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VOL. 9, ISSUE 4 (2024)
The role of transcreation in translation studies
Authors
Shraddha Srivastava, K Srikumar
Abstract

Translation is the upholding of the core and impact of the original message that allows for a more effective conveyance of ideas across different languages and cultures by integrating cultural nuances and adjusting the language to appeal to the intended reader. That is why it is a highly creative field that requires the translator to transform the original text into the desired text while maintaining the same sentiments and emotions without altering the content. The translation is not only converting from one language to another and not just swapping words. The translator must have the depth of language skills to express ideas creatively in the target language to meet the readers' needs and motivate them effectively. Hence, the translation process involves linguistic proficiency, cultural comprehension, and creativity to ensure the message connects with the intended readers. Combining language expertise with cultural sensitivity and transcreation will help to make the literary translation more effective, readable, and understandable per the readers' expectations.

Nowadays, machine translation is highly effective; it primarily conveys literal meaning rather than capturing emotions, tone, and nuances, which is crucial in prose, poetry, novels, and advertisements. Transcreation can accelerate this gap with creative adaptation, ensuring the accurate delivery of emotionally resonant messages. Hence, this process goes beyond mere words to encapsulate the essence of the source text and can convey it in a manner that profoundly resonates with the intended readers.
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Pages:1-4
How to cite this article:
Shraddha Srivastava, K Srikumar "The role of transcreation in translation studies". International Journal of Multidisciplinary Education and Research, Vol 9, Issue 4, 2024, Pages 1-4
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