Translation or Transcreation? Discourses, Texts and Visuals

2018

Translation or Transcreation? Discourses, Texts and Visuals presents us with an apparent dilemma: is translation primarily a form of transfer or a form of creation? This dilemma harks back to a series of questions about the nature of creativity which are at the heart of Western philosophy and aesthetics: what distinguishes an original from a reproduction? What is original in every “translation” and what has already been translated in every “original”? While these questions have been theoretically debated in the past fifty years mainly in the contexts of French and American deconstruction, contemporary communication practices bring them back on the table with renewed urgency. The global flow…