Dubbing of English animated series into Arabic on Shahid and Netflix: an analysis based on the politeness theory
Authors: Alsuhaim Dana 
Published: July 2024

PurposeDrawing on the politeness theory, this study explored the dubbing of English children's cartoons into Modern Standard Arabic, focusing on negative face speech acts such as compliments, suggestions, rejections, and suggestions in rejections.Design/methodology/approachThrough quantitative and qualitative comparative analyses, this study investigated the influence of cultural differences on the selection of dubbing strategies, analyzed the politeness strategies employed in dubbing, and examined the maintenance of pragmatic equivalence in translated speech acts. Data were collected from the cartoon series “The Loud House” from popular digital platforms Shahid and Netflix, chosen for their regional (the Arab world) and global popularity, respectively.FindingsThe findings revealed shifts and adaptations in the dubbing process influenced by linguistic and cultural factors, particularly emphasizing social norms and power dynamics (e.g. respect for elders) prevalent in the Arab culture. Translators strategically employed politeness strategies, such as off-record and bald on-record strategies, to ensure cultural appropriateness and maintain the integrity of familial relationships depicted in the content. The comparative analysis of translators' approaches on Shahid and Netflix platforms highlights significant differences in the translation of negative face-threatening act scenarios. Netflix shows a tendency to adjust politeness pragmatic levels to better suit the preferences of the target audience, indicating a proactive effort to enhance viewer engagement through effective translation strategies. In contrast, Shahid adopts a more conservative approach, maintaining a consistent politeness level in its translations, which aligns closely with cultural norms and expectations. This comparative analysis underscores the divergent translation strategies employed by the two platforms, with Netflix prioritizing adaptation to audience preferences and Shahid favoring preservation of established politeness levels. The cultural social factors that influenced the translation and adaptation of face threatening acts can be grasped by considering elements such as social distance, power dynamics, and relative imposition. In Arabic culture, these factors play a crucial role in determining the social dynamics and interactions between individuals. The observed patterns of shifts and adaptations in the translation of face threatening acts on Shahid and Netflix reflect the nature of stratified Arabic societies where communal relationships are defined by factors like family ties, elder-younger dynamics, and friendships. These cultural factors shape the social norms and expectations surrounding face threatening acts, which, in turn, influence the translation choices made on these platforms.Research limitations/implicationsThe study has several limitations that need acknowledgment. Firstly, the sample size was limited, focusing on the dubbing of only two versions of an animated series and four seasons, comparing translations across two platforms. Additionally, there were challenges related to the accessibility and availability of data, with limited information about the translators involved in the dubbing process. Furthermore, the study's focus on specific types of translations may have overlooked other important factors influencing translation practices. Lastly, regional variations in translation practices within the Arab world were not considered. Despite these limitations, the study provides valuable insights into translation practices in animated series on Shahid and Netflix platforms, highlighting the need for future research to address these limitations and provide a more comprehensive understanding of translation practices in the Arab world.Practical implicationsThe findings of this study have significant practical implications for a wide range of stakeholders, including translators, educators, textbook writers, and even non-specialists. For translators, especially those working in the field of audiovisual translation, understanding the nuances of politeness strategies and their application in different cultural contexts is essential. The findings suggest that translators should be sensitive to cultural and social factors when translating negative face-threatening act scenarios in cartoons. By making strategic decisions to adapt translations to align with audience preferences while still preserving cultural appropriateness, translators can enhance viewer engagement and ensure that the translated content resonates effectively with the target audience. Educators and textbook writers can also benefit from these findings by incorporating insights into politeness theory and cross-cultural communication into their curriculum and materials. By teaching students about the importance of politeness strategies in translation and providing them with practical examples and exercises, educators can help prepare the next generation of translators to navigate complex linguistic and cultural challenges in their work. Additionally, non-specialists, such as viewers of translated content, can gain a better understanding of the intricacies involved in translation and the impact of cultural factors on communication. By being aware of these issues, non-specialists can become more discerning consumers of translated media and appreciate the skill and artistry involved in the translation process.Originality/valueThis study underscores the cultural competence and sensitivity of Arab translators in navigating linguistic and social dynamics, contributing to the creation of culturally resonant and entertaining content for young Arabic-speaking audiences.