The globalization of media has led to an increased need for localization and glocalization in a myriad of industries, including film and television, advertisement, and podcasting. Media localization and glocalization are two distinct approaches that adapt media content for international audiences, making it easily accessible to more people. Each of these processes have their own advantages and disadvantages and certain projects may be best suited for one, the other, or both.
What is Media Localization?
Media localization is the process of adapting content to the cultural and linguistic needs of a specific, localized, audience. This can involve translating dialogue, changing names or references that may be unfamiliar to the target audience, as well as modifying content to align with cultural norms and sensitivities. In the context of film and television, media localization services can involve dubbing or subtitling the audio into a language that is accessible to a particular audience – the target audience.
But a more evolved approach to media localization used by SPG Studios, is video localization; a process that utilizes motion graphics, animations, screen-activity captures, and 3D rendering to provide an authentic and engaging experience for viewers with a piece of content, while also promoting greater cultural understanding and accessibility.
Advantages of Media Localization
One of the main reasons businesses may want to seek media localization services out is to increase the appeal and accessibility of media content to diverse audiences. By adapting content to suit the specific cultural and linguistic needs of a particular market, media producers create a more engaging and immersive experience for their viewers, thereby increasing their profit margins and chances of success in that market. Additionally, when a company makes the extra effort to localize their message, this can help to build stronger relationships with audiences by demonstrating an understanding and respect for their cultural values and traditions.
Challenges in Media Localization
However, localization has its limitations. One of the main challenges is the cost and complexity of adapting content for multiple markets. Luckily, localization agencies can assist producers by working with whatever budget is available and offering suggestions that will make the most of what production is working with. This can be particularly challenging for small or independent media producers, who may not have the resources to undertake large-scale localization efforts.
SPG Studios, for example, is a leading global audio post-production and media localization services provider, comfortable working with tight budgets and short timelines to produce top-of-the-line content. At SPG, we can recreate animations and motion graphics using source assets in After Effects, Premiere, AVID, Final Cut Pro, and Cinema 4D to ensure the localized product is closely matched with the original.
How is Glocalization Different From Media Localization?
Glocalization, on the other hand, blends both global and local elements to create content that resonates with audiences on a universal scale, while preserving a distinct local identity; no easy feat! This approach is often used in corporate videos and advertisements, where the goal is to create content that can be consumed, understood, and appreciated by audiences with different cultures and languages. This process is facilitated when media localization companies, such as SPG Studios, make use of their own wide network of trusted media professionals, who can collaborate to make the best possible content.
One of the key benefits of glocalization is its multifaceted appeal and ability to create content that is both globally and locally relevant. By fusing global and local elements, media producers can create engaging content that resonates with audiences across cultures and regions, while also reflecting the unique cultural and linguistic identities of those regions. Because of this fidelity to the local elements combined with the reach of the global aspects, glocalization can help to create a sense of community and connection among viewers, by highlighting shared values and experiences.
Challenges of Media Localization
However, glocalization is not without its challenges. A glaring potential limitation is for the content to be too generic or superficial, lacking the depth and authenticity that comes from a more targeted and nuanced approach. If done improperly, glocalization can also sometimes result in a loss of cultural identity and specificity. When a piece of content is designed to appeal to a broad range of audiences, rather than reflecting the unique cultural and linguistic nuances of a particular market, it’s important to seek out the help of experts – like those at SPG Studios!
In conclusion, both approaches to media adaptation – localization and glocalization – are important to consider when the goal is to target international audiences. While localization aims to provide an authentic and immersive experience for viewers, glocalization seeks to create content that resonates with audiences on a universal level, while also reflecting the unique cultural and linguistic identities of different regions.
Both approaches have their advantages and disadvantages, and the choice between them depends on a variety of factors, including the target audience, budget, and cultural sensitivity. Ultimately, the success of any media production will depend on its ability to engage and resonate with viewers, regardless of whether it is localized or glocalized.
If you have a project you’re looking to adapt for different audiences, contact us at SPG Studios so we can facilitate that experience!