Translation or Transcreation? Discourses, Texts and Visuals
This wide-ranging collection brings together essays on a recent approach to translation known as transcreation. Together with new modes of translation, such as fansubbing, fandubbing, and crowdsourcing, transcreation has challenged the traditional structure of the translation market, the agency and ethics of the discipline, and encouraged new research in translation studies. A debate has emerged around the two concepts of translation and transcreation, mostly in terms of differences between the two practices and issues such as creativity, abusive translation and appropriation.
Mainly applied to commercial translation, transcreation is now gaining momentum among translation scholars in broader areas of application, going beyond the early focus of promotional and advertising products where it was initially practised. In the specific context of this volume, transcreation is discussed in relation to a variety of textual and visual genres that range from poetry, prose, theatre, film and television to tourism and highly specialised legal texts.
Cinzia Spinzi holds a PhD in English for Specific Purposes and a Master’s in Translation Studies from the University of Birmingham, UK. She is a Lecturer in English Language and Translation at the University of Palermo, Italy. Her research interests include language and cultural mediation and corpus linguistics applied to the study of translation, ideology and metaphors in specialised communication.
Alessandra Rizzo is a Lecturer in English Language and Translation at the University of Palermo, Italy. Her research background is in translation studies and comparative literature, and she holds an MA in Literary Translation and a PhD in Literature and Translation from the University of Essex, UK. Her main areas of research are audiovisual translation, ELF and migration.
Marianna Lya Zummo is a Researcher and Assistant Professor of English Language and Translation in the Department of Humanities at the University of Palermo, Italy. Her interests cover issues in sociolinguistics, genre, communication dynamics, and studies on the dimension of modality and evidentiality. Her research is primarily related to issues in health discourse and web-mediated communication.
“At a time when translation as an industry and a discipline is undergoing a wrenching change, this book is a most pertinent and original contribution that makes brave inroads into the notoriously complex, nascent field of transcreation. Engaging with recent scholarship, the authors not only cover a substantive range of up-to-the-minute topics but they also widen the research horizon by embracing multimodal, multidisciplinary approaches. A most welcome, needed addition to translation studies.”
Professor Jorge Díaz Cintas
University College London
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