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Date:
October 29, 2021

Squid Game: How Culture Impacts Viewer Experiences

We generally don't write about specific shows unless something really goes wrong on the culture and localization side of things and highlights problems content creators may face when preparing for international release. Netflix's latest global hit, the South Korean title "Squid Game," falls squarely into this category for three reasons. First, it demonstrates the impact social media has on the public perception of a title. Second, it highlights how translations can tell a very different story in subs and dubs than in the native language. Finally, it points out how complex the localization process is and the sacrifices that are sometimes made to get a title released.

No one is shocked these days when social media "influencers" light the internet on fire with criticism. What surprises people is how soon it comes and from which direction. "Squid Game" was released on Sept. 17 2021, and within days people fluent in native Korean started posting about translation and cultural issues . One of the first to gain significant attention was a TikTok post by Youngmi Mayer , in which she describes the problems she found in the film's English closed captions in episode 6, "Gganbu." So far, Mayer's video has been watched 2.9 million times.

Mayer's concerns have been challenged as unfair because she watched the English Closed Captions instead of the English subtitles, which tend to be closer to the script. Closed captions are based upon the audio dub, which can be reduced or altered to match the character's lip movements. Here are two examples using Mayer's original post as the source.

Mayer Korean dialogue (:30): "What are you looking at?"

English Closed Caption translation: "Go Away!"

English subtitle: "What are you looking at?"

English audio dub: "Go away!"

Here's another example:

Mayer Korean dialogue (6:00): "I'm very smart, I just never got the chance to study."

English Closed Caption translation: "I'm not a genius, but I still got it work out. Huh?"

English subtitle: "I never bothered to study, but I'm insanely savvy."

English audio dub: "I'm not a genius, but I've still got it where it counts!"

There are both consistencies and inconsistencies across translations, and it's easy to see how a non-native speaker could experience a storyline that has deviated from the original depending upon whether they use subtitles, closed captions, dubbed audio, or a combination of any two. The differences in the second example could be due to carelessness or mishearing what is being said. "Work out" sort of sounds like "where it counts" if you say it fast enough. But if someone doesn't have the English audio dub playing while they watch the film, how would they know the difference? The reality is they wouldn't know, which could lead to the kind of confusion or misinterpretation Mayer and others discuss.

The extent to which this happens varies across titles. In the case of "Squid Game," some people believe it has impacted the story significantly; and from these two examples, we can see why. But the general public won't understand the process for creating subs and dubs and how they can contribute to inconsistencies or the appearance thereof.

The woman who voiced the character Han Mi-Nyeo, Stephanie Komure, responded on Twitter , stating, "I'm the dub actress for Mi-Neyo, so I was in the studio when this changed. She was tough to dub because her expressions/mouth movements are so huge & up close, & things had to change to fit flaps. It's a balancing act." Ms. Komure indirectly refers to the linguistic, cultural, and visual issues encountered during localization. Linguistic in that some words and phrases are conveyed with fewer words than in other languages. Cultural in that is making sure the context is represented in words spoken and visual because the objective is to have the spoken words match as close as possible, as Komure mentions, to the movement of the actor's mouth. It is a "balancing act," and there are bound to be misunderstandings.

The immense number of TikTok views alone has raised public awareness of the importance and significance of localization. This likely means there will be a race with future foreign-language titles to identify similar problems, throw shade on the platform, and earn millions of views. Content companies should expect this to happen from now on. Awareness of a problem is the best way to begin working on ways to solve it.

Quality control for subs and dubs has always depended on the company and the budget. If anything forces content companies to eliminate these differences, it will be to insist upon better coordination and consistency between actual dialogue, subs, dubs and closed captions. No content company wants these types of problems to occur. They want all localizations to be consistent with the dialogue; but as "Squid Game" shows, it's easier said than done.

Related Insights

The Future of Advertising: Why Cultural Intelligence Matters More Than Ever

In today's borderless media landscape, where streaming platforms deliver films and TV shows to over 200 countries instantly, advertisers face a critical challenge: ensuring their ads resonate with diverse audiences while maintaining cultural sensitivity and brand safety. Traditional advertising approaches, relying on demographics, basic localization, and keyword filtering, often fall short. These methods fail to capture the emotional and cultural nuances of different markets, leading to misplaced ads that miss the mark.

To navigate these challenges, brands must go beyond surface-level strategies and adopt a deeper understanding of how content resonates emotionally and culturally across markets. This is where innovative approaches come into play, offering a way to not just reach global audiences, but truly connect with them on a profound, culturally aligned level.

Emotional Arbitrage: The Key to Better Ad Targeting

A groundbreaking approach called "emotional arbitrage" is revolutionizing how brands connect with global audiences. This strategy identifies moments of cultural tension and resolution within content, enabling advertisers to strategically place their messages for maximum impact.

When viewers encounter cultural dissonance—a scene that challenges their deeply ingrained values—they unconsciously seek resolution. Research indicates that brands offering this resolution through culturally aligned messaging achieve significantly higher engagement, recall, and positive sentiment.

