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Translation of audiovisual media and subtitles: art between the word and the image

In the age of streaming, global premieres and viral videos, audiovisual translation has become more important than ever. Translators specializing in audiovisual media have a key role in enabling movies, TV series, documentaries, advertisements and online content to transverse language boundaries from day to day.

What is audiovisual translation?

Audiovisual translation (AVT) includes various methods of transferring content from one language to another in multimedia formats. Its most common forms are:

  • Subtitling
  • Dubbing
  • Voice-over
  • Subtitles for the deaf or hard-of-hearing (SDH)
  • Audio description for the blind and visually impaired

Here, as opposed to document translation, text is just a part of communication. The image, the sound, the acting, the music and the editing all combine to create meaning.

Challenges of subtitling

1) Spatial and time limitations

A subtitle can usually have no more than two lines and a limited number of characters (usually 35-42 in each line). It must also be synchronized with speech and displayed for long enough to allow the viewer to read it.

This means that the translator often has to shorten the sentences, avoid repetitions and simplify the terms, all while retaining the essence of the message. In other words, subtitles are often a condensed version of the original dialogue.

2) Cultural references and humor

How do you translate a play on words? What about a local joke or an idiom?

For example, humor in TV shows such as The Office or in the animated films of Pixar Animation Studios is often based on cultural references. Here, the translator has to decide whether to adapt a particular joke to the local audience, retain the original reference or come up with a new, creative solution. A successful translation is not a literal, but a functional one.

3) Informal language and style

Audiovisual content is often characterized by natural, often informal speech. The translator must convey:

  • dialects,
  • sociolects,
  • jargon and
  • emotional tenor.

While doing so, they must retain the legibility and grammatical correctness of the text.

The technical aspect of subtitling

Today, subtitling also includes working with specialized software, which enables:

  • time-coding;
  • reading speed adjustment;
  • line length control;
  • export to different formats (.srt, .vtt etc.).

Platforms such as Netflix have strict technical guidelines which translators must follow, regarding everything from the number of characters to the manner of indicating sounds and music.

Why are high-quality subtitles important?

  1. They enable access to content to a broader audience.
  2. They improve comprehension and improve the viewing experience.
  3. They ensure inclusivity.
  4. They influence the perception of content quality.

A poor translation can change the ambience of a scene, disrupt humor, or even affect the plot.

The future of audiovisual translation

The development of artificial intelligence and automatized subtitle generation has sped up the translation process. Nevertheless, the human factor remains crucial, particularly when conveying humor, emotions or cultural nuances. Technology may help, but creativity, a “knack” for language and the ability to grasp context remain intrinsically human.