Media Localization


As a result, media localization refers to the act of altering materials from a creative media source to appeal to a new audience. What does localization imply for the target audience? It implies that the information they’re watching or listening to seems like it was made specifically for them.According to Arts Council England, ‘creative media’ means, “artistic and cultural works and content created for digital platforms or distributed digitally to reach the public.”
Now, that’s a pretty broad definition, and I’ll look at some of the categories that it encompasses in a moment. But first, what does ‘media localization’ mean? Well, localization is the process of adapting materials to suit a new audience. Thus, media localization is the process of adapting materials from a creative media source to suit a new audience.
What does localization mean for the audience in question? It means that the content they are watching, or listening to, feels as though it has been created with them in mind. Successful media localization therefore incorporates multiple elements. We’ll look at those in detail below too.
Which Types of Creative Media Content Can Be Localized?
When it comes to content, creative media has a vast amount to offer. Let’s take a look at some of the most common types of creative media and how translators can support businesses to use them.
TV Content
Have you watched Squid Game? How about Money Heist? Unless you watched them in Korean and Spanish respectively, you’ve already consumed localized TV content. Language plays a key role in that media localization process, of course, but it is only one element of many (read on to discover the rest).
If a business creates TV content for digital platforms, and wants to reach out to new audiences, that’s where media localization comes in. There’s a well-known real estate company in Portugal, for example, that sells property to English buyers. One of its marketing tools is its own digital TV show, which explores everything from the local legal framework to Portuguese culture, as well as showcasing properties in each episode. If that company decided to begin selling to German buyers, it could use media localization for its TV show as part of that strategy, converting the content that was developed for English audiences into shows aimed at Germans.
Film
The same is true of companies that use documentary-style films to promote their products or raise awareness of their brand or cause. The investment involved in high-quality filming can be significant. As such, being able to get more value out of that filming, by spending comparatively little on media localization, makes a lot of sense.
#language #translators #business #marketing #digital #investment #culture #realestate #property #strategy

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