Misunderstanding Raymond: Cultural Technology and Knowledge Transfers in Transnational Scripted Format Production
2021; Michigan Publishing; Volume: 7; Issue: 2 Linguagem: Inglês
10.3998/mij.15031809.0007.204
ISSN2373-9037
Autores Tópico(s)Translation Studies and Practices
ResumoIn 2010, Philip Rosenthal, the showrunner of the long-running sitcom Everybody Loves Raymond, released a documentary titled Exporting Raymond that focused on his experience helping Sony Television International adapt the series in Russia.The documentary provides a rare behind-the-scenes examination of the process of taking a scripted format from one national context to another, and several recent accounts of the film have sought to use it as a way of understanding the way American studios approach international television markets.Using the documentary, industry trade publications, and interviews with people working in the Russian television industry, this article argues that rather than seeing Exporting Raymond as an example of cultural imperialism, it should be seen as an example of the way Western studios strengthen emerging industries by developing human capital and importing production and writing techniques that improve local programming.
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