Communication and interactions in cloud platform subtitling

Irene Artegiani

doi:10.5565/rev/tradumatica.282

Abstract

This article explores recent developments in freelance subtitling work within the audio-visual translation (AVT) industry. During the 2010s, many LSPs operating globally moved their provision of paid, professional subtitling services to cloud platforms, and I argue that such platforms, while capable of generating collaborative environments, enact information patterns which weaken the communicative and collaborative aspects of production processes, while running the risk of compromising the quality of the subtitlers’ position.

Highlights

In recent decades, creative jobs like translation and audio-visual translation (AVT) have undergone processes of massification and commoditisation, not so different from those which characterised factory productions a century ago
Such dynamics have been recognised in the translation industry too, where tendencies towards this so-called Digital Taylorism include the standardisation of jobs to define quality and performance indicators, and the use of technology as functional to translation jobs, and crucial to control the means of production and apply varying levels of monitoring (Moorkens, 2020)
I argue that the design of professional AVT cloud platforms actively discourages communication, negotiation and interaction, impeding real collaboration and trustbuilding amongst the different parties involved

Summary

Introduction

Creative jobs like translation and audio-visual translation (AVT) have undergone processes of massification and commoditisation, not so different from those which characterised factory productions a century ago Such processes are aimed at identifying and maintaining both productivity and quality levels across mass productions, and in order to do this, jobs have to be broken down and redefined into smaller, standardised units. Tasks can be reconfigured as companies deem appropriate, and performance indicators can be applied to each unit of work, facilitating the introduction and deployment of quality control procedures (Huws, 2014) Such dynamics have been recognised in the translation industry too, where tendencies towards this so-called Digital Taylorism include the standardisation of jobs to define quality and performance indicators, and the use of technology as functional to translation jobs, and crucial to control the means of production and apply varying levels of monitoring (Moorkens, 2020). This article contends that paid subtitling practices on cloud platforms are a direct representation of Digital Taylorism, and that the interactions currently available on platforms can generate unsustainable work systems in that they affect the subtitlers’ position negatively, primarily as far as communication and trust-building are concerned

Cloud platforms and production networks

Study outline

Study results

Implications of cloud subtitling communication patterns

Conclusion