Explanation
A creative transfer that recreates an intended effect, identity, or appeal rather than closely following wording. It treats translation as designed re-performance under new cultural and medial conditions.
Example
The concept becomes visible in use and can be followed as a movement of interpretation.
Counterexample
Transcreation allows greater intervention than ordinary translation but still answers to a communicative purpose.
Distinction
Transcreation allows greater intervention than ordinary translation but still answers to a communicative purpose.
Effect on thought and perception
It treats translation as designed re-performance under new cultural and medial conditions.
Resonance
It treats translation as designed re-performance under new cultural and medial conditions.
Cite this entry
Reich, Michael (Hrsg./ed.): „Transcreation“. Atlas der Sprache, AT-TRA-W0306. ATLAS 251, data model 1.6.0. https://atlasoflanguage.com/concept/AT-TRA-W0306The address remains stable; editorial content may evolve. A verified modification date per entry is not yet available. Include your access date for precise references.