Localization of Digital Paratexts: Examining Paratextual Shifts in Netflix Originals

Abstract

Translation Studies scholars have extensively examined paratexts of translated materials, including titles, translator’s notes, blurbs, and covers, across traditional formats such as books, DVDs, and television broadcasts. While these studies are significant for the field of Translation Studies, there is limited research on the use of paratexts in internet-based video streaming services. Streaming services are relatively new to the global scene, and their translation practices are understudied, with studies on their digital paratextual material being almost non-existent. In an attempt to respond to calls for further exploration of such new paratextual manifestations, this research investigated the shifts made to the paratextual material of Netflix Originals for the Saudi Arabian market. Using a descriptive approach to identify patterns of shifts, a corpus of 120 original titles, consisting of thumbnails and metadata, was compiled and analyzed. The findings reveal minimal localization in the thumbnails, while metadata show some shifts in the form of omission and addition, some of which pertain to culturally sensitive topics. To shed light on the decision-making behind the observed changes, the second part of this dissertation attempted to answer how and why these decisions are made through a close analysis of Netflix guidelines available on their platform as well as through interviews and surveys with localization professionals that currently work on translating Netflix Originals into Arabic. The aim of the analysis and interviews is to shed some light on how Netflix, as an international streaming service, engages with controversial or taboo topics in Saudi Arabia, whether they conflict with official regulations or cultural and religious norms.