Consider a scene in a TV show where a young woman defies her family's expectations by pursuing a career in the arts. In some cultures, where familial respect and tradition are paramount, an ad for an educational institution that helps young people find their passions might be appropriate. Conversely, in cultures prioritizing individual expression and self-discovery, an ad for a bank that helped a young woman open a clothing store featuring her designs could resonate more effectively.

By strategically placing ads that align with cultural expectations, brands can forge deeper emotional connections with viewers, ensuring their message is not just seen, but genuinely felt.

AI-Driven Solutions: The Next Frontier of Cultural Intelligence

Imagine a technology that can analyze video content, not just for keywords or demographics, but for the subtle nuances of cultural and emotional context. This technology could identify moments of tension, humor, sadness, or joy, and pinpoint exactly where an ad would resonate most effectively with a specific audience. Such AI-driven solutions are transforming the advertising landscape, empowering brands to tailor their messages with unprecedented precision and cultural sensitivity.

How AI-Powered Advertising Enhances Performance

By leveraging AI for cultural intelligence, brands can achieve:

  • Strategic Ad Placement: Ads are placed at moments when viewers are emotionally primed to engage, increasing effectiveness.
  • Brand Safety Assurance: Prevents ad placement in content that could be misaligned with brand values or culturally sensitive.
  • Higher Engagement & Recall: Ads become part of the storytelling experience, reinforcing brand messages rather than disrupting them.
  • Scalability Across Global Markets: AI-driven insights allow brands to optimize campaigns for diverse cultural contexts without manual intervention.
The Future of Culturally Intelligent Advertising

As digital content continues to transcend borders, understanding how different cultures react to media is no longer optional—it's essential. Advertisers that embrace cultural intelligence and leverage AI-powered solutions will not only protect their brand integrity but also forge stronger, more meaningful connections with global audiences.

In a world where content is universal but cultural experiences are unique, the brands that adapt will be the brands that thrive. The future of culturally intelligent advertising starts now. Click here to learn how SpherexAI can elevate your advertising strategy.

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Spherex Classification Tool Now Approved for Home Entertainment Content in Australia

The Albanese Government has updated the Spherex Classification Tool approval to include ratings for theatrical releases, home entertainment, and streaming content in Australia. Spherex was previously approved to classify online films.

The update underscores the Australian Classification Board’s confidence in Spherex as a tool to help Australian viewers make informed choices about the content they consume. This means Australians can now access a range of new films sooner than they might across all formats and windows.

Spherex has a longstanding relationship with the Australian Classification Board. Since 2020, Spherex has collaborated closely with the Australian Government to ensure its technology reliably generates classification decisions that meet Australian standards and viewers' expectations.

As the world’s only commercial provider of local age ratings, Spherex has successfully produced classification decisions for high volumes of online content in over 100 countries. Since 2018, Spherex has issued over one million age ratings for digital content, including films, TV shows, and trailers, distributed by its clients worldwide.

Spherex customers, including Umbrella Entertainment, Madman Entertainment, and Sugoi Co., rely on its AI-based platform to obtain local age ratings in Australia and significantly improve efficiency, cost reduction, and market reach.

Discover how Spherex's cutting-edge AI-based platform can streamline your content classification process and enhance your market reach while reducing costs.

Visit spherex.com today and see how we can support your content distribution needs.

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Spherex Featured in the DPP's IBC 2024: Demand versus Supply Report

Spherex was featured in the DPP’s IBC 2024: Demand versus Supply Report, a comprehensive look at how the M&E industry is meeting key customer demands. The report focuses on the topics of empowering creators, understanding audiences, engaging users, and innovating the newsroom. It also highlights many of the technical innovations seen at the recent IBC Show.

An article by Spherex’s CEO Teresa Phillips titled "Navigating Cultural Resonance in Global Media: The Art and Science of Culture Mixing" was featured in the report, exploring how Spherex is pioneering the future of culturally informed content.

Teresa shares how cultural mixing has become a critical strategy for creating content that appeals to diverse audiences in today's global media landscape. This phenomenon involves blending elements from different cultures to craft films and television shows that resonate globally while adhering to local regulations.

However, the process of culture mixing is fraught with risks. Superficial or stereotypical representations can lead to accusations of cultural appropriation or insensitivity, alienating audiences and damaging a company's reputation. For example, imposing Western concepts on Eastern content without proper context can feel inauthentic and jarring to local viewers. These missteps highlight the need for a nuanced understanding of cultural elements to ensure that content is respectful and engaging.

To address these challenges, M&E companies are increasingly turning to data-driven solutions. Platforms like SpherexAI utilize artificial intelligence to analyze visual, audio, and textual elements, providing insights into how well content aligns with cultural and regulatory standards across over 200 countries and territories. This approach helps media companies understand the "cultural distance" between a title's origin and its target market, enabling them to make informed decisions about global distribution.

By leveraging these advanced tools, M&E companies can go beyond traditional content localization. They can create media that actively engages and resonates with diverse audiences. As the industry continues to evolve, those companies that embrace culturally informed, data-driven approaches will be better positioned to succeed, fostering cross-cultural understanding and trust while delivering globally appealing content.

Download the report here.

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