Formålet er at undersøge hvorledes Monki skaber en brandbaseret kultur gennem deres visuelle kommunikation på billeddelingsplatformen Instagram i 2018 og hvilke effekter denne kultur og kommunikation kan have. Baggrunden for undersøgelserne er redegørelser for reklamens udvikling, begrebet femvertising, Monki som virksomhed og kommunikatør, samt Instagram, millennials og generation Z. De teoretiske bevæggrunde for analysen er Bourdieus kapitaler, repræsentations-teori og semiotik, teori om feministisk obejktivitet, feminisme og kvindelige skønhedsidealer samt cooporate social responsitibity(CSR). Gennem en systematisk kategorisering af Monkis Instagram- feed fra 2018 udvælges 4 Instagram-posts, af hvilke, der laves en kontekstuelt, visuelt, og diskursiv analyse ud fra de tre perspektiver: femvertising, CSR og community. Det konkluderes at Monki skaber en brandbaseret kultur gennem visuel kommunikation, der bevæger sig indenfor en positiv diskurs hovedsageligt omkring kvindebemyndigelse, samt en inklusion af deres følgere i produktionen af visuelt materiale. Effekten af denne kultur konkluderes som værende fællesskabsskabende, samt at skabe mindre ubehag hos det kvindelige publikum i modsætning til hvis Monki ikke benyttede sig af femvertising. Endeligt åbnes op for spørgsmålet omkring hvorvidt en modevirksomhed, der skal sælge tøj for at overleve, kan være autentisk i sin aktivisme og det diskuteres hvilke bevæggrunde Monki kan have for at kommunikere som de gør.

The aim is to examine how Monki creates a brand based culture through their visual communication on the image sharing platform Instagran in 2018 and which effect this culture and communication can have. The background for this research includes presentations of the development of advertising, the concept of femvertising, Monki as a corporation and communicator, as well as Instagram, millennials and generation Z. The theoretical background for the analysis is Bourdieus capitals, theory of representation and semiotics, theory about feminist objectivity, feminism and female beauty ideals as well as corporate social responsibility, or CSR. Through a systematic categorization of Monkis Instagram feed from 2018, 4 posts are chosen, and analyzed contextually, visually, and discursively from the three perspectives: femvertising, CSR and community. It is concluded that Monki create a brand based culture through visual communication that moves within a positive discourse about female empowerment, as well as including their followers in the production of visual material. The effect of this culture is concluded to be community-building as well as creating a lesser negative reaction in the female audience, than if Monki didn’t work with femvertising. Finally, a question is posed about how a fashion corporation that need to sell clothes to survive, can be authentic in it’s activism, and a discussion about which backgrounds Monki can have for communicating the way they do, is encouraged.