Transcreation : Beyond translating the words



Year of publication 2021
Type Appeared in Conference without Proceedings
MU Faculty or unit

Faculty of Arts

Description The term transcreation is currently one of the biggest buzzwords in the translation and localisation industry. However, despite its growing popularity and an increased demand, it is still largely unclear what exactly it stands for and how it should be approached, remunerated or even how (and whether) it can be trained. The objective of this paper will be to briefly present the issue of varying transcreation definitions, as well as the delimitations of transcreation as a genre, product, and/or service. The talk will also address the points of view of the academia and of the translation and localisation industry, and will attempt to explain the different stances on the phenomenon, all with the support of practical examples from the field.
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