In the first video Madonna is fairly young in her video and is trying to attract the audience by relating to them. There is a narrative in the video and a lot of the camerawork is focused on her. This is to show the audience who she is as she is a relatively new artist.
In the second video it was very Gothic and she tried to reinvent a new look. There was no narrative in this one and it was very random. All of the video was focused on her to remind people that she is still around.
In the third video she did a collaboration with Justin Timberlake to try and keep current with the new generation.
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