The Views: Kidology Stays On Topic

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Video essays have exploded as a genre of longform content on YouTube over the past few years. Some have speculated that the rise of the video essay was born from the COVID-19 pandemic with others claiming it coincides with the rise of YouTube being viewed as a news platform. Regardless of the origin of the genre’s rise, Zandile “Zee” Powell, better known as Kidology, has taken to the genre to focus on how modern society is changing. Her analytical content has led to a viewer base of over 200K subscribers and counting. But with such a large sea of video essayists trying to “make it”, how did Powell cement herself as a fish on the rise?

Handle: Powell posts primarily on YouTube under the handle @KidologyCO. Her Instagram handle is @kidology.co and X (formerly known as Twitter) handle is @kidology_co. Powell also has a Substack and a Patreon account. 

Series: In 2021, Kidology released a series of videos analyzing hit Netflix series Squid Game. Powell has not released any other series since this point. However, Kidology’s videos are separated into YouTube playlists based on topic. Examples of these topics include “Critical Video Essays” and “Interviewing modern society.” 

Creators: Kidology is run by Zandile “Zee” Powell.

Platform: Powell posts primarily on YouTube, though she further expands on and shares opinions on her X and Instagram accounts. 

Genre(s): Kidology’s videos fall under the critical analysis and video essay genres. 

Subscribers: As of writing, Kidology has 216K subscribers on YouTube, 8.4K followers on X, and 6.1K followers on Instagram. 

Powell received an undergraduate degree at Cambridge University where she studied politics, history, literature, and philosophy. These subjects have been discussed across her channel, with some video essays focusing specifically on one of these subjects over the others. Despite being accepted to Oxford University for her master’s degree, Powell was unable to attend due to a lack of funding. One could argue that Kidology has acted as her own form of graduate school, allowing her to deep dive on the subjects she’s passionate about in front of a large audience. 

The first of the many video essays on the Kidology channel is titled “MANIFESTATION and THE LAW OF ATTRACTION are DANGEROUS | KIDOLOGY.” In the essay, Powell establishes core components of her writing style going forward, particularly when dissecting the video essay’s subject. By analyzing the 2020 social trends of “manifesting your dream life” and the theoretical philosophy of the law of attraction, Powell argues that these theories are harmful rather than productive. 

This sort of dive into sociological trends is the primary focus of Powell’s channel. These trends often overlap with more critical analysis of race, politics, and gender and the discussions about these topics that are in the public consciousness at the time of a video’s release. For example, Kidology’s video “The ‘I don’t dream of labour’ trend needs to be destroyed.” focuses on the sociological ramifications of the trend while simultaneously dissecting how this philosophy came to exist. 

Kidology’s analysis doesn’t merely focus on the trends and societal philosophies of, oftentimes, Western culture, Powell has also discussed the themes of certain works of fiction and how they can reflect the innermost anxieties of societies. 

The earliest example of Powell shifting her subject matter was in 2021 when she dedicated a four part video essay series to the Netflix hit Squid Game shortly after the show’s release. Powell only released video essays on the first five episodes of the series, but nevertheless discussed the show’s overwhelming themes and its commentary on South Korean society. The last video in the series, “The DARK SIDE of MODERNITY | SQUID GAME vs. SOUTH KOREA | Squid Game Analysis (E4-5)”  focuses on the show’s commentary on South Korean specifically. Though this topic is discussed in the series’ previous installments, the other video essays provide commentary on how Squid Game’s themes can be applied broadly. For example, Powell claims that Squid Game is about bureaucracy rather than class. 

Other pop culture that Powell has dissected includes the reality TV series Finding Bigfoot and 2023’s Barbie. Powell used these two pieces of media to discuss the coexistence of science and reality tv and the male loneliness epidemic respectively. 

Kidology’s most popular video, “Rhinoplasties: The Depressing Story Behind Why You Hate Your Nose” shows another shift in the channel’s focus. While body image had been discussed prior to the release of “Rhinoplasties”, the video essay acted as a catalyst for more content on body image to be released by Kidology. Subsequent follow ups have discussed Ozempic, the concept of trans-racism, hair, physiognomy, and fatphobia. 

Sex and intimacy also saw a surge in appearances on the Kidology channel after the release of “Rhinoplasties.” In particular, Powell often discusses the concepts of involuntary celibacy, cultural loneliness, and kink. Kidology once again incorporates methods previously shown on the channel, as mentioned in the case of Barbie, but also through the lens of celebrity and social media. 

By constantly discussing new scandals, trends, and concerning behavior in the current cultural zeitgeist, Kidology has been able to build a steady viewer base that remains on the rise. Her latest video discusses the untimely passing of One Direction member Liam Payne and the Internet’s reaction to the tragedy. The seventeen minute video may be shorter than some of her more complex video essays, but it was released, completely edited, only two days after Payne’s death. 

Kidology does not exploit tragedy nor does she exploit current trends. Rather, Powell takes the time to break down and analyze the effects these moments have on society. One could argue that the Internet itself acts as an entirely different society outside of countries, continents, and cultures. Powell seeks to treat the Internet as its own beast, as it rapidly changes and shifts. What is often considered new one day is considered old the next. 

By staying “relevant” while remaining steadfast and thorough with her analysis, Powell’s style of video essays have clearly gripped an audience.