c. Subtitling Strategies
One prominent scholar in the media translation field who has proposed corresponding subtitle translation strategies is Henrik Gottlieb. Gottlieb in Ghaemi
and Benyamin, 2010: 42 offers the strategies used in subtitling as follows. 1
Expansion Expansion is used when the original requires an explanation because of some
cultural nuance is not retrievable in the target text. It adds an explanation in the target text because some cultural references from source text do not exist in the target text.
2 Transfer
Transfer refers to the strategy of translating the source text completely and accurately. There is no added explanation or modifying of view, because the subtitler
translates the dialogue by literal word. In addition, the usage of this strategy also maintains the structure of the original text.
3 Paraphrase
Paraphrase is used when the subtitler does not use the same syntactical rules in the dialogue. In other words, the subtitler changes the structures of the subtitle and
makes it easier to understand and readable by the audience. 4
Imitation Imitation is re-writing the word the original text. Imitation is usually used to
deal with the name of person, place, names of magazine, journals, newspapers, the titles of literary works, name of company and institutions, addresses, etc.
5 Condensation
Condensation is making the text brief to avoid unnecessary utterance by using the shorter utterance, but it does not lose the message. Sometimes pragmatic effect
can be lost by using condensation strategy. Therefore, the real aim of the text must be conveyed.
6 Decimation
Decimation is used when the actors are quarrelling with the fast speaking. So, the translator is also condensing the utterances because they have difficulty absorbing
unstructured written text quickly. 7
Transcription Transcription is used in those cases where a term is unusual even in the source
text; for example, the use of a third language, or nonsense language. It is employed when facing irregular speech, such as non-standard speech, dialect or pronunciation
with a specific emphasis on a syllable, and unusual speech even in the source text. The subtitler attempts to convey an acceptable rendering of the source text-contents
in the target text. 8
Dislocation Dislocation is adopted when the original employs some sort of special effect;
for example, a silly song in cartoon film, where the translation of the effect is more important than the content. It produces a different expression in the target text that
adjusts the contents of the source text so that it conforms to the target text-language. It is used in connection with song texts and metaphorical phenomena.
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