Language and Cross-cultural Communication
Language is significant for communicational process between humans. Principally, it functions as a tool conveying self-expression while interacting with others such as statements, arguments, questions, thoughts, perspectives, or even feelings.
Due to the communication nowadays, its boundary is not restricted anymore. Vessakosol (2019) stated that translation makes communication limitless in terms of the boundary of language and culture. The internet platform or online platform is an area where people all around the world normally use to communicate with others, as well as to exchange or share something to others as one society.
Different country means different culture, then different culture also means the languages are possibly different. Undoubtedly, cross-cultural communication always occurs on such area. For a condition of different language and culture, comprehending and understanding something precisely needs one essential tool called "Translation."
Role of Translation in Film Industry
Regarding a role of translation as a medium between two different languages, the cross-cultural communication corresponds with translation directly. Because of its relation, translating movie titles is considered as the cross-cultural communication between the title itself and foreign consumers as well. With the fact that attractive text is likely to be persuasive for preceptors, the title is one of vital keys in film industry affecting consideration and decision of consumers whether much or less. So, it is one of interesting challenges that one translator should come across since one title should be short but containing most equivalent or relatable meaning, eye-catching, and ear-catching.
Rationale
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To investigate and analyze translation strategies used in 120 selected titles of Thai movies on Netflix application
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The genre and release period of the movies are not specified
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The Skopos Theory proposed in 1977 by Vermeer was used as a theoretical framework
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More techniques of Thongwan (2012) were applicable as well
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This study is expected to shed light on further improvement in terms of marketing in film industry, and to gain the results that would be useful for other people who are interested in translation and cross-cultural communication field.