Search results for "transcreation"
showing 10 items of 10 documents
Multi-sensory approaches to (audio) describing the visual arts
2012
Making art accessible to blind patrons requires the ability to convey explicit and implicit visual messages through non-visual forms. Audio description is often seen as the best way to offer visual texts to blind people; however, one may query whether words alone are sufficient to convey the subtleties of art and to transport the emotional charge such works offer. It is a fact that the dialogue between words and touch may allow these particular “readers” to “see” art in its tangible forms, but perhaps more is needed if one is to give them the opportunity to live the art experience to the full. This article discusses different multi-sensory approaches to making art available to visually impa…
USING FORUM COLLABORATIVE SETTINGS FOR TRANSLATION OUTCOMES: A THREAT TO TRANSLATION PROFESSIONALS?
2018
Translation and transcreation can both be considered as practices carried out by professionals trained in the communication of languages, cultures and situational settings. However, a growing number of internet users resort to the Internet to equip themselves with language knowledge, exploiting the collaborative setting the Internet provides. Online collaboration is based on the new culture of openness and engagement, which is negotiated via interaction with the final aim of providing a possible good, and “professional-like”, translation. As stated by Guyon (2010, 33), coordination and discussion between participants are part and parcel of the translation process. Although fora have thoroug…
Exploring translation strategies in video game localization
2012
This paper addresses the issue of video game localisation focusing on the different strategies to be used from the point of view of Translation Studies. More precisely, the article explores the possible relation between the translation approaches used in the field and the different genres or textual typologies of video games. As the narrative techniques and the story lines of video games have become more complex and well-developed, the adaptation of games entails a serious challenge for translators. Video games have evolved into multimodal and multidimensional products and new approaches and insights are required when studying the adaptation of games into different cultures. Electronic ente…
Transcreation and the professions
2014
In Cultus 6 David Crystal said "I don't expect my translator to be a mind-reader [...] knowing about the presuppositions and intentions underlying the utterances made by the participants". Issue 7 will focus on this very point. Who should translate, and who is translating the presuppositions and intentions underlying the utterances made by the participants in the real world? A term for this process is "transcreation", which has been used in the Arts (in particular poetry and drama) to talk about transposition into a different language or into a different medium (a poem is transcreated into an art form or onto the stage). Transcreation has also been closely linked with localisation, but diff…
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…
Introduction. The wheres, whats and whys of transcreation
2018
As the Translation Studies community advances in an increasingly networked globe and the new market needs change, the range of interests of translation as a discipline broadens, new proposals are put forward by the market stakeholders and new challenges are discussed in academia. Since the conventional model of one-on-one agency and client is being replaced by a vast global network of translators, new modes of translation, such as fansubbing, fandubbing, crowdsourcing and transcreation, have challenged the traditional structure of the translation market and ethics of the discipline. Against this backdrop, a debate has emerged around translation and transcreation (see Cultus 2014), mostly in…
Bilingual corporate websites - from translation to transcreation?
2013
Published version of an article in the journal: Journal of Specialised Translation. Also available from the publisher at: http://www.jostrans.org/issue20/art_rike.pdf Open Access As an increasing number of companies see the world as their marketplace, bilingual and/or multilingual websites are becoming increasingly common, and the demand for translations in this domain is growing. Corporate websites are multimodal, and verbal messages, images, layout and sometimes animations and sound interact to create the rhetoric on the site. With web texts being instantly available to readers anywhere, the translator’s role as a cultural mediator attains a special significance as the texts may be access…
GENDER IN VIDEO GAMES: CREATIVITY FOR INCLUSIVITY
2022
Video game localisation, a field highly impacted by the lack of visual environment and text linearity, forces translators to create inclusive solutions in terms of gender to overcome the hurdles created by variables. This paper will introduce the specificities of this sector and present an analysis of some of those techniques extracted from parallel corpora compiled from video games that include female, transgender, non-binary, and non-sexualised characters. LE GENRE DANS LES JEUX VIDÉO : LA CRÉATIVITÉ POUR L'INCLUSIVITÉ La localisation de jeux vidéo, un domaine très impacté par l’absence d’accès au jeu ainsi que par …
Transkreācija reklāmas materiālos Latvijā
2017
Pirms Industriālās revolūcijas reklāma bija fenomens, kas izplatījās vietējā mērogā, taču mūsdienās reklāmdevēji uzskata, ka ir „jādomā globāli, bet jārīkojas lokāli”. Paralēli sarunām, kas noris starp globālas un lokālas reklāmas piekritējiem, reklāmdevējiem ir jāatrod veidi, kā patērētājiem pārdot produktus, un viens no veidiem ir transkreācija. Transkreācija ir salīdzinoši jauns jēdziens un tam ir veltīta neliela pētnieciskā darbība, turklāt latviešu valodā šis termins vēl nav atzīts (lai gan Latvijas reklāmdevēji lieto terminu „adaptācija”). Tādēļ pētījuma mērķis ir noteikt transkreācijas izplatību un īpašības reklāmas materiālos Latvijā. Pētījuma teorētiskajā daļā tiek pētīta reklāmas …
La transcreazione nei testi delle canzoni : la canzone straniera nelle voci italiane da Riccardo del Turco a Claudio Lolli
2022
There are different ways of translating popular songs or pop music. They can be translated for a volume that collects lyrics only to be read, to understand the meaning of the song’s message. If the song must be translated to be sung, for the performance, and you do not want to change the music, the only way to go is that of adaptation, in the appropriate choice of rhyming words that must adapt to the musical, mask (Low 2008). Our thesis, supported by three original case studies whose results we will study in the transition from a foreign language to Italian, is that this adaptation can coincide with what is now called transcreation.