TITLE:
From Advice to Influence: A Reflexive Thematic Analysis of Kevin Samuels’ Relationship Commentary
AUTHORS:
Damien Kelly, Chakema Carmack
KEYWORDS:
African Americans, Romantic Relationships, Kevin Samuels, Reflexive Thematic Analysis, Media Influencers
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.12,
December
30,
2025
ABSTRACT: Introduction: The decline in marriage rates and the shifting dynamics of romantic relationships among African Americans have prompted a need for nuanced exploration into the interplay of cultural, socioeconomic, and psychological factors. The present study examined the discourse of Kevin Samuels, a popular internet influencer and professional image consultant, whose often provocative commentary during the COVID-19 pandemic reshaped discussions about relationships, particularly within the African American community. Using self-determination and social exchange theories as a framework, the study examined the alignment of individual expectations with relationship outcomes, emphasizing autonomy and perceived value as critical determinants of relationship quality. Methods: Leveraging transcripts from Samuels’ YouTube interviews, this qualitative study employed a reflexive thematic approach to develop insights into how his discourse reflected perceptions of romantic relationships and dating culture. Utilizing a random sample of N = 12 previously aired and publicly available videos featuring Samuels’ commentary, the analysis contextualized Samuels’ impact within broader trends, such as the declining marriage rates among African Americans and the complex barriers to sustaining relationships, including financial instability, racial discrimination, and early-life experiences. Results: Five reflexive themes were developed: 1) Power, Control, and Gender Dynamics, 2) Race, Identity, and Structural Injustice, 3) Romantic Expectations and Dating Culture, 4) Mental Health, Healing, and Emotional Labor, and 5) Social Norms, Religion, and Cultural Beliefs. Discussion: The findings provide a deeper understanding of how his discourse reflects and shapes evolving cultural attitudes toward romantic relationships, offering a foundation for psychosocial exploration and intervention strategies aimed at addressing relationship challenges in African American communities.