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Article published In: Translation Spaces
Vol. 13:2 (2024) ► pp.293–329

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An eye-tracking study on the cognitive processing, reception, and perception of swearword translation in films

ORCiD logo with link | University of New South Wales
ORCiD logo with link | University of New South Wales
Published online: 21 November 2024
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https://doi.org/10.1075/ts.23049.jia
Abstract
Technological advances lead to an increasing array of widely accessible online audiovisual (AV) products. However, translating these AV products poses challenges, especially for culturally sensitive content like swearwords. Using eye-tracking, this study investigates how audiences cognitively process translated swearwords in films from English to Chinese. The experiment involved 150 participants distributed among five different subtitling groups, with each group (n = 30) exposed to four clips under a distinct translation strategy for swearwords. While cognitive processing measures showed no significant differences across strategies, the mean fixation duration was notably higher in the softening strategy group during gunfight scenes, suggesting heightened audience engagement. Pre- and post-questionnaire responses revealed participants’ functional awareness of swearwords and a preference for literal translation. Additionally, no significant differences were found in immersion, satisfaction, enjoyment, comprehension, or perceived offensiveness across film clips. This study contributes empirically and methodologically to understanding subtitling practices, offering insights into audience reception.
Article outline
  • 1.Introduction
  • 2.Rationale of using eye-tracking for swearword translation in AVT research
  • 3.Methodology
    • 3.1Mixed-methods design
    • 3.2Sampling
      • 3.2.1Purposive sampling for film clips as stimuli
      • 3.2.2Convenience sampling for participants
    • 3.3Eye-tracking procedures
      • 3.3.1Justification of webcam eye-tracker
      • 3.3.2Experimental processes and groups
  • 4.Findings
    • 4.1Demographic information
    • 4.2Cognitive processing (RQ1)
      • 4.2.1Fixation-based eye movements
      • 4.2.2Attention distribution
    • 4.3Audience reception (RQ2)
    • 4.4Audience perception (RQ3)
      • 4.4.1Audience preferences
      • 4.4.2Audience opinions
  • 5.Discussion
    • 5.1The effects of translation strategies on audiences’ cognitive processing of swearwords (RQ1)
    • 5.2Audience reception and perception of translated swearwords (RQ2 & RQ3)
  • 6.Contribution, limitation and conclusion
  • Notes
  • References
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