Abstract

Into the second decade of the 21st century, global media distribution is increasingly defined by platforms. This dissertation examines media localization by looking at three distinct production contexts, and analyses the social role that localizers play in promoting global media content. The localization of global media involves interactions among three key social actors: media companies, exemplified by platforms; governments, represented by policymakers; and finally, the focus of this dissertation, localizers, who function as conduits for channeling content to the general public. Employing a blend of ethnography, interviews, and cultural policy analysis, this study seeks to provide a thicker description of how localizers create a sense of locality, and how they perceive their own roles within broader systems of media circulation.

Each of the three case studies presented in this dissertation represents a distinct subculture within media production. The Quebec dubbing industry and its politics of nation and dialect provides a starting point, as a traditional example of localization. Here, dubbers not only provide translation services but also position themselves as uniquely attuned to the sensitivities of local populations. I then follow with an examination of Indigenous mainstream media producers, and their attempts to broaden their reach to global viewers by “internationalizing” their content. This process is similar to the idea of localization because it also requires careful adaptation of content for its desired audience. The third case study is of fan translators and anime commentators, whose work facilitates the adoption of global anime into local contexts by providing customized promotion. The towering presences of platforms and cultural policies are never too far from the discussion, modulating in powerful ways the work and professional aims of each of these groups.

Through these snapshots, the aim of the dissertation is to highlight the role of localization and its practitioners in creating a sense of the “local” in mediascapes defined by free and unrestricted flows of information.