Exploring new forms of audiovisual translation in the age of digital media: cybersubtitling and cyberdubbing

ABSTRACT

The prevalence and popularity of audiovisual content in the current times has resulted in a wide range of practices which have been categorised within audiovisual translation (AVT) research as examples of fan translation, amateur translation, crowdsourcing or collaborative translation, among others. While some practices can be included under these categories, other forms of AVT that have recently emerged are not as clear-cut. Against this backdrop, this article explores the conceptual uncertainties surrounding these new AVT practices, with a focus on dubbing and subtitling, by revisiting the work carried out by the authors, who have previously suggested the use of the umbrella terms ‘cybersubtitling’ and ‘cyberdubbing’. In addition to providing a revised classification, the paper emphasises the need to explore the wider social and ethical consequences of these innovative translational activities. As regards ethical implications, altruist and fan practices are the ones most exposed to malpractice, often because some organisations emulate corporate behaviour but rely on free labour, without any financial retribution or credit towards those involved in these activities. The article also concludes that more critical research should be conducted to unravel the impact of these practices on the role of translation as a socio-professional activity.

KEYWORDS:

• Cybersubtitling
• cyberdubbing
• audiovisual translation
• collaborative translation
• fakesubs
• parodic dubbing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Rocío Baños

Rocío Baños is Associate Professor in Translation at the Centre for Translation Studies (CenTraS) at University College London, where she teaches audiovisual translation and translation technology. Her main research interests lie in the fields of audiovisual translation (dubbing in particular), translation technology, translation training and the benefits of using audiovisual translation in foreign language learning. She has published widely in these areas and her latest research has focused on underexplored forms of dubbing, such as fandubbing, parodic dubbing and automatic dubbing.

Jorge Díaz-Cintas

Jorge Díaz Cintas is Professor of Translation and founding director (2013-2016) of the Centre for Translation Studies (CenTraS) at University College London. He is the author of numerous articles, special issues and books on audiovisual translation, including Subtitling: Concepts and Practices (with Aline Remael, 2021). A pioneer in audiovisual translation, Jorge has trained translators-to-be across six continents, is a frequent speaker at international conferences and events, and has offered consultancy services to the European Parliament, European Commission, OOONA, Deluxe and Netflix, among others. He is the Chief Editor of the Peter Lang series New Trends in Translation Studies and the recipient of the Jan Ivarsson Award (ESIST, 2014) and the Xènia Martínez Award (ATRAE, 2015) for invaluable services to the field of audiovisual translation.