Celebritybranding på sociale medier: et casestudie af Robbie Williams' visuelle brandtilstedeværelse på tværs af sociale medier

Michelle Gram Houston

Studenteropgave: Speciale


Based on an abductive approach to hermeneutics in relation to the perspective on technology, society and human actions offered by affordances, technoculture and technogenesis, the following case study will examine how Robbie Williams visually presents his brand across multiple social media platforms. Thus, the overall purpose of this study is to answer the following problem statement:
In comparison to other celebrities, how and to which degree is Robbie Williams’ brand portrayed visually across social media platforms attached to his current media mix and which significance does this have in relation to his brand?
To answer the problem statement, Williams’ active social media platforms were determined, from which relevant visual communication from the period between January 1st, 2018 and March 31st, 2019 was gathered. Based on this, a two-piece analysis with focus on cross media- and visual communication was conducted in order to illuminate strengths, weaknesses, opportunities and threads linked to Williams’ brand on social media in accordance with a SWOT-analysis. Simultaneously, his visual brand presence has been compared with four chosen celebrity musicians/bands to broaden the context, which Williams’ brand exists within.
On these grounds, it can be concluded that multiple strengths, weaknesses and opportunities is evident in Williams’ visual communication on social media, while the other celebrities aren’t directly presented as threads due to having more or less the same amount of weaknesses as him. Thus, in comparison to the other celebrities, Williams primarily differ through his use of live-videos, a vlog series on YouTube as well as content from his wife’s Instagram profile, which offer the audience a glimpse into his private life. Concurrently, his consistent use of a logo enables easy recognition of his brand, while his visual communication offers a unique and experience oriented aesthetic expression caused by his utilization of colourful, sporadic and humoristic visual content. This contributes to the portrayal of Williams as a both professional, authentic, personal, humorous and down-to-earth celebritybrand. However, the analysis has also exemplified that Williams’ use of the platforms’ offered affordances appear inconsistent, which makes him seem incompetent on social media and in return, less professional.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato3 jun. 2019
VejledereLisbeth Thorlacius


  • Robbie Williams
  • Sociale medier
  • Celebrities
  • Celebritybranding
  • Tværmedial kommunikation
  • Visuel kommunikation
  • Branding