Evaluation Question 1

1. EVALUATION
QUESTION 1
In what ways does your media product use,
develop or challenge forms and conventions of
real media products?
Advanced Portfolio 3058 - Aimee Gras

2. THE LONG TAIL
Primarily, my
documentary is aimed at
those whom have an
interest in swimming -
whether they are
swimmers, ex-swimmers,
parents of swimmers or
simply have an interest in
the sport.
This would be considered
a niche audience,
therefore it would be
seen on the smaller end
of the long tail (the right
hand side).
As part of my research I looked into the ‘Long Tail’ by Chris Anderson.
From this research, it enabled me to find a clear gap in the market of
documentaries that would appeal to a niche audience.
The Long Tail Blogpost

3. ANALYSING PREVIOUS
PRODUCTS
Touch the
Wall
Sync or
Swim
Unbelievabl
e:The Chad
Le Clos
Story
Stacey
Dooley
Investigates
Voice Over Voice over Voice over Voice over
Cutaways Cutaways Cutaways Cutaways
Interviews
with family
Underwater
footage
Interviews
with family
Archive
Footage
Underwater Competition Underwater
Interviews
As part of my research I also looked into the typical conventions of
documentaries. To do this I analysed four different documentaries - some
based on swimming and others on a different topic. This is because it is so
niche I found it difficult to find for documentaries based solely on
swimming.
For my documentary I decided to adopt codes and conventions from all
four analysed documentaries in order to create a gratifying product
suitable for my target audience. CONVENTIONS
FOUND:
Touch the Wall
Sync or Swim
Unbelievable: The Chad Le Close Story
Stacey Dooley Investigates
Click on each of the following
bellow to view each textual
analysis blogpost:

4. DOCUMENTARY TITLE
The title of my documentary is called ‘Going
for Gold’.
I decided to use the phrase ‘Going for Gold’
simply because it insights the consumers of
what the documentary series is about. It will
appeal to my target demographic of
swimmers whom will understand what it takes
to achieve this goal.
With respect to other media products, the title
of my documentary conforms to the forms
and conventions. Other swimming
documentaries such as ‘Touch the Wall’ took
a similar approach to what I did. They both
inform the audience of what the context within
the documentary is going to be based upon.

5. TITLE SCREENS
I have conformed to the conventions of these
other documentaries: ‘Sync or Swim’, ‘Touch the
Wall’ and ‘Unbelievable: The Chad Le Clos
Story’. This is because these three
documentaries have done title screens for their
documentaries.
I have conformed to ‘Sync or Swim’ the most
because I have used the surface of the
swimming pool water with a white font to make it
stand out against the blue like water.
Stacey Dooley does not use title screens for her
documentaries. Therefore I have challenged the
conventions for this product. Stacey Dooley
seems to be well known enough for her not need
to use a title screen to get her message across.
Seeing as mine is a new upcoming documentary
nobody knows it enough for a title to not be used.
Therefore one needs to be included to get a
message across.
My Title Screen:
Others
Title
Screen:

6. TITLE SCREENS
With my title screen I tried to add some effects in using the application ‘keynote’. I
added an affect called ‘blur’ as well as a transition called ‘ripple’. This made the
length of my title screen too long. Other documentary titles don’t have these sort of
effects, it didn’t make it look very professional and there was a little bit of a time lag
with the transition.
By not using the effects and transitions I am conforming to the forms and
conventions of other media products.
Click here to view my blogpost on a title screen I created

