‘How does Netflix Originals appeal to audiences?’

This post show's how the Netflix show Orange Is the New Black connected with their demographic. This work allowed me to understand how certain forms of storytelling can be used to connect with the audience.

The Netflix original I have chosen to conduct research on is Orange is the New Black. For the purpose of this I will be referring to the series title as an abbreviation of; OITNB. I chose this Netflix original as I personally really like the series and it has been something that I have followed and been a fan of for a couple of year. I enjoy this series for many reason; the originality the series brings by having unique story lines and characters with different cultures and also the realism of the inmate’s life being accurate to what an unimaginable prison life would be were two of my main reasons for having a strong liking for the series. Another reason why I have chosen this series is the known success that surrounds it. The main aspect of the series success can be shown through the continuous high viewing figures and the dedication of the fans that have followed the series. An example of this is from the fourth series release of the first series where a staggering 6.7millions people viewed the episode in the US. This was then followed by the second episode being viewed by 5.9 million people in two days of it being released. This shows that my opinion on the success is real and I feel I am one of the demographics that allow the programme to be such a success. This therefore means that another success for OISTNB is the success of the target audience being appropriately targeted. The target audience for this series is the demographic of women of every race between the age of 19 and 44.

In the first part of research that I carried out on OITNB was the act of myself conducting primary research. To do this I focused on season 5 and the episode 13. I first of all I watched the opening scene from 1:00 to 9:00 minutes and then the ending scene from 40:00 to 46:00 minutes.

First of all I concentrated on the filming aspect of the film and the many different camera shots that are carried out to enable the episode to connect with the viewer. In the ending scene a mid-shot is shown when a police officer, in charge, clarifies to managers they are short of inmates once they have counted all they have found. This was an important moment as the episode has been on the basis of finding all inmates with whatever needs necessary. A mid shot is used, implying police officers body language is timid as he has not done is job correctly. This allows the audience to undermine the police officer and to be on the same wavelength as the inmates. This has however been shown the audience through this episode but it has enabled the audience to make their own assumptions of the polices authority. An example of this is in the opening scene at 8:00 minutes. This is when an inmate states clearly ‘at least they didn’t shoot us’. This is the first contradiction of the police and enables the audience to ask questions.

Second of all I concentrated on the sounds in the episode whether they be diegetic or non-diegetic. In the first half of the trailer no diegetic sound can be heard when the guards are entering the prison and trying to take back control. The non-diegetic sound is off a song called stormy weather. This personifies a fight and the fact that either side may not give up. This allows the audience to have insight into something that may make the episode not as straight forward as first thought. This is because it is made to believe first of all that once the police have stormed the prison is then secure and back in their hands. This is also shown towards at 47:00 through diegetic sound. The sound is of crying inmate breaking down in front of a guard. This also shows the destruction that the guards have brought to the prisoners life. It is also another insight for the audience that the life of these inmates is traumatic and that the strike was there only option; causing another positive side to the inmates and not officers. At 48:00 the police officer that has been hostage has been allowed to walk free. This is personified as relief and control through diegetic music heard when the guard walks out.

Thirdly I concentrated on mise-en -scene. All mise- en -scene in this episode has been well presented and is appropriate to the location. At 7:16 armed police raid the prisons church where inmates are. The police officer shouts ‘hands in the air’ and a inmate reply’s with ‘dear kind men in scary outfits. This is shown to the audience as sarcasm as the police officers are dressed in police outfits (bullet proof vests etc) and have their faces hidden. This is a form of them trying to intimidate the inmates through there dress code and power but in return and inmate mocks this. This also shows again to the audience that they should question the polices authority. Towards the end of the film however an inmate is dressed in a police officer’s uniform. This in the eyes of the girl and the audience shows the prisoner to have power and importance but also the ability to give answers and become a negotiator for what the inmates want and stand for. This is again contradicting the image of the police officer as the girls respect the form of the uniform they want; this also insinuates there power to the audience.

Fourthly I conducted research on the Props character theory. In the beginning of this episode I have found that all character profiles change and become different as the story evolves. I feel this is because it gives the footage more depth and allows the audience to follow along and become more engrossed. An example of this is 8.00 when an inmate says to a police officer ‘please don’t hurt be’. The police officer then responds aggressively and to the point when his colleague intervenes re en statin to this officer the morals of their job ‘…Limited violence, limited injury.’ This shows the audience for one of the first times that the police officers may not be the villains but the police officers may be. The inmates are portrayed prior to this as the villain as they started the riots and have caused distress and taken hostages. This is contracted throughout this episode and has enabled a deeper understanding of the inmate’s situation to be gathered. At 45:00 an inmate with a gun goes to shoot a police officer stating’ I miss her so much’. This shows that this police officer was in fact the person to blame for her friend’s death. However the inmate does not go through with an instead breaks down. This shows the inmates hurt and vulnerability and instead of representing the villain portrays as a princess. This maybe a better profile then the villain. Enables audience to question their beliefs once again.

Fifthly the use of binary opposites is used throughout this episode and series in fact. It portrays light vs dark and good vs evil in a way the is only seemed to be done in a modern society as it opposes the normal stereotypes and enables things that are not always in a stereotypical society also. Good vs evil is first of all portrayed in the beginning of this episode through the guards coming into the prison, portraying the norm for the good (guards) taking over evil (regaining control of inmates). However this episode shows straight away that that neither are balanced and the norm good may be actually be the evil. This goes against the stereotypes of police officers and can be seen at 7:30 when the guards storm the prison but don’t get the control back that is obvious they through they would. This continues towards the end of the episode at 45:00. This is when light vs dark is used to enable the audience to think about whether or not the righteous thing will happen. This established through the belief that things would not go back to a fair society in the prison. The stereotype of good vs evil continues to be portrayed as the opposite through the end also.

