ABSTRACT

This study analyses Netflix Turkey’s media paratexts in which Netflix’s foreign productions and Turkish originals are promoted by the creative use of local elements and/or culture-specific references. It aims to identify the role of translation in these paratexts in promoting both Netflix and its shows such as Stranger Things among others in Turkey. It also discusses the functions of these paratexts in relation to their socio-political contexts of production and the wider debates around regulation and censorship in Turkey. The analysis shows that translation and localization in the selected paratexts serve to make the foreign shows relatable, evoke a sentiment of nostalgia and create a sense of belonging. Further, the paratexts on Netflix Turkish originals highlight the untranslatability and culture-specificity of Turkish expressions to appeal to the viewers’ national pride, which is arguably informed by a populist approach due to the increasing possibility of restrictions on content.

摘要

本研究分析了 Netflix 土耳其的媒体副文本，其中 Netflix 的外国作品和土耳其原创作品通过创造性地使用当地元素和/或特定文化参考来推广。它的目的是确定这些副文本中的翻译在宣传 Netflix 及其节目（例如《怪奇物语》）中的作用土耳其等地。它还讨论了这些副文本与其生产的社会政治背景以及围绕土耳其监管和审查制度的更广泛辩论的功能。分析表明，所选副文本的翻译和本地化有助于使外国节目产生相关性，唤起怀旧情绪并创造归属感。此外，Netflix 土耳其语原创作品上的副文本强调了土耳其表达方式的不可翻译性和文化特异性，以吸引观众的民族自豪感，这可以说是由于内容限制的可能性越来越大而受到民粹主义方法的影响。