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Transcreation is a term from the Leibnizian philosophy that dates back to 1676. Transcreation concept stands for the transitive law that advocates: if change is motion, and motion is transcreation, then, change is transcreation. Subsequently, "all change is a kind of transcreation" (Leibniz, 42: 1676/Translated Draft), in philosophy field. The same notions apply to translation field. Transcreation is a holistic approach. It works on creating a content (change) from the source and the target to the target (motion) through the application of partial or total change processes, also called the kinds of change (transcreation processes). Transcreation is a translation technique. It is the ultimate representation of any and all kinds of change when translating a content from the source to the target. Changes making when translating have reasons, kinds, degrees, levels and limits.
{{short description|Process of creatively adapting a message from one language to another}}
'''Transcreation''' is a term coined from the words "translation" and "creation", and a concept used in the field of [[translation studies]] to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully transcreated message evokes the same [[emotion]]s and carries the same implications in the target language as it does in the source language. It is related to the concept of [[Language localisation|localization]], which similarly involves comprehensively adapting a translated text for the target audience.{{sfn|Pedersen|2019|p=44}} Transcreation highlights the translator's creative role.{{sfn|O'Hagan|Mangiron|2013|p=196}} Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience.{{sfn|Chaume|2016}}
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In popular culture, one example of the use of a strongly transcreational approach is in the United States adaptation of the Japanese anime ''[[Doraemon]]'', in which characters and settings were dramatically modified to suit United States sensibilities.{{sfn|Chaume|2016}} For example, depictions of [[Japanese yen]] notes were replaced by United States currency, and a stand selling [[roasted sweet potato]] was replaced by a [[food truck]] selling popcorn.{{sfn|Chaume|2016}}
Similarly, the United States story of ''[[Spider-Man]]'' was transcreated for Indian audiences in ''[[Spider-Man: India]]'', which is set in Mumbai.{{sfn|Bernal-Merino|2014|p=90}} This transcreated ''Spider-Man'' features an Indian-born Spider-Man whose
The concept of transcreation has also been applied to other specialized fields such as technical and legal translation. For example, the creation of new technical vocabulary by specialized [[Icelandic language|Icelandic]] translators in the mid-20th century has been retrospectively characterized as transcreation.{{sfn|Gaballo|2012|p=105}} Accordingly, one author has defined transcreation as a "holistic" process of "re-interpretation of the original work suited to the readers/audience of the target language which requires the translator to come up with new conceptual, linguistic and cultural constructs to make up for the lack (or inadequacy) of existing ones."{{sfn|Gaballo|2012|p=111}}
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== Relationship to translation ==
Classically, in a schema dating from the 17th century, translation has been divided into three approaches: metaphrase (word-for-word translation), paraphrase (i.e.
|work=Oxford Handbooks Online
|url=https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780199935338.001.0001/oxfordhb-9780199935338-e-10
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|doi=10.1093/oxfordhb/9780199935338.013.10
|isbn=9780199935338
}}</ref> Transcreation is thus a variation on the "imitation" or "adaptation" approach to translation.{{sfn|St-Pierre|2016|p=83}} Similarly, viewed in terms of the continuum between [[free translation]] and [[literal translation]], transcreation is considered to be "closest to
The validity of transcreation as a distinct form of translation, however, has been questioned.{{sfn|Bernal-Merino|2014|p=91}} While the term has been widely embraced by translation brokers seeking new business, it has been greeted with considerably more skepticism by professional translators.{{sfn|Gaballo|2012|p=95}}
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