Media accessibility through audiovisual representation of culture-specific references in regard to their subtitled translation

Abstract

The audiovisual market has rapidly grown in recent decades, driven by innovative technologies and rising consumer demands, transforming the way we consume and interact with media content. Adapting audiovisual products for diverse audiences poses significant challenges for translators who have to navigate technical limitations, understand audience needs, and accurately translate culture-specific references (CSRs). These efforts are crucial for media accessibility, particularly for the D/deaf and hard-of-hearing audiences who rely on subtitles to comprehend audiovisual content. When subtitles successfully convey CSRs, viewer satisfaction increases, i.e., audiences are more likely to enjoy the content when they can fully grasp cultural nuances. This paper aims to evaluate translation of CSRs from English into Lithuanian in the subtitles of a popular culinary documentary. It also explores how subtitles contribute to media accessibility for the D/deaf and hard-of-hearing viewers, focusing on subtitle legibility and readability, particularly when on-screen text obscured subtitles and hinders comprehension. This paper focuses exclusively on the final subtitled product, excluding any discussion of translators’ working conditions or reception analysis with D/deaf individuals. The findings indicated that the categories of Proper names and Food and beverages were dominant, with direct translation and retention serving as the main translation strategies. Beyond translation of CSRs, the research highlighted the critical role of subtitle legibility and readability in enhancing media accessibility for all viewers, especially the D/deaf and hard-of-hearing audiences. While translation of CSRs can help effectively bridge cultural gaps, improvements is subtitling practices are necessary to enhance media accessibility.