Try analysing this music video using the multi-modal theory of Kress Van Leeuwen and that of Andrew Goodwin. Robbie took a risk with this video on how his image might have been represented in the press.
Like other music artists before him he risks criticism with his subject matter. He offers a parody of celebrity culture and intertextuality with Madonna. He also gives a post-modern (self-conscious and self refencing)representation of his past hits and image. His mention of "multiple personalities" points towards a sophisticated representation of his image past and present in this unusual music video.Consider also the lyrics of the music video.