Stewart's Theory

John Stewart’s theories on codes and conventions are:

• The music video has the aesthetics of a TV commercial, with lots of close-ups and lighting being used to focus on the star's face. Mika's video for 'Grace Kelly', is an example of this as there is heavy artificial lighting used on his face to create flattering shadows and there is a heavy use of close ups.  
• The video allows more access to the performer than a stage performance can.
• The mise-en-scene in particular can be used to emphasise an aspirational lifestyle. However, neo-glam rock videos don't focus on materialistic elements, so the aspirational lifestyle if emphasises is different to that of most videos. Instead, it shows a lifestyle where people are different and celebrated for being so.
• Not all audiences will spot an intertextual reference, which would not significantly detract from their pleasure in the text itself, but greater pleasure might be derived by those who recognise the reference and feel flattered by this. It also increases the audience's engagement with, and attentiveness to the product.