The Squid Games – one of the most successful shows in Netflix history. The No.1 most-watched in 90 countries & EVERYONE is talking about it… but not necessarily for the right reasons!
https://www.bbc.co.uk/news/world-asia-58787264
Yes, it’s a brilliant show but translation errors across the programme’s captions have resulted in quite a bit of negative publicity. This is a perfect example of why translation and transcreation is so important, one wrong word can convey a completely different message.
The transcreation process puts priority on the desired the tone of the message, ensuring that the intent behind what is being said stays intact. Translation sticks purely to directly substituting the words being used.
In Netflix’s case, closed captions was where the issues arose. Closed captions are designed for the hard of hearing and are different to subtitles in that they include audio descriptions and sound effects, and are often auto generated. The auto-generation of closed captions uses basic word translation which can often lead to the tone of sentence being lost.
At Jam we believe that everyone’s viewing experience should be experienced in the same way, whether hard of hearing or not. We combine technology and human touch when creating subtitles & closed captions to ensure the original idea and messages are carried through in every subtitle.
If you feel like your closed captioning could do with a bit of a refresh, you know where to find us. 👋
