How Subtitle Localization Shapes Narratives in Media

Do you use subtitles when watching content? If yes, you belong to the 89% of people globally who have used subtitles. The studies by Preply and Stagetext found that 72% of people use subtitles due to poor audio quality, while 42% use subtitles to help them concentrate. The bottom line is, that subtitles are a big part of media.

The South Korean film that took the world by storm in 2019, Parasite directed by Bong Joon-Ho is a prime example of how subtitle localization allows audience to enjoy a whole new world of films thoroughly. In his acceptance speech after being awarded Best Foreign-language Film at the Golden Globe, he said, “Once you overcome the one-inch tall barrier or subtitles, you will be introduced to so many more amazing films.”

Subtitles and narratives go hand-in-hand in delivering messages, and if done right, they can influence the audience’s perceptions, cultural understanding, and even political discourse. This article dives into its process, its powers, and what happens if done unethically.

What Is Subtitle Localization?

By definition, subtitle localization is the process of translating spoken dialogue and audio elements of content for accessibility to a wider audience. Subtitle localization is more than subtitle translation, as it adapts not only the correct and relevant translation, but also cultural nuances, linguistic elements, and context across languages.

In this context, understanding what’s being said is one thing, but knowing what it means is another. This is where subtitle localization comes in – it ensures all humor, idioms, context, and emotions are properly translated to the target language to make the content resonate with a wider audience. It increases accessibility and cultural relevance, both enhance the overall viewing experience. No more lost in translation with subtitle localization.

Read More: Reach a Global Audience with Localized Miniseries

How Subtitle Localization Shapes Narratives

Cultural Context

As stated previously, subtitle localization is the key to preserving cultural nuances such as humor, idioms, and other cultural contexts in media. If done correctly, it allows global audiences to fully understand and immerse themselves in the story while appreciating the cultural references. Most times, cultural references play a huge part in the story itself.

An example of a cultural reference holding a key part of the story is in the film Parasite (2019). A Korean dish, originally called jjapaguri in Korean, is localized as “ram-don” for global audiences. This localization still embodies the original dish’s naming structure, which is a combination of two words (jjapagetti and neoguri), into “ram-don” which is a combination of ramen and udon.

This naming structure stays true to Korean cuisine, especially because many Korean dishes are named with the same structure. Cultural elements in subtitle localization help ensure the content still feels authentic, which is crucial in making sure the audience can fully connect and understand the story.

Narrative Framing and When It Goes Wrong

In storytelling, word choices can shape how a character, an event, or a theme is perceived by the audience. Choosing to use “freedom fighter” instead of “rebel” can paint completely different narratives. This is especially true in subtitle localization, where the translator’s word choice can shape how the audience perceives the story. While some are less distorting than others, subtle word choice changes can completely misalign the story.

An example that happens often is when translating a joke, or a sarcastic remark. It might be translated literally, which loses all the cultural nuance and intended humor which makes the translated joke fall flat. This can also happen in a politically sensitive context, which is what recently happened to a Netflix hit K-drama When the Phone Rings (2024).

In the season finale, a reporter Na Yu-Ri (Jang Gyu-Ri) reports on airstrikes by a fictional nation named Paltima against Izmael, emphasizing several Korean nationals who have been taken hostage. However, the translated news report does not align with the actual dialogue and visuals. A viewer pointed out that the actual translation is that Izmael was the aggressor and Paltima was the victim. The visual map also showed that Izmael attacked Paltima, and the subtitle did not reflect this fact.

The Effects

Several viewers expressed their anger on social media on the matter, stating that it’s a mistranslation that distorts the story. This is a recent example of how bad subtitle localization can spark controversy and misunderstanding, especially when related to real-life tragedies. The emphasis on nailing subtitle localization with ethics and proper translation is directly connected to safeguarding the integrity of the story.

The effect of bad subtitle localization goes far beyond mistranslation. It can go as far as distorting the original narrative, which leads to misunderstanding, misinformation, and controversies. All these issues not only distort the narrative but also taint the content makers’ credibility.

Read More: 9 Key Tips for Subtitle Localization into Japanese

The Ethical Responsibility of Subtitle Localization

A proper and accurate subtitle localization can make or break content. It is all rooted back to maintaining neutrality and accuracy, while also balancing creativity and integrity. Localizers and translators must maintain all those elements, more so when dealing with politically and/or culturally sensitive content. In the end, it is all about building trust with the target audience through proper localization.

Neutrality and Accuracy

Maintaining neutrality and accuracy stays true across all types and genres of content, be it documentaries, news, or historical drama. It is crucial to stick to the original message to avoid misleading the audience or even potentially reinforcing stereotypes or misinformation.

Tone, word choice, and cultural nuances should be the focus of subtitle localization to ensure no events, themes, or characters are distorted. A neutral and accurate localization represents the original work’s intentions and hence affects the audience’s understanding.

Creativity and Integrity

Finding the perfect balance between being factual and creative is an important skill for a localizer. The balance ensures the localization resonates with the target audience without compromising the original work’s intentions. Preserving the original’s cultural, emotional, and narrative depth while making the content more accessible is the priority.

It is easy to fall into translations that are factual but miss the overall nuance. For instance, translating humor or a joke can be tricky due to its deep cultural ties and contexts, and a mistranslation can lead to it losing its meaning and impact on the narrative. Ethical localization ensures that the content remains engaging without sacrificing its authenticity or integrity.

Conclusion

Subtitle localization goes far beyond a linguistic responsibility. It can make or break content, as it shapes how narratives in media are understood by a global audience. Subtitle localization is a bridge that connects content to a global audience, creates accessibility, and builds trust with the audience. Preserving an original work’s intentions and authenticity while making it accessible to a global audience is the main point of subtitle localization. It holds a massive weight of ethical processes, and if done wrong, it can distort narratives, reinforce stereotypes, and create misinformation and distrust. Both localizers and the audience must be aware of the complexities of subtitle localization. Behind the one-inch subtitle on every piece of content is a deep, thoughtful consideration and adaptation to deliver a correct and relevant translation that shapes how every content is perceived by different audiences.