Introduction
The documentary Apple’s Broken Promises dwells upon operations of Apple’s suppliers and violations of people’s rights. The main issue is Apple’s attitude towards these violations and the gap between things proclaimed by the company’s top management and the actual conditions some people have to work in (BBC Panorama – Apple’s Broken Promises, 2014).
The intended goal of the documentary is to draw people’s attention to the problem and make them aware that the company, which is regarded as one of the most ethical ones, breaks its own promises and does little or nothing to improve the situation. The filmmakers attend a number of suppliers of Apple and provide some details of people’s working conditions there.
Story Elements
The documentary starts with depiction of a fascination with the famous brand. The filmmakers then reveal major principles of Apple’s operations provided in the company’s promotional video. It is clear that social and environmental responsibility can be regarded as major priorities for the company. After that, the documentary focuses on work of one of Apple’s suppliers, Pegatron, a factory located in China. Numerous alarming facts are unveiled.
The filmmakers also stress that the issue is even deeper than existence of numerous violations at the stage of assembling. Excavation of minerals for production of Apple items’ parts is associated with various violations of environmental regulations. At the end of the film, the filmmakers address the company to get some commentaries but they get a note where the company shows its commitment to check everything.
Documentary Elements
It is necessary to state that the documentary is very effective as it conveys major ideas explicitly. This is achieved with the help of such documentary elements as narration, interviews, b-rolls as well as archival footage. Narration is an efficient way to deliver the necessary message. The narrator makes his points and leads the viewer across the story. He provides facts as well as certain evaluation of these facts, which can be regarded as something superfluous for a documentary that focuses on an issue. However, since the film is aimed at drawing people’s attention to the wrongs in the field, it is acceptable for a documentary to be quite appealing and emotional.
When it comes to the use of interviews, the filmmakers address different people. For instance, there are a number of experts talking on issues concerning environment, labor regulations and ethics. This makes the film reputable as expert’s assessment is provided. At the same time, there are interviews with workers at the plant and those involved in excavation of minerals as well as relatives of those people. This makes the film true to life and very appealing. People are sharing their stories and it is clear that there are more to it than just business, morality or law. The production of Apple items affects people lives tremendously.
The use of b-rolls is also a very effective tool. The b-rolls serve as a background and an illustration of the narrator’s words. Of course, a child sitting in mud and risking his life every minute is a very appealing image that is difficult to forget. The filmmakers do note extensively employ archival footage. There are only some insertions concerning the horrible deaths at Foxconn. It is possible to state that excessive usage of archival footage in this film would be inappropriate as the documentary focuses on the present of the company (not its past).
Technique
The documentary is made properly especially in terms of such filming techniques as camera shots and sound effects. For instance, the filmmakers reveal the atmosphere of the working conditions when using the hidden camera as well as visiting excavation sites. The back sound music is also chosen to reveal the atmosphere. The filmmakers resort to numerous types of shots and camera angles. Some of the most common shots are close-ups and long-views. Clearly, interviews are shot with the use of close-ups. However, when the plant or the excavation site is shown, long shots are used to reveal the atmosphere and the working conditions.
Conclusion
On balance, it is possible to note that the documentary is quite effective as it reaches its major aims. It raises awareness and evokes people’s feelings concerning the dark side of Apple’s items production. It is necessary to note that the film caused a quick reaction from Apple. The company questions validity of facts given and accuses the filmmakers of being biased and providing quite distorted facts (Apple Vehemently Disagrees with the BBC’s Televised Report called Apple’s Broken Promises, 2014). Of course, this is going to be quite a long debate as the issues raised in the film are very serious.
I would recommend all people to watch the film as it provides valuable insights into the problem of social responsibility and it is also a good example of an effective documentary. Clearly, there can be certain drawbacks. For instance, the film could benefit from having a legal tour of the plant as the material shot with the help of a hidden camera can be questioned. Nonetheless, people should watch the film to be aware of the ways companies are trying (or simply pretending to be trying) to cope with various issues associated with environmental and social responsibility.
Reference List
Apple Vehemently Disagrees with the BBC’s Televised Report called Apple’s Broken Promises. (2014). Web.
BBC Panorama – Apple’s Broken Promises. (2014). Web.