Departamento de
Traducción e Interpretación


Tema:   Profesión. Localización. Informática. Técnico. Género.
Autor:   Katan, David & Cinzia Spinzi (eds.)
Año:   2014
Título:   Transcreation and the professions
Editorial/Revista:   Cultus 7
Páginas:   181
Idioma:   Inglés.
Tipo:   Monografía.
ISBN/ISSN/DOI:   ISSN: 20353111.
Disponibilidad:   Acceso abierto.
Índice:   1. A conversation between Yves Gambier and Jeremy Munday about transcreation and the future of the professions (20-36); 2. Crowd, cloud and automation in the translation education community - Christophe Declercq (37-56); 3. Exploring the concept of transcreation – transcreation as ‘more than translation'? - Daniel Pedersen (57-71); 4. Exploring the Chinese translation of Australian Health Product Labels: Are they selling the same thing? - Jing Fang & Zhongwei Song (72-95); 5. Strategies for the Audio Description of Brand Names - José Dávila Montes & Pilar Orero Clavero (96-108); 6. Translation and transcreation in the dubbing process. A genetic approach - Serenella Zanotti (109-134); 7. Journalators? An ethnographic study of British journalists who translate - Denise Filmer (135-157); 8. Transcreating a new kind of humour: the case of Daniele Luttazzi - M. Cristina Caimotto (158-175).
Resumen:   Volume 7 of Cultus is aimed at capturing the role of the translator in an era where new trends in the market, the use of technologies and machine translation, seem to blur the edges between both professionals and amateurs involved in the field. The circulation of buzzwords such as transcreation and its semantic siblings (marketization, multilingual copywriting, transliter ation to name but a few) reflect this confusion and uncertainty about the future of translation as a discipline and as a profession. This year's issue focusses on transcreation in particular, a term which is primarily today related to the computer and video game industry, and seems to be more frequently used in sectors such as advertising and sales which deal with the conveyance of emotions. If transcreation is not a straightforward localization process what does it then imply? Does it imply that word-for-word translation is not enough to render affective language one culture into another? At the other end of the creative spectrum, what are the problems and opportunities raised by the use of technologies in translation? [Source: Editors]
Impacto:   1i- Lázaro Gutiérrez, Raquel. 2016. 7135cit; 2i- Chaume Varela, Frederic. 2018. 7466cit
2001-2019 Universidad de Alicante DOI: 10.14198/bitra
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