In Defence of Subtitling as a Profession

1. In Defence of Subtitling as a Profession Claus Stenhøj Freelance Subtitler

2. Bachelor in English - University of Copenhagen • Academy Profession Degree in Business Economics • Key Account Manager – Technical Sales 12 years • Freelance Subtitler / Translator 15 years • On the Board of Danish Subtitlers’ Union 12 years • Translating from English, German, Swedish

3. 1. Subtitling from scratch – High quality, more reflection, more inspiring work, fewer linguistically transferred flaws

4. 1. Subtitling from scratch – High quality, more reflection, more inspiring work, fewer linguistically transferred flaws 2. Template subtitling – Quality varies, less inspiring work, more linguistically transferred flaws (two SL’s at once)

5. 1. Subtitling from scratch – High quality, more reflection, more inspiring work, fewer linguistically transferred flaws 2. Template subtitling – Quality varies, less inspiring, more linguistically transferred flaws (two SL’s at once) 3. EMT or SDH templates – Low quality, uninspiring work, translation flawed (less reflection), usually low rates

6. 1. Subtitling from scratch – High quality, more reflection, more inspiring work, fewer linguistically transferred flaws 2. Template subtitling – Quality varies, less inspiring, more linguistically transferred flaws (two SL’s at once) 3. EMT or SDH templates – Low quality, uninspiring work, translation flawed (less reflection), usually low rates 4. MT + post-editing – Bottom quality, uninspiring work, many flaws (much goes unnoticed), rock bottom rates

7. 1. Subtitling from scratch – High quality, more reflection, more inspiring work, fewer linguistically transferred flaws 2. Template subtitling – Quality varies, lower rates, more linguistically transferred flaws (two SL’s at once) 3. EMT or SDH templates – Low quality, uninspiring work, translation flawed (less reflection), usually low rates 4. MT + post-editing – Bottom quality, uninspiring work, many flaws (much goes unnoticed), rock bottom rates 5. + = kwaliti?

8. Riita Jääskaläinen, Professor in English, University of Joensuu, Finland • "The idea of translation as an automated process, wherethe result is only a linguistic bi-product, is just nonsense." • "It turns out that good translators are characterized by constantly being aware of their own choices and constantly having to address different problems to be able to communicate the meaning into text in the best way." • "Good translations also demand knowledge of both culture and context and a firm grasp of who the reader is and what is important for the reader."

9. Riitta Jääskaläinen, Professor in English, University of Joensuu, Finland • "The idea of translation as an automated process, wherethe result is only a linguistic bi-product, is just nonsense." • "It turns out that good translators are characterized by constantly being aware of their own choices and constantly having to address different problems to be able to communicate the meaning into text in the best way." • "Good translations also demand knowledge of both culture and context and a firm grasp of who the reader is and what is important for the reader." • "Translators with low competence reflect relatively little over their own translations and have relatively little self-criticism." • "Translators with a higher competence level which again is close related with the level of education, reflect much more over their own choices in the translation process and are far more critical with their own translations." • "This again leads to better translations."

10. Salary Comparison

11. Quality! kwaliti?

12. Quality! kwaliti?

13. Quality! kwaliti?

14. Quality! kwaliti?

15. 1 If I could play God

16. The 10 Commandments of Subtitling 1. A high level education or training -> authorization A quality stamp for companies -> competition asset

17. The 10 Commandments of Subtitling 1. A high level education or training -> authorizationA quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover

18. The 10 Commandments of Subtitling 1. A high level education or training -> authorizationA quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients

19. The 10 Commandments of Subtitling 1. A high level education or training -> authorizationA quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience

20. The 10 Commandments of Subtitling 1. A high level education or training -> authorizationA quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed of all viewers

21. The 10 Commandments of Subtitling 1. A high level education or training -> authorizationA quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed of all viewers 6. Studies of the effect of subtitles on viewers’ language skills

22. The 10 Commandments of Subtitling 1. A high level education or training -> authorization.A quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed of all viewers 6. Studies of the effect of subtitles on viewers’ language skills 7. Acknowledgement of local subtitling standards

23. The 10 Commandments of Subtitling 1. A high level education or training -> authorization.A quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed and studies of the effect of subtitles on viewers’ language skills. 6. Studies of the effect of subtitles on viewers’ language skills 7. Acknowledgement of local subtitling standards 8. New technology development involving professional subtitlers

24. The 10 Commandments of Subtitling 1. A high level education or training -> authorization.A quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed and studies of the effect of subtitles on viewers’ language skills. 6. Studies of the effect of subtitles on viewers’ language skills 7. Acknowledgement of local subtitling standards 8. New technology development involving professional subtitlers 9. Linguistic studies of the quality of machine translation

25. The 10 Commandments of Subtitling 1. A high level education or training -> authorization.A quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed and studies of the effect of subtitles on viewers’ language skills. 6. Studies of the effect of subtitles on viewers’ language skills 7. Acknowledgement of local subtitling standards 8. New technology development involving professional subtitlers 9. Linguistic studies of the quality of machine translation 10. To obtain and maintain broadcasting licenses broadcasters must adhere to specific subtitling standards regarding quality, reading speed, and local subtitling standards

26. The 10 Commandments of Subtitling 1. A high level education or training -> authorization.A quality stamp for companies -> competition asset 2. Closer cooperation between subtitling companies and freelance subtitlers -> quality as important as turnover 3. Attract good subtitlers by securing reasonable ratesand taking a firm stand when negotiating with end clients 4. Make end clients aware that quality subtitling demands experienced subtitlers and that quality costs a bit more, but greatly enhances the viewer experience 5. Studies of reading speed and studies of the effect of subtitles on viewers’ language skills. 6. Studies of the effect of subtitles on viewers’ language skills 7. Acknowledgement of local subtitling standards 8. New technology development involving professional subtitlers 9. Linguistic studies of the quality of machine translation 10. To obtain and maintain broadcasting licenses broadcasters must adhere to specific subtitling standards regarding quality, reading speed, and local subtitling standards

27. THANK YOUFOR LISTENING Claus Stenhøj, stenhoj@adslhome.dk