This is my CR for this term's documentary project.
CR 1 - How do your products represent social groups or issues?
CR 2 - How do the elements of your production work together to create a sense of ‘branding’?
CR 3 - How do your products engage with the audience?
CR 4 - How did your research inform your products and the way they use or challenge conventions?
Me and my team researched, developed and created a crime documentary surrounding teenage toxic relationships through obsession, coercion and control. It is named, "Sweet Poison: A Love that Kills."
To keep our documentary distinctive whilst still maintaining consistency, we focused on developing a clear style that audiences would recognize. For example, the title, "Sweet Poison: A Love that Kills" is written in the font Givenchy serif, which connotes elegance or luxury masking hidden danger. The burnt transition effect also plays a role in suggesting the unmasking of decay and poison underneath a seemingly normal surface. Meanwhile, the thumbnail centers around a coffee mug, with dramatic dark lighting to signify hidden alluring threat, and highlight the sinister themes of obsession and control. By maintaining dark, muter tones with grain accents, our documentary branding mirrors typical Netflix documentaries and makes its genre clear to viewers. Moreover, based on David gauntlet's theory of identity, audience can think about their own relationship and their views on trust.
My research into documentaries such as, "Lover Stalker Killer" and "American Murder: The Family Next Door" helped me revise and familiar myself with technical elements such as detective narration, old visuals, and eerie non-diegetic sounds. Conforming to these conventions help audiences recognize the genre. However, I also subverted some conventions in order to create originality. For example, while many crime documentaries focus on older or married couples, my product centers around a young couple, making the same dangers relatable to teens. Using a cup of coffee as the weapon is also a way to challenge the conventions. Turning an everyday harmless object into a deadly symbol. Furthermore, instead of following the flat, professional detective narration, I decided to layer the dialogue when highlighting ava's obsession in order to add layers to her personality and be more enticing. This reflects Gauntlet's theory of representation as my character has depth and her own complexities that audiences can decode in different ways.
My product engages with the audience by combining traditional features with more modern digital culture. According to Gerbner's cultivation theory, repeated exposure to conventions such as slow-paced editing, detective narration, and dark setting encourages audiences to believe a story belongs to the genre. We also added Gen-Z specific elements in order to attract younger audiences such as by creating a fake Instagram page, using teen actresses and using slang. This allows for balance in Blumler and Katz's uses and gratification theory: appealing to audience who watch for surveillance (to gain information regarding the case or the dangers it represents), diversion (entertainment purposes), personal identity (reflecting on their own relationships), and social interaction (encouraging discussion around possessiveness, obsession, and trust). The thumbnail also helps hook the audience's curiosity, prompting them to question, 'what's this about?' and 'how will this end?' (Hermeneutic code)
My product explores the issue of toxic relationships and the dangers of control and obsession through the character, Ava. She is portrayed as a "possessive, controlling girlfriend" representing the toxicity in an unhealthy relationship in Stuart Hall's representation theory. We showed this by giving tiny details that hints at who she truly is; her Instagram bio that hints at her need for control represents a darker side of gen z relationship culture, her username which highlights her ego to self-serve, and seemingly perfect appearance (suggested by her posts and the Givenchy font that implies luxury) shows how controlling behaviors can blend in and be normalized, even romanticized in the media but in reality can cause a harmful impact. Additionally, the concept of drugging someone using a mundane object such as a coffee mug highlights women's vulnerability in everyday situations. We linked this issue of gendered violence, and subverted it the other way around, in order to point to issues of manipulation, coercion, and trust instead of gender. Based on stuart hall's audience reception theory, I also acknowledge that different types of audience would perceive this message differently. For dominant reading, audience would perceive this as a warning for toxic love, while oppositional reading would perceive it as over exaggerated and negotiated reading would agree with its message to a point whilst still sympathetic with ava's rebellion.