7 Lessons on Voice from Stranger Things Season 4’s Oddly Specific Subtitles

I recently binged the latest season of Stranger Things (Season 4), and let me tell you: the closed captions – AKA the subtitles – were entertaining, captivating, and overly specific.

And the closed caption writers meant for it to be that way. During a brief stint of obsession over these subtitles and the creation of this semi-embarrassing reel, I found an interview over at Vulture titled Wet Writhing and Eldritch Gurgling: A Chat With the Stranger Things Subtitles Team.

Inside, we meet Stranger Things’ subtitle author Jeff T. and his subtitle QA editor Karli Witkowska. Much of their process and relationship to these now infamous subtitles has crossover with brand voice.

Here are the seven lessons we can learn from it.

Warning: spoilers and graphic images ahead.

1. Your words can connect with your audience

What does Eldritch even mean? I surely didn’t know off the top of my head, although it sparked a few possible images.

According to the University of Leeds study of its meaning, the exact origin and etymology remains a mystery – but they define it as “Connected with, proceeding from, suggestive of, elves or supernatural beings; weird, strange, uncanny.”

It turns out, there was more to it. “‘Eldritch’ is a good word for [his powers], but also because it’s a reference to Dungeon & Dragons,” said Jeff T. Apparently, many viewers were wild over the D&D references, so they added some easter eggs into the subtitles as well!

True fans went wild over these D&D references, further solidifying their theme and making their audience feel “in” on it. Your language should always be your ideal audience’s language. 

2. Voice sets or continues the vibe

Your words need to become an extension of your brand identity. Learn more in this Ultimate Guide to Brand Voice.

If your brand is a serious SaaS company, you wouldn’t approach language like “heyyyy, check out our LATEST launch!” It wouldn’t match your level of formality. 

Jeff said “I try to stick to genre-appropriate language as well. People brought up the squelching, but that palpable pressing sound is meant to evoke disgust and horror. If I was doing a Regency-era picture or a stoner comedy, I’d change my language and shift accordingly, but I tried to be respectful of the genre [in Stranger Things season four].”

3. Words illicit not just emotion but physical reactions too

We can all thank the closed captioning writer for opting to use the word “wetly” rather than, well, ya’ know… (moist). 

Although, they did use it often. “​​It’s a word where I can name six or seven of my friends who don’t like it. It is supposed to be an uncomfortable situation, and that’s why it was used in the show,” Karli said. 

4. Wordsmithing is hard

“It’s just a couple of words. It shouldn’t take too long!” How many times have those words been uttered by a client that doesn’t know how to do what a writer does?

Just 5 measly words can mean I have to:

👉 Do competitor analysis

👉 Check my swipe file for inspiration

👉 Write down 20 versions

👉 Sleep on it

👉 Narrow it down to 10 versions

👉 Take a walk

👉 Decide

👉 Change my mind

👉 Ask a colleague

👉 Decide, for real this time

👉 See it in design

👉 Make a tweak

👉 See it in design again

👉 Look at it backward, upside-down and sideways

👉 Have a cup of coffee

👉 Give it the OK.

As we see here, surely those two words – “swarm chittering” – were delectably chewed on for quite some time before ultimately decided upon. Karli confirmed: “I had to think about whether every sound and every descriptor provides the necessary required emotions or feelings that the deaf community would require.”

5. Having a verbal identity makes life easier

There’s that word again… synth. Rather than reinventing the wheel, having a purposeful verbal identity is vital for streamlining your writing process and keeping everything consistent. 

Netflix has a hefty style guide just for timed texts.

“I do have a word bank that I consult for most of my shows, but I don’t have to break it out a ton because not every show has the intentionality of sound like Stranger Things has,” said Jeff.

Even if your voice is oddly specific and extraordinarily unique, there will always be a “way” you do things.

Using voice analytic tools and a proprietary process, I believe everyone falls into one of nine different personality types. Get in touch with me to find out yours and bypass the research!

6. No matter how much fun it can be, you must put your audience first

Your audience is who you are writing for and what they need in that exact moment –  or, their “intent.” Whether it’s a blog post, an email, a guide, or a subtitle, you may need to sacrifice clever words in the favor of clarity. 

“Every decision or choice I make is coming from research and what the deaf community wants and needs.”

Building out an effective persona can help you figure out how best to communicate with them.

7. Making bold choices can help you go viral

The subtitles have become memes that have overflowed Reddit communities, Buzzfeed, and more. The consensus says: the braver and bolder you are, the more recognition you stand to gain.

So do not go gentle into that good night.

If you need a copywriter and brand voice expert to get you there, get in touch today.