The three-part documentary “The Devil in the Family: The Fall of Ruby Franke,” on Hulu, follows the chilling case of the popular mommy vlogger who eventually pleaded guilty to child abuse for the horrific torture of her children. The case has already been international news, tabloid fodder and discourse grist, but unlike a lot of buzzy streaming documentaries, “Devil” is not a sloppy rehash. Instead, it is pointed and insightful.
“Devil” includes interviews with Franke’s two oldest children, Shari and Chad, and with her husband, Kevin. (According to the documentary, he has filed for divorce.) Its other big draw is unreleased footage that Franke recorded over several years, outtakes that include startling and cruel exchanges. “Just be yourself!” she snaps at one of her young daughters.
“That is myself,” the little girl pleads.
“Well then change it,” Ruby says.
She admonishes her husband and Chad for not being chatty and expressive on camera. “Be excited,” she tells her son icily. “Even if you have to fake it. Fake being happy. ’Kay?” In another clip, she prods him to participate more, reminding him that he gets $10 for doing so. Kevin says in the documentary that the family’s YouTube channel brought in $100,000 per month at its peak.
There are a lot of disturbing details here, and the director Olly Lambert manages the scope of the story well while still acknowledging its larger context. As much as “Devil” is a story about control, faith and abuse, it is also a story about YouTube, fame and performance.
Some of the most arresting footage here looks just like any other peppy family vlog: the super-close-up, self-shot footage of a pert blonde woman in bright lipstick, chirping at her brood. Only she isn’t delivering chummy tips on the surprising versatility of tater tots or on how even mommy needs big belly breaths sometimes. She is berating a little girl, or describing how “selfish” her children are — children who are barely old enough for kindergarten.
Part of the allure of social media is its claim that you can actually see what’s going on behind closed doors, that people are being “real.” They aren’t. They’re selling you something, be it lifestyle products or eschatology. The rule remains: Buyer beware.