I think the term aesthetic strategy sums up Manovich's many definitions of " what is cinema?" To start with an idea, accomplish the desired effects, whether in a music video or a full-length film is a process. Then to critique the effect of the "effects" is where strategy takes it to another level. Did one either on purpose or through accidental experimentation achieve a narration quality that serves the subject? Or are you the one trying to "sell" an idea, piece of music, or product? That would take much creative control or strategy out of it as you tried to please your audience/sponsors and make a "hit". Does your aesthetic strategy please you? New media has given us many choices to experiment for aesthetics without it costing as much in time or extra dollars. This of course has led to fast track slick marketing designed to promote rather than "feel" the aesthetic.
I have mentioned a videographer I know (commercial) who explained to me how she charges people---She says " Do you want the film fast, cheap, or good? Pick two. "
Obviously Fast and Good will not be cheap. Cheap and Good will not be Fast.
Seems to apply to many things.
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