Volume 65, Issue 1
  • ISSN 0521-9744
  • E-ISSN: 1569-9668
Buy:$35.00 + Taxes



Empirical reception research in audiovisual translation (AVT) has long been neglected as most previous studies focused primarily on features of AVT as a product and the producers of AVT, but not on end-users. The importance of these studies is emphasized by the fact that AV content is designed for target audiences. Knowing their preferences, expectations and needs can inform the industry and, thus, increase positive reception, placement and usability of the product. The present contribution aims at answering the question of whether there is a difference in preferences when it comes to translation strategies used for rendering the elements of culture (EC) in two different AVT modalities (subtitling and dubbing) and what could be the underlying reasons for it. For this purpose, we conducted an experiment with 136 participants among the undergraduate students at two universities in Montenegro. Results indicate that end-users have different general preferences and expectations for these modalities. We hypothesize that the observed differences are related to the “vulnerability” of subtitling. Furthermore, fluctuations from the general preference in subtitling have been noted in monocultural ECs in connection with encodedness of the EC in source text humor. This shows that industry’s translation guidelines should be modality-specific and that an over-simplistic approach to the treatment of such a complex issue as rendering culture within certain modalities should be avoided.


Article metrics loading...

Loading full text...

Full text loading...


  1. Antonini, Rachele
    2005 “The Perception of Subtitled Humor in Italy”. International Journal of Humor Research18 (2): 209–225. 10.1515/humr.2005.18.2.209
    https://doi.org/10.1515/humr.2005.18.2.209 [Google Scholar]
  2. Caffrey, Colm
    2009 Relevant Abuse? Investigating the Effects of an Abusive Procedure on the Perception of TV Anime Using Eye-Tracker and Questionnaire. PhD Thesis. Dublin: Dublin City University.
  3. Denton, John; and Debora Ciampi
    2012 “New Development in Audiovisual Translation Studies: Focus on Target Audience Perception”. LEA – Lingue e Letterature d’Oriente e d’Occidente1 (1): 399–422.
    [Google Scholar]
  4. Di Giovanni, Elena
    2016 “Closing the Circle of AVT: Analyzing Audiences, Evaluating Reception”. Nitra: Paper presented atAudiovisual Translation: Dubbing and Subtitling in the Central European Context (June 15–17).
    [Google Scholar]
  5. Diaz Cintas, Jorge; and Aline Remael
    2007Audiovisual Translation: Subtitling. Manchester: St. Jerome.
    [Google Scholar]
  6. Fuentes Luque, Adrian
    2003 “An Empirical Approach to the Reception of AV Translated Humour”. The Translator9 (2): 293–305. 10.1080/13556509.2003.10799158
    https://doi.org/10.1080/13556509.2003.10799158 [Google Scholar]
  7. Gambier, Yves
    2006 “Multimodality and Audiovisual Translation”. Copenhagen: Paper presented atMarie Curie Euroconferences MuTra (May 1–5).
    [Google Scholar]
  8. 2008 “Recent Developments and Challenges in Audiovisual Translation Research”. InBetween Text and Image: Updating Research in Screen Translation, ed. byDelia Chiaro; Christine Heiss; and Chiara Bucaria, 11–13. Amsterdam: John Benjamins. 10.1075/btl.78.03gam
    https://doi.org/10.1075/btl.78.03gam [Google Scholar]
  9. Hlavac, Jim
    2015 “Pre- and post-conflict language designations and language policy: Re-configuration of language norms amongs translators of Bosnian, Croatian and Serbian languages”. Target27 (2): 238–272. 10.1075/target.27.2.04hla
    https://doi.org/10.1075/target.27.2.04hla [Google Scholar]
  10. Kovačić, Irena
    1995 “Reception of Subtitles: The Non-Existent Ideal Viewer”. Translation14 (3–4): 376–383.
    [Google Scholar]
  11. Leppihalme, Rita
    1996 “Caught in the Frame: A Target Culture Viewpoint on Allusive Wordplays”. The Translator2 (2): 199–218. 10.1080/13556509.1996.10798974
    https://doi.org/10.1080/13556509.1996.10798974 [Google Scholar]
  12. McAuley, E. Thomas
    2015 “Audience Attitude and Translation Reception”. Babel61 (2): 219–141. 10.1075/babel.61.2.04mac
    https://doi.org/10.1075/babel.61.2.04mac [Google Scholar]
  13. Orrego-Carmona, David
    2016 “A Reception Study on Non-Professional Subtitling: Do Audiences Notice Any Difference”. Across Languages and Cultures17 (2): 163–181. 10.1556/084.2016.17.2.2
    https://doi.org/10.1556/084.2016.17.2.2 [Google Scholar]
  14. 2014 “Where is the Audience? Testing the Audience Reception of Non-Professional Subtitles”. Translation Research Projects5: 77–92.
    [Google Scholar]
  15. O’Sullivan, Carol
    2016 “Imagined Spectators: The Importance of Policy for Audiovisual Translation Research”. Target28 (2): 261–275. 10.1075/target.28.2.07osu
    https://doi.org/10.1075/target.28.2.07osu [Google Scholar]
  16. Pedersen, Jan
    2011Subtitling Norms for Television: An Exploration Focusing on Extralinguistic Cultural References. Amsterdam: John Benjamins. 10.1075/btl.98
    https://doi.org/10.1075/btl.98 [Google Scholar]
  17. Perego, Elisa
    2016 “History, Development, Challenges, and Opportunities of Empirical Research in Audiovisual Translation”. Across Languages and Cultures17 (2): 155–162. 10.1556/084.2016.17.2.1
    https://doi.org/10.1556/084.2016.17.2.1 [Google Scholar]
  18. Požgaj Hadži, Vesna
    (ed.) 2013Jezik između lingvistike i politike [Language Between Linguistics and Politics]. Belgrade: Biblioteka XX vek.
    [Google Scholar]
  19. Schauffler, Svea
    2012 Investigating Subtitling Strategies for the Translation of Wordplay in Wallace and Gromit – An Audience Reception Study. PhD Thesis. Sheffield: University of Sheffield.
  20. Schutze, Carson T.; and Jon Sprouse
    2013 “Chapter 3: Judgment Data”. InResearch Methods in Linguistics, ed. byRobert J. Podesva; and Devyani Sharma, 27–50. New York: CUP.
    [Google Scholar]
  21. Touminen, Tiina
    2012 The Art of Accidental Reading and Incidental Listening: An Empirical Study of the Viewing of Subtitled Films. PhD Thesis. Tampere: University of Tampere.

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error