Enhancing Maltese translation company practices : an investigation into the integration of subtitling workflows

Abstract

With the rapid expansion of over-the-top (OTT) platforms and social media, the field of audiovisual translation (AVT) has encountered an increasing need for subtitled content. This demand resulted in Language Service Providers (LSPs) and media localisation companies adapting their subtitling workflows to meet tighter turnaround times and to cater to language combinations that they have never worked with before. Local LSPs in Malta, however, were not affected by this phenomenon due to the limited perceived need for subtitled content in Maltese. Subtitling is still a primitive AVT mode in the local scenario, and while some local LSPs already do handle subtitling projects, their practices may not yet align with industry standards. To increase the awareness of subtitling in the local scenario and encourage locally based LSPs to expand their business for this service, this research study aims to identify recurrent subtitling practices adopted by foreign media localisation companies and examine how local LSPs align with these norms. Based on the identified gaps, this study also aims to suggest ways in which these workflows can be adapted to fit the current needs of these companies by proposing an alternative step-by-step, cost effective subtitling workflow. To do so, this study adopts a qualitative thematic methodology by conducting semi-structured online interviews with three locally based LSPs and three foreign media localisation companies based in different territories. The data revealed several recurrent processes that are applied across foreign media localisation companies. It also revealed that local LSPs frequently treat subtitling as an extension of the technical translations that they primarily take up, relying on Computer-Assisted Translation (CAT) tools that may not account for the specific technical constraints of subtitles. To be able to expand their businesses, this dissertation proposes a “hybrid” subtitling workflow that suggests the use of both CAT tools and temporary specialised software licenses to ensure high quality deliverables. By filling this research gap in localisation project management in Malta, this study provides a framework for local LSPs to scale their services. However, the suggested workflows may also be feasible for small LSPs abroad, who encounter similar challenges as those that are based locally.