This paper discusses how, in the first decade of the 21st century, documentary film rose to unprecedented significance in American media, succeeding not only in establishing a commercially viable niche in the filmic landscape but also having discernable impacts on public opinion, public actions and even public policy.This decade was one of unprecedented burgeoning of documentary production and consumption that entailed a great increase in output and some qualitative advances. While televisual documentary came to be associated with certain factory values that reflected the TV industry’s vast need for programming, theatrical documentary came in this period to be seen as a much more individually crafted, courageous, human-scale response against social injustice and the abuse of power. Hence, the era also raised questions about the social role of documentary, including the responsibility of filmmakers to serve the public's informational needs and to honor traditional journalistic goals, such as accuracy.