Between global and local: translation and localization in Netflix Turkey’s media paratexts

KIRAN A.

Translation Studies, cilt.16, sa.3, ss.361-378, 2023 (AHCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 16 Sayı: 3
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1080/14781700.2023.2201282
  • Dergi Adı: Translation Studies
  • Derginin Tarandığı İndeksler: Arts and Humanities Citation Index (AHCI), Social Sciences Citation Index (SSCI), Scopus, Linguistics & Language Behavior Abstracts, MLA - Modern Language Association Database
  • Sayfa Sayıları: ss.361-378
  • Anahtar Kelimeler: localization, media, Netflix Turkey, Paratexts, translation
  • Marmara Üniversitesi Adresli: Evet

Özet

This study analyses Netflix Turkey’s media paratexts in which Netflix’s foreign productions and Turkish originals are promoted by the creative use of local elements and/or culture-specific references. It aims to identify the role of translation in these paratexts in promoting both Netflix and its shows such as Stranger Things among others in Turkey. It also discusses the functions of these paratexts in relation to their socio-political contexts of production and the wider debates around regulation and censorship in Turkey. The analysis shows that translation and localization in the selected paratexts serve to make the foreign shows relatable, evoke a sentiment of nostalgia and create a sense of belonging. Further, the paratexts on Netflix Turkish originals highlight the untranslatability and culture-specificity of Turkish expressions to appeal to the viewers’ national pride, which is arguably informed by a populist approach due to the increasing possibility of restrictions on content.