I believe he is very aware and in control of how he presents himself. If you watch the trampoline video into the “bonus footage’ that was uploaded merely to embarrass/humiliate the younger boy who is stuck up the tree, you see an unguarded 2 seconds of him lying on the trampoline obviously unconcerned about the danger the boy is in, making sexualised facial expressions (kissing motions) at the younger girl taking the video. The contrast between the two presentations of self is very striking.