An eye-tracking study on the cognitive processing, reception, and perception of swearword translation in films

Abstract Technological advances lead to an increasing array of widely accessible online audiovisual (AV) products. However, translating these AV products poses challenges, especially for culturally sensitive content like swearwords. Using eye-tracking, this study investigates how audiences cognitively process translated swearwords in films from English to Chinese. The experiment involved 150 participants distributed among five different subtitling groups, with each group ( n  = 30) exposed to four clips under a distinct translation strategy for swearwords. While cognitive processing measures showed no significant differences across strategies, the mean fixation duration was notably higher in the softening strategy group during gunfight scenes, suggesting heightened audience engagement. Pre- and post-questionnaire responses revealed participants’ functional awareness of swearwords and a preference for literal translation. Additionally, no significant differences were found in immersion, satisfaction, enjoyment, comprehension, or perceived offensiveness across film clips. This study contributes empirically and methodologically to understanding subtitling practices, offering insights into audience reception.