Inside the Dying Art of Subtitling

The wildly popular series Squid Game drew criticism for its English subtitles. Just how did those happen? CNET News: Subtitlers contend with unrealistic expectations, tight deadlines and competition from clunky machine translation. Often, their work goes underappreciated, under the radar. Sometimes Uludag would be sent a file to translate at 11 p.m. -- 'and they would say we need it by 8 a.m.' Without skilled subtitlers, movies such as historic Oscar winner Parasite are lost in translation. Yet the art of subtitling is on the decline, all but doomed in an entertainment industry tempted by cheaper emerging artificial intelligence technologies. Subtitlers have become a dying breed.

And this had been the predicament before the world started watching a little show called Squid Game. In 28 days, Squid Game leapfrogged Bridgerton as Netflix's most popular series ever. It also inadvertently started a global conversation about bad subtitles. While critics lauded the South Korean battle royale-themed drama for its polished production values, gripping story and memorable characters, many accused Netflix of skimping on the quality of Squid Game's English subtitles.

A prime example: Ali, the Pakistani laborer, shares a touching moment with Sang Woo, an embezzler who graduated from Korea's top university. Sang Woo suggests Ali call him hyung, instead of sajang-nim or 'Mr. Company President.' The term hyung literally translates as 'older brother,' a term used by a man to address an older man with whom he has formed a closer bond. That's Ali and Sang Woo. Yet, the line 'Call me hyung' was translated as 'Call me Sang Woo.' A rare moment of compassion and humanity, amid all the gloom and gore, was lost.

Yet Netflix, which abandoned its in-house subtitling program Hermes one year after its launch in 2017, is interested in a different area of translation: dubbing. It's not hard to see why. For example, 72% of Netflix's American viewers said they prefer dubs when watching Spanish hit Money Heist, Netflix's third most popular show ever. Unfairly criticized, underfunded and facing a lack of support from the entertainment industry, subtitlers are on the brink. At least the Squid Game controversy illuminated an unsung fact: Good subtitles are an exceptionally difficult art.

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