Abstract
Despite numerous technological advancements in modern media and translation, the fundamental norms in subtitling have remained largely unchanged. Subtitles are still constrained by outdated teletext-era format limitations despite the advances in technology which have the capacity for less constrained subtitles. This dissertation focuses on the relevance of current subtitling constraints in a world where customisation is possible. In so doing, it aims to challenge the existing spatial and temporal constraints imposed by older technologies. Curiously, in an ever-evolving digital landscape, little to no research has been conducted on the persistence of these static and often outmoded limitations. Fewer studies have examined the extent of customisation in user-driven subtitle configurations, particularly so in the case of younger subtitle users, mobile device subtitle viewing experiences and non-impaired use cases for subtitles. However, user-centred and user-driven subtitle customisation would, at its core, be a more inclusive and flexible approach to subtitling which has the potential to reshape traditional subtitling guidelines and is an avenue of research worth exploring.
This study aims to address these gaps by exploring subtitle customisation among younger subtitle users on smartphones, offering a new perspective on subtitle creation and the future of subtitler training. It investigates the subtitle customisation preferences and usage patterns of students at the University of Johannesburg. The aim of this study is to investigate how customisable subtitles are used by end-users, as well as to determine the implications of user preferences on: (1) the standards that guide subtitlers’ work, (2) the training of future subtitlers and (3) the way in which we evaluate, translate and create subtitles.
Qualitative research methods, specifically questionnaires and interviews, were used to collect data from students at the University of Johannesburg within the department of Languages, Cultural Studies and Applied Linguistics (LanCSAL) about their experiences with subtitles. An intervention setup was also used in this study. The results from this study indicate that participants have varied subtitle customisation preferences. Additionally, all participants would continue to customise their subtitles when watching content in the future and now expect customisation from other platforms. The most popular settings that
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participants customised in terms of the aesthetic presentation of subtitles were font style, font colour, font size, font outline and background box. Overall, many of the participants’ aesthetic choices aligned with the existing style guidelines for standardised subtitles.
Participants' translation preferences varied significantly. The results indicated that their preferences are Skopos-dependent. This means that user preferences depend on the purpose for which they will use the subtitles. This study has also indicated that one type of standardised presentation and translation might not be appropriate for all viewers.
The findings of this study are important because they challenge some of the long-standing conventions for subtitle presentation and translation. Furthermore, the data from this study reveals that standardised approaches alone may no longer meet the diverse needs of modern viewers. By highlighting the impact of subtitle customisation on legibility and user engagement, this research opens the door for more user-centred research on subtitling. The implications are significant for subtitle creators and translators, as they could have the opportunity to use more words where necessary, experiment with visual and linguistic elements, and move beyond rigid guidelines to create subtitles tailored to specific user needs and contexts. This shift could improve viewer experience across different platforms and content types, paving the way for more inclusive and accessible audiovisual material.