The article ‘Lost in Translation’ from the April 2010 edition of MediaMagazine examines the factors of success and failure when sitcoms are translated from one culture to another, focusing particularly on the UK and the USA. The article compares the American remake of originally British sitcom ‘The Office’ and its large success to the failure that was the USA remake of ‘The Inbetweeners’.
Much of the reason why the same shows are perceived differently by the two audiences is because of a different sense of humour within the cultures. Theorists have said that surreal humour and general ‘nuttiness’ are common elements within British comedy which often aren’t perceived so well by Americans. The character archetypes themselves are also unique to British teenagers, meaning an American audience would have trouble relating to the situations.
The remake of ‘The Inbetweeners’ very much followed strictly with the original British template with American actors and settings used instead. Therefore, many of the jokes and cultural references would’ve been lost on an American audience, causing the remake to fail with only a 3.5/10 rating on IMDb compared to the UK version’s 8.4/10.
On the other hand, ‘The Office’ US remake exceeded the original UK versions popularity, reaching 9 seasons total compared to only 2 of the original. Using the original as a mere template, the show branched off into its own and, with its all-star cast, became much more applicable to American culture and therefore more enjoyable to its audience.
My Mad Fat Diary
Based on the information in the article I researched upcoming remakes and predictions on their success, and found out about a planned remake for the British drama My Mat Fat Diary in the USA. The original show has enjoyed mild success in America, however remains unknown to many people and MTV plan to remake the show but as a short comedy series rather than sticking to some of the more serious themes in the UK show.
One of the elements that makes My Mad Fat Diary so captivating is the unique time period and setting which is very specific to the era and location. Much of the show’s target audience is comprised of people who would’ve grown up in the 90s in which the show is set so will enjoy watching a show set in 90s Britain, and it’s unclear weather the same form of nostalgia could be recreated in an American setting.
Some critics of the decision to remake the series have claimed that there is nothing wrong with the original series and it could quite easily captivate an American audience; although some cultural references and themes may be lost on them, the show’s messages and the issues touched upon will still be relevant to viewers. One of the major themes in the show is sex and Rae’s desire for it, and as seen in the remake of ‘Skins’, high levels of sexual content is often something Americans aren’t as used to as we are and makes it less enjoyable to watch, one of the reasons the Skins remake didn’t succeed.
Perceptions of British Culture
Rather than being remade to comply with a particular culture, British TV shows are also often transmitted to other countries in their original format, major examples being Sherlock, Doctor Who and Downton Abbey. While these shows enjoy large popularity abroad, they can also lead to misconceptions of British culture.
In the last century, the class divide in the UK has become increasingly blurred to the point where most people no longer strongly identify to a particular class. However, many people outside the UK believe that we still adhere to a strict class system due to Downton Abbey which portrays a very strict divide between the upper class living upstairs and their servants living down below. This so-called ‘Downton Abbey Effect’ has also reached China, where more and more butlers are now in demand after viewers of the show have begun to see this as a symbol of status and wealth.
Shows such as Sherlock have also lead to the idea of a unitary British accent; specifically the Queen’s English. As most shows such as this are set in the south with actors who speak very properly, many foreign viewers are unaware of the other many dialects spoken in the UK.
Perceptions of Other Cultures
While the misconceptions about British culture aren’t exactly harmful to us, sometimes media can promote certain countries or cultures in a negative light. One example of this is Sacha Baron Cohen’s ‘The Dictator’ in which he plays a corrupt dictator of a fictional North African country. While the film is a comedy, some have complained that it downplays the seriousness of a real dictatorship such as in North Korea by making the idea into a cheap joke. His character is also in support of Al-Qaeda, reinforcing the negative stereotypes and moral panics surrounding middle-eastern countries and terrorism. This is one example of how popular media can subtly reinforce negative schema and ideas we may have about certain culture.
Another recent film surrounded by debate is ‘The Interview’, which is centred around a news host and his producer having the opportunity to interview Kim Jong-un before being asked to assassinate him. This sparked uproar from North Korea who perceived the film as a threat of terrorism against their country, and it was eventually banned from being shown in the USA. Many have claimed that the film about the assassination of a world leader is a metaphor representing what the USA have already done to countries such as Afghanistan. This also suggests how its in American culture to see themselves as superior and the ‘hero’ in any given situation; fighting against the bad guys who always happen to be from other countries such as Asia or the Middle-East.
Whitewashing
Whitewashing is the practice of using white actors in traditionally non-white roles. Although this can said to be similar to non-traditional casting where non-white actors are cast in traditionally white roles, the film industry is already severely lacking in non-white actors and actresses so this practice is becoming more and more of an issue.
One point where it was particularly prominent was in the 2016 Oscars, which dominated the news for having a very significant lack of racial diversity. One example being Straight Outta Compton, which was praised for its skilled actors (mostly young black men) but only received one Oscar nomination for its screenplay, which was done by two Caucasians.
Historically, when racism was much more rampant within society, white people would act in non-white roles using ‘blackface’ or ‘yellowface’ when in Asian roles. These were typically racist depictions of people from these ethnic groups where features stereotypically associated with them would be exaggerated and played upon to create an insulting depiction. Although this is mostly not in use today as it is seen as highly racist, white actors can still be cast in roles meant for non-white actors which can be very insulting to actors of the ethnicity the role was designed for. An example of this is Rooney Mara being cast as Tiger Lily in 2015’s ‘Pan’; a traditionally Native American role. The actress herself said she believed the producers should have aimed for a more diverse cast. Hollywood has also been nicknamed a ‘straight, white boys club’ referring to how this particular subgroup seems to dominate acting roles and award nominations.
Cultural Appropriation
Cultural appropriation, also sometimes called cultural misappropriation, is when elements from (usually a minority) culture are adopted and used by the cultural majority. This is often highly controversial, as members of the majority can often end up being praised for using other people’s cultures where they can often be shamed for it. An example of this is the bindi, which has cultural significance in India but is just used as an accessory in western culture. White girls wearing bindis can be complimented for their accessory, whereas Indian girls in bindis and saris may be looked down upon for dressing ‘differently’, despite it being of real cultural significance to them.
Another example is the traditionally black hairstyles of box-braids and dreadlocks. In one news story, a black lady was told to either lose her ‘unprofessional’ braided hairstyle or lose her job, whereas white people can style their hair this way without being afraid of the repercussions.
This particular issue has come to light recently because of celebrity personality Kylie Jenner publicly donning dreadlocks and cornrows. She then faced backlash from black communities who felt it was unfair that she was praised so highly for making ‘a fashion statement’ that they’ve been doing for years with little recognition. Despite Kylie facing issues surrounding her hair, it’s a good modern example of cultural appropriation in the media and has brought the issue to light where many people may not have been aware previously.
No comments:
Post a Comment