Reframing Identity and Cultural Sensitivity in Netflix's Arabic Subtitling vs. Dubbing: A Critical Discourse Analysis of 2022–2024 Originals

Abstract

This study critically examines how Netflix’s Arabic subtitling and dubbing of original productions (2022–2024) shape artistic identity and audience perception. As global streaming platforms expand into diverse linguistic markets, translation becomes more than a technical process; it functions as a cultural and ideological mediator. Adopting a mixed-methods approach combined with Critical Discourse Analysis, the research investigates how language choices in audiovisual translation influence the representation of culture, values, and social norms. The corpus consists of 200 thematically significant scenes selected from 12 original productions, ensuring diversity in genre, theme, and cultural background. The analysis focuses on key translation strategies, particularly domestication and foreignization. Findings indicate that dubbing tends to domesticate content in order to align it with local cultural norms and audience expectations. This often involves modifying or softening culture-specific references, humor, religious elements, and gender-sensitive material to avoid potential controversy. In contrast, subtitling generally preserves more of the original cultural elements, maintaining linguistic nuances and references that reflect the source culture. As a result, subtitling allows for greater exposure to foreign identities, while dubbing frequently reshapes content to fit local sensibilities. The study highlights the ongoing tension between global market demands and the preservation of cultural authenticity. Streaming platforms must balance commercial considerations with respect for cultural diversity, and translators play a central role in negotiating this balance. By acting as mediators of artistic and cultural identity, translators influence how audiences interpret narratives, characters, and social issues. The research concludes by offering recommendations to enhance audiovisual translation practices, encouraging greater cultural sensitivity, transparency in adaptation choices, and deeper audience engagement. Ultimately, this study contributes to a broader understanding of how translation modes impact cultural representation within global digital media environments.