Analysis of Christina Aguilera - Not Myself Tonight Using The Modern Mythic Embodiment Theory

The Modern Ethnic Embodiment Theory is a theory from Sven E Carlsson which is the view from the artist of the music video artist and how they want to be viewed within there video. This consist of three main types of performances:

• Commercial exhibitionist - where the performer is trying to sell everything within the spotlight; the voice, record and look. This usually consists of a stardom quality and sexuality so that the artist is admired and wanted to be like
• Televised bard - where the preformed is the singer and story teller of the video (this means a lot of narrative footage within the video). The lyrics within the song is then used to match the content of the video
• Electronic Sherman - Where the artist creates a magical and mythical reality. For example using a lot of special effects like Cher's video 'Believe' where she uses lighting to create a magical look or an animated reality like in many of the Gorilla's music videos.

By using the method of Modern Ethnic Embodiment it's possible to view Christina as a commercial exhibitionist judging by this music video. The dominant feature within the video is her as she is onscreen the entire time and looks to be addressing the audience in the opening sequence. The beginning also introduces the sexuality of the video using voyeuristic  images. There is also a considerable amount of camera movement during the video with tilt movement used to move up and down her body in a suggestive manner as well as close ups creating a variety of voyeuristic footage. As well as using her body to attract the audience to aspire to have a figure like hers and attention she has within the video she also uses it to show her lifestyle. There are close up images of her in sunglasses and dressed glamourously to emphasise her fame and celebrity lifestyle which may make the audience to aspire to have a lifestyle like hers and admire her. Everything about the video is about her with her being painted as a sexual goddess and admired by everyone within the video this creates the need to be her. Overall she can be determined as a commercial exhibitionist as the video promotes her throughout selling everything about the artist.