Abstract
This study analyzes several video-parodies, broadcast on the web, of famous movies dubbed in Salento dialect, to shed light on the cultural dimension of dialect. The results show that the dubbing of the dialogues involves not only linguistic, but also functional changes of Salentino, which is used both in a localized and localizing way. Localization manifests itself in the use, and abuse, of dysphemisms and offenses, references to local products, areal toponyms and anthroponyms.