Lastly the use of enigma codes in the episode enable questions to be asked to the audience which they would need to solve. In the beginning of the episode questions like; who is to blame? Who is going to survive? What will happened? Is the riot diplomatically correct? Are asked to psychologically to the audience and continue to the end of the episode where question like; what will happen to the guard that has been held hostage? Will the hiding inmates be found? What will happen to the inmates? Will everyone survive? Will things change? Are the police or prions corrupt? All questions allow the audience to anticipate what will happen next and allow a relationship to be built to enable the audience to want to watch more to have their questions answered. A more in depth example of an enigma code used at 2:30 is a question an inmate states, ‘they won’t kill us right’? This form a rhetorical question as no one the inmate is talking to responds confidently or like they believe the statement. This therefore forms an enigma code for the audience as they are now questioning the inmate survival.

In the next part of this repot I will be discussing findings I have found from through secondary research. This is in the form of the audiences responses to the series and critics responses.

There are many positive responses to OITNB. It has shown to be popular since its release date and has experience a lot of faithful viewers and people that are new to the show and view in the form of ‘binging’. On a website, rotten tomato the average scores of the series can be shown;

The average scores for this series shown are a high percentage which shows to the success of the series and the contract it has with viewer. It shows the responses are majority positive and the general public and critics have a strong bias to the series. In evaluating the episode I carried out my primary research on I have found it not to be the most successful as it scored 74% on a whole average in comparison to series 2 with a score 98%. This figure is still relevantly high and has enabled and even of responses to be gathered. An average review from a critic on the episode of researched is; ‘… offers up more of the sharp writing and dizzying tonal juggling acts the fans expert.’ This shows a positive review that has showed that the show is living up to expectations. The ...’fan expect’ phrase used in the critics response implies also the producers have enable the fans to connect with the series and enabled them to picture a reality that is vital to keep fans and to enable something to form a relationship with the audience.

The audience response on series 5, episode 13 is the average of 71%. This again is not the highest rating the series has received but still shows success and that the film is still popular in different mediums. A review from an audience member is ‘over the last five years… solid job... really shines.’ This shows a lasting relationship the audience member has had with the series throughout its existence and their passion that is established through the footage they see. This audience member has also pointed out a cast member they think ‘shines’. This again has a positive connotation through the audience response as they have a ‘favorite; character. This enables the audience member to find the show more iconic and through her choice she may find emotions empathized and the episode more relatable. This is a success that the producers of OISTB have been successful in creating.

However not all responses were successful and some audience members have left negative reviews on rotten tomato;

This shows a score of 1 start and words used that have negative connotations; ‘unrealistic’, terrible’. This shows that the audience member was not able to build a strong report with the film through them not being able to build a relations ship or contract with the series. By the wording of the review it insinuates that the reviewer liked previous series but could not take to this one as they have found they have gone too far and not enabled the series to be realistic.

Lastly I’m going to discuss the focus group I conducted to enable myself to have secondary research I have conducted. I asked a four participants of the demographic of 19 to 21 females various questions that enabled me to see various answers.

I first of all asked the focus group why you liked OISTNB. The responses I received included; I liked the originality, gives alternative perspective to what prison is like, it covers a lot of different cultures, is reliable and is realistic and believable. All these responses were of a positive form and shows the success of different aspects that attract audiences. The target audience also enables my focus group to interact with these reasons why as they form part of the target group; likening it for the demographics it has created.

I also asked the focus group why they decided to watch it. Responses included; when my friend recommended it, I saw the trailer for season 3 on Facebook, watched the first episode on Netflix and was hooked and enjoyed the trailer when it was first shown and have been a fan ever since. This shows the different mediums a group people have been able use to discover OITNB. This enables the success of OITNB to an extent as people are able to use different sources, mainly through a social form or online to enable them to discover a something they would be interested in.

I also asked why they continued to watch. The responses I received were; I wanted to know what happens, I want to know if they win the riot and I was hooked on the different storylines and wanted answers. This showed the audience were very intrigued by the series and the responses show people built relationships with certain characters and wanted answers to certain incidents. I feel this was so successful as people wanted to continue to watch the series through them being emotionally invested in storylines, characters profiles and event and this maybe because of the realism of the series.

I lastly asked the focus group what they would rate the show out of ten (being the highest). Two members of the focus group gave the series a score of ten as it has been there favorite series so far. One member then gave a nine as they were too addicted for a ten as it was unhealthy and an eight was also given as they wanted an answer instead of a cliff hanger. This shows that even though these have negative contradiction the responses on the whole are extremely positive and the focus group have felt that they have become totally engrossed in the series. This may have been a success for my target group as they form part of the target audience OITNB has been associated with.

To conclude I feel OITNB is a very successful series that has been successful though different mediums. I however feel the series success is down to the targeting of the audience and the different ways in which the producer enable the audience to connect and build a relationship. The main ways I have found in which this is successful though is the audience being asked questions through enigma and action codes; this enables the audience to build a repot with the show making them more interested and invested in to the series.