In November I was exercising at the gym. At the front of the room, they’ve got four different networks on the TVs. When I’m on the bike machine, it’s hard to not watch the video. Being November, it was time for the renewal of Medicare insurance policies.
It was hard to not want to mock the Advantage plan advertisers which didn’t include captioning. The vendors are trying to reach an audience that has a higher likelihood of having hearing loss, yet their ads are inaccessible to that group of people.
Election year is another time for lots of targeted advertising. Again, the gym is a good opportunity to see how much different candidates or political parties value the community. If they omit preparing captions, they appear not to care about a wide swath of their hoped-for constituents.
Hearing loss isn’t the only situation where captioning is valuable. Just as I can benefit from the captioning at the gym, live captioning of sports events enhances the experience of the game at a bar or restaurant. At family gatherings such as Thanksgiving, the ones who want to watch a game can turn on the captions and mute the sound to allow the rest of us to visit.
Although my hearing is normal, it is nice to have the captions on while watching a movie. It helps when background sounds in the film muffle the speech. My mom has good hearing but prefers to have the captions on as well. Sometimes people talk too quickly. It helps us enjoy the latest Marvel series more.
YouTube and Nebula also have captioning in the videos. In addition, to the presence of captions, the videos, the urgency for captions on new material can come at the prices of accuracy. It’s not easy to create good quality captions. Captions can degrade when the transcriber or voice recognition system isn’t primed with the vocabulary of a technical video. The technology can continue to improve. Some shows acknowledge the service and who paid for the transcription as the first of the captions.
In the teaser trailer for the Star Wars film, The Rise of Skywalker, I learned from the captions that the laughter at the very end is the Emperor. That was an interesting clue that felt like insider knowledge when I first saw the trailer.
I don’t really like to vote for a candidate whose ads don’t include captions. It shows a lack of care and consideration for who they are asking to vote for them. Do they really care about disabled or older voters, or do they just want to win the election as cheaply as possible?
Image “Closed captions” by Oregon State University [CC BY-SA 2.0]


