Translation Strategies Used in Netflix Movie Titles from English to Thai

Abstract

The objectives of the case study were aimed at analyzing and explaining the translation strategies used for movie titles on the Netflix streaming platform, specifically from English to Thai. A total of forty-five movie titles released on the Netflix platform in Thailand by 2021 were studied. The analysis was conducted using a mixed methods research design. Two main theories of translation from English to Thai, namely word-based and meaning-based, were utilized. Nine translation strategies were identified and reported based on their respective percentages: (1) all transliteration without the addition of Thai language (24.44%); (2) literal translation without the addition of Thai language (17.78%); (3) literal translation with the addition of Thai language (15.56%); (4) renaming with relation to original meanings (15.56%); (5) partial translation with the addition of Thai language (15.56%); (6) partial transliteration adding partial translation with the addition of Thai language (4.44%); (7) all transliteration with the addition of Thai language (4.44%); (8) partial transliteration adding partial translation without the addition of Thai language (4.44%); and (9) renaming without relation to original titles (4.44%), respectively. These translation strategies were found to be applicable in the context of entertainment and advertisement works, such as literature works and video titles on social media, among others.