7. NARRATIONOnly one of the documentaries I analysed has a narrator/presenter throughout the
documentary which was Stacey Dooley Investigates. This series of documentaries is a
contrast to the rest I analysed, the others are sport related whereas this series is more
based on research.
With the three other documentaries I analysed they typically used narration in the form
of voice-overs instead of the use of a presenter.
By doing my research I have managed to adopt this convention of the sport related
documentaries and have produced voice-overs where necessary and also voice-
overs from the interviews I conducted. This has made my documentary as a whole a
lot more professional.
Throughout the first episode of my documentary, Jude Hills takes the lead roll. His
interview lasts the whole extract with cutaways/other interviews included throughout.
He is represented as an aspirational figure; he reflects the programmes target
audience demographic. He portrays himself as charismatic and enthusiast about his
hobby.
By representing the documentarian as an aspirational, relatable figure is a relatively
new convention. Presenting reality via documentary was developed by John
Grierson, depicting people on screen “performing the actions that they would do in
their normal lives.” This is exactly what Jude has achieved and therefore by him acting
in this manner the documentary has conformed to this new convention.

8. CUTAWAYS
When analysing ‘Stacey Dooley Investigates’ I found the most effective, appealing
aspect in my opinion was the frequent use of cutaways of old archive footage.
I decided to adopt this technique - I decided to use archive footage of the Olympic
games from 2012. It related to what Jude was speaking about when mentioning how he
became interested in the sport.
However, even though this is conforming to this media product (Stacey Dooley
Investigates) it doesn’t conform to the swimming related documentaries I have
analysed. Therefore I have challenged the conventions of these media products. I
decided to do this because I felt it was appropriate for this footage to be included
especially as the documentary progresses to the footage I have taken of the Olympic
Pool where facts and figures are included.
My DocumentaryStacey Dooley Investigates

9. INTERVIEWSAs mentioned previously Jude took the lead role for the first episode of my documentary and he
acted as the aspirational figure.
When conducting my interview of Jude I positioned him in a certain manner using the rule of
thirds. When watching the documentary, it is evident that this technique works well. It focuses the
audience on Jude as well as enabling the audience to see what is occurring in the background. In
the background the audience can see that he is sitting on a diving board where the swimmers
typically practice their diving technique. To the audience this would be considered aesthetically
pleasing - it creates a clear mis-en-scene to where Jude is.
By using the rule of thirds I have adopted the convention from ’The Chad Le Clos Story’.
Throughout the documentary the rule of thirds has been applied for nearly every interview.
However, I have not adopted the use of the pull focus when using the rule of thirds and this is
because I felt that I had used an aesthetically pleasing background that would appeal to my target
audience whereas I feel the backgrounds of the interviews for The Chad Le Clos Story are not
aesthetically pleasing and have no relation to the sport.
My DocumentaryChad Le Clos Story

10. INTERVIEWS
I adopted the technique from all four of the documentaries I analysed of interviewing someone in a
position of authority, to unsightly explore a professional view. More of an expert view provides the
audience with valid information, giving the documentary more of an informative, authoritative
feel.
Throughout the swimming related documentaries a name and title is provided, I have decided to
adopt this convention as it gives the speaker authority and keeps the interview relevant.

11. INTERVIEWS
Another convention I have conformed to from the swimming related documentaries is
the use of a fluent interview rather than there being a narrator/presenter asking
questions. I have decided to do this because I feel it looks a lot more professional.
Initially I took Stacey Dooley’s approach and asked questions like a typical interview.
However I wasn’t keen on it so I decided to take the other approach which seems to
have worked successfully.
Click here to view the initial first draft
Click here to view the
documentary with the newest
interview technique

12. USE OF SOUND
The use of upbeat instrumental non-diegetic music challenged the codes and
conventions of swimming documentaries. ‘The Chad Le Clos Story’ used very minimal
music and when it was used it was very quiet and very monotone.
I have adopted the use of this upbeat music from the Stacey Dooley Investigates
documentaries where at the start and the end of them she uses this technique.
However, I have changed it slightly because I decided to use the music throughout.
The music I have used is very motivational and aspirational so it links very well to what
is being said throughout, therefore I thought this would appeal to my target audience.
The reason I decided to challenge the conventions of the swimming documentaries is
because my documentary is aimed at a younger audience as well as an older one.
Having this music may help to keep them interested and engaged as some would get
bored quickly listening to constant interviews.

