not
monitoring
inappropriate content
(Cross, 2018) and not
punishing Logan Paul
(Newton, 2018)
Outcomes Change on opinion or
attitudes in the end
result (Onyx, 2014)
Survey; content
analysis (Macnamara,
1992) of social media
YouTube experienced
a boycott from its
major advertisers
because their adverts
were being played
before a video that
showed inappropriate
content (Johnson,
2017), so a survey
with advertisers would
determine whether
they had trust in the
platform and felt they
were monitoring
content effectively.
Content analysis of
social media would
show whether publics
respond positively to
their actions in
disciplining Logan
Paul and monitoring
inappropriate content.
Figure. 18. Manamara’s (1992) Pyramid Model applied to YouTube and Logan Paul’s crisis.

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Actions
I have outlined the issues of the crisis and how YouTube would be able to measure whether
the current view their publics have on them, I will now list the actions I believe YouTube should
have taken to control the crisis and address the issues.
Firstly, the video should have been deleted immediately and a public message should have
been released to the public from YouTube, in the form of a press statement. This press
statement is an example of one-way communication from Grunig’s Four Models of Public
Relations (Grunig, 1984), as shown below, because it is sending out one message to inform
(Tench and Yeomans, 2009), the purpose being the dissemination of information (Grunig and
Hunt, 1984).
Figure. 19. Grunig’s Four Models of Public Relations (Grunig, 1984, as cited by Waddington,
2012: online)
The importance of providing the public with information was first founded by Ivy Lee,
considered the first PR practitioner (IPR, 2012). This one-way communication is based on
honesty and has the intention to inform (Tench and Yeomans, 2009) which is YouTube’s
intention in the below press statement.

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YOUTUBE PRESS STATEMENT
Our policy rules against the publishing of violent or graphic content that could disturb viewers.
Logan Paul broke this policy so we have given him one strike and taken necessary sanctions
on the video. We encourage creativity and free speech but when content is potentially harmful
to people, it is our responsibility to address that content. We are updating our policies and
appointing 10, 000 moderators to safeguard young audiences against mature and possibly
harmful content. We send our apologies to the family of the vicitm involved in the video and
pledge to give a donation to mental health charities to support this important topic.
Figure. 20. Press statement on behalf of YouTube addressing Logan Paul video.
Conclusion
On developing my portfolio I have learnt how to carry out a content analysis, which is vitally
important in knowing what the public think about your brand or organisation, especially during
a crisis.I have learnt how reputation can affect the stakeholders linked to an organisation, and
developed my understanding of how corporation is built (Dowling, 2001; Fombrun, 1996),
Stakeholder Mapping, Macnamara’s (1992) Pyramid Model, and Grunig’s (1984) Four Models
of Public Relations. I completed a crisis communications model on a crisis which I was
interested in, because I am fascinated with how YouTube handles the balance in creative,
authentic YouTubers and monitoring their content to sustain the corporate reputation of the
platform as a brand. Especially because these influencers are growing in popularity by brands
for sponsorship and promotion, being able to tackle this in the shoes of YouTube was a special
interest to me and it is important to think about how the platform will continue to monitor its
creators. This portfolio will help me in my job interviews for roles in digital marketing because
I have been able to carry out content analysis and showed an understanding in handling a
crisis in a digital media context.

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References
Kircher, M. (2017) Disney Drops YouTuber PewDiePie for Anti-Semitic Content. NY Mag.
[Online] [Accessed 17th March 2018] http://nymag.com/selectall/2017/02/disney-drops-
pewdiepie.html
Kiefer, H. (2017) YouTuber PewDiePie Faces Backlash After Saying the N-Word During a
Live Stream. The Vulture. [Online] [Accessed 17th March 2018]
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