Amndrew Goodwin is not the only person to come up with a music video theory. Sven E Carlson also has a theory that is called modern mythic embodiment. His theory contains three different types of mythic characters or forces that the music video artist will embody. These are, commercial exhibitionist, televised bard and electronic shaman. An example of a commercial exhibitionist is Britney Spears in her music video for the song '3'. Carlson's theory says that the performer is selling themselves to be in the spotlight. This is definitely present in this video as Britney is seen to have risky outfits on, in effect selling her body for stardom which is what Carlson talks about in his theory.
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