Danmaku subtitling: An exploratory study of a new grassroots translation practice on Chinese video-sharing websites

Yuhong Yang

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Translation Studies and Practices English Language Learning and Teaching Subtitles and Audiovisual Media

Abstract

This article presents a new form of grassroots online collaborative translation, danmaku subtitling, which is increasingly gaining momentum on Chinese video-sharing websites. Danmaku subtitling refers to scenarios where enthusiastic online viewers contribute amateur translations to untranslated foreign-language videos in the form of “live” comments overlaid on the screen. Using Bilibili.com as the site of study, this article attempts to depict a fuller image of the translation phenomenon that facilitates knowledge sharing and embodies technology-enabled, amateur-led linguistic collaboration emerging from a (subcultural) online community. This study proceeds from a pilot study that substantiated the presence of danmaku translations in untranslated English videos, and then carries out a case study of a BBC documentary series in order to reveal the basic characteristics of danmaku subtitling and consider viewer interactions triggered by danmaku subtitles in the broader social practice of participatory viewing.

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References

2006Fansubs: Audiovisual Translation in an Amateur Environment 2015Evolution of User-generated Translation 2011Participatory media fandom: A case study of anime fansubbing 2007FANSUBBING ANIME: INSIGHTS INTO THE ‘BUTTERFLY EFFECT’ OF GLOBALISATION ON AUDIOVISUAL TRANSLATION 2012Analyzing the Crowdsourcing Model and Its Impact on Public Perceptions of Translation 2012Fansub Dreaming on ViKi 2021Intervention in new amateur subtitling cultures: a multimodal account 2019The danmaku interface on Bilibili and the recontextualised translation practice: a semiotic technology perspective

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