Help or hindrance? New Zealand audience perspectives on subtitled media

Abstract

This research presents a picture of audiences’ patterns of engagement with internationally subtitled media in Hamilton, New Zealand. Utilising an audience reception framework to investigate audiences’ interactions with, and evaluations of subtitled media, this research unites the disciplines of Audio Visual Translation and Screen and Media Studies in a specific locale, with an emphasis on the reception of audio visual translated media. Findings in this research also provide a discussion of the wider contexts of audience reception in New Zealand, by investigating local subtitled media in relation to media accessibility processes found in the distinctive cultural landscape of New Zealand. Ultimately, this research finds the situation in New Zealand regarding audiences and the reception of both local English and Māori language media, as well as international subtitled media, exhibits complex polarisations in both the local translation industry production and audience attitudes towards bilingual media. In contrast to this, is the proliferation of international media with subtitles, which is appreciated by Hamilton residents since it provides diverse, accessible, and enjoyable content through a variety of media platforms.