13. IMPORTANCE OF ANCILLARY
PRODUCTS
A key convention of documentaries is a cross media platform presence through
ancillary media products. Without ancillary products, the target audience will not be
able to engage with the star of each episode of the documentary and brand identity
therefore will not choose to consume the film.
The newspaper advert would particularly appeal to the older generation that my
documentary is aimed at, this would be parents of swimmers, ex-swimmers and
general people whom have an interest in the sport. The newspaper advert is unlikely to
appeal to the younger audience in which my documentary is aimed at because they’re
unlikely to read newspapers being young.
Its likely to appear in the sports section of the newspaper.

14. NEWSPAPER ADVERTFrom my research on documentary ancillary products (here) it is important to
effectively portray the mood and aesthetic of the documentary as well as what the
actual content is about.
Because my product will be aired on Channel 4, therefore it is extremely important to
consider the conventions of Channel 4 documentaries with their distinct house style.
I adopted the typical conventions of the channel 4 posters. I have used the white box
behind the writing in order to make the text stand out, as well as this I have also used
the channel 4 logo on the right hand side of the page. By doing this I have adopted the
typical conventions of their posters and it makes it obvious to the audience that this
documentary will be shown on Channel 4.

15. DOUBLE PAGE SPREAD OF A LISTINGS
MAGAZINE
Key conventions I identified:
✍ Eye catching image
✍ Title enforcing brand identity
✍ similar aesthetic to newspaper advert
✍ Interview with presenter or the star of the
documentary
✍ Information on what else there is to watch
I adopted a great deal of the conventions
established above, however I have also challenged
some as well.
My Double Page Spread:
Other Double
Page
Spreads:

16. DOUBLE PAGE SPREAD OF A LISTINGS
MAGAZINE
- I have adopted the use of an eye-catching image with an engaging headline which is enforcing
the brand identity.
- On both the double page spread and the newspaper poster I have used the same person whom is
the star of the documentary. By doing this I have enforced a house style and a consistent brand
identity for the audience to identify.
- The font used for the headline is the same font used on the rest of my products, the poster and
the documentary.

17. DOUBLE PAGE SPREAD OF A LISTINGS
MAGAZINE
- The headline has been made bolder
but is still in the same font.
- I have also followed the convention of
an interview with the star. I have
included quotes throughout the article
from an ‘exclusive interview’ we had.
- I therefore have challenged the
conventions in a way as the article isn’t
one full interview. I decided to not do
this because the documentary itself is
an interview and I didn’t want it to be
repetitive or give too much away.

18. I have also challenged the convention of including what else there is to watch.
Instead I have incorporated ‘Wednesday Highlights’. The reason I did this is
because in one of the TV listings magazines I analysed they had one whole page
solely based on that show. Therefore I have adopted this convention of the more
expensive magazine (£1.70).
Click here to view the TV listings I analysed
DOUBLE PAGE SPREAD OF A LISTINGS
MAGAZINE

19. The reason I didn’t include what else there is to watch is because this wasn’t
included in the more expensive magazine I analysed. I liked this layout more so
follow the conventions of this product. From audience feedback I have found that
this is successful.
Click here to view my audience feedback
DOUBLE PAGE SPREAD OF A LISTINGS
MAGAZINE

20. IN CONCLUSION
The main product: As conventions of documentary making are so broad, Going For
Gold, the documentary extract adopted codes and conventions from a variety of
documentary case studies. However, these conventional adoptions were selected
in order to entice, interest and gratify the target audience in the most effective
way possible. I developed my creativity by developing existing documentary
conventions.
The ancillary products: As the primary function of ancillary products is to promote
the main product, I adopted the conventions of Channel 4 posters in order to
continue the brand identity for my my own poster. I then challenged the most
typical convention of a double page spread from a TV listings magazine by not
including ‘what else can be watched’. Instead I adopted conventions from other
magazines that I felt would suit my product best.