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Movies, videos, and audio content that are translated into different languages spark a connection by creating a shared experience, which allows people to relate through entertainment. The branch of translation that focuses on this area is called multimedia translation.

Also known as audiovisual translation, the practice of multimedia translation is seen in services like subtitling, dubbing, voiceovers, and more. Read on to learn about the importance of multimedia translation and how it plays such a major role in society today.

What Is Audiovisual Translation?

Audiovisual translation is the act of translating verbal and textual information to the language preferred by the watcher or listener. A translation can include adding:

• Subtitles – Overlain text that represents what is being said on screen 
• Voice-overs – Recordings of a voice narrating over a film for the audience’s benefit
• Dubbing – Creating new voice tracks that are embedded into a film that are matched to actors’ performances

In an example of these usages, Netflix supplies its services to over 190 countries and offers different language preferences to improve user experience. Any user can switch the language of the show or film they’re watching from English to around five to seven different languages.

If you wanted to listen to a show in Spanish, for instance, changing the audio preferences will provide a dub for any dialog or voice-over narration. Under the language preferences section, meanwhile, users can also specify a language for their subtitles if they desire to still hear any dialog in its original language.

These options encourage users to watch their favorite shows in their preferred language and contribute to the worldwide demand for Netflix. You can see, then, why audiovisual translation has become so popular in the entertainment industry, as it opens up a significantly larger customer base.

Any business producing a movie, show, or any kind of video product will also want to engage in multimedia localization to get the most out of their content. Essentially, when producing a translated video or movie, any part translated should be localized to the user's language, taking into account cultural nuances. This can include text on the screen, subtitles, voiceovers, images, and more.

Multimedia localization takes an extra step beyond translating and ensures that the audiovisual translation is relevant to a specific person's culture. There are various ways to implement multimedia localization in production, but it’s an important piece in creating a film for users who may speak a different language.

Why Is Multimedia Translation Needed?

Multimedia translation is a key part of the entertainment industry and has become increasingly popular as movies and shows have become more accessible worldwide.

Implementing effective audiovisual translations will make the user feel more connected to what they are watching. This enhances user experience with the production as a whole and is a key aspect for businesses who are trying to expand their customer base to countries that have different language needs.

This process is also beginning to be seen in companies’ marketing strategies on social media that use video content or podcasts to reach their audiences. If a business is tapping into markets in different countries, ads being run online will need to be translated to connect with the local audience.

Social media is an easy way to gain exposure and build brand awareness, so businesses that translate their content on social media can attract new customers and expand their services to different countries.

It’s clear that multimedia translation is a necessity for businesses in the entertainment industry and is starting to be seen through social media and other online platforms, increasing the need for skilled translators.

Hone Your Multimedia Translation Skills Through Our M.A. in Translation Program

When creating multimedia localizations, it’s important for businesses to have a translator who not only knows how to translate materials into a different language, but also understands cultural nuances, slang, and other important contexts. This is vital because if a user watches content in a different language and comes across a cultural barrier, or, more troublingly, something offensive, it could create a dislike toward the content and the business.

At Kent State, we offer an M.A. in Translation degree to prepare students to become skilled translators and global citizens through multilingual communication, helping them to gain a deep understanding of diverse cultures. Within our program, we offer the following for our students: 

Apply to Kent State Today

Looking to get started with your M.A. in Translation degree? Apply today and start developing the skills you need to become a translator.