1887
Volume 6, Issue 1
  • ISSN 2211-3711
  • E-ISSN: 2211-372X
USD
Buy:$35.00 + Taxes

Abstract

This paper investigates the translation spaces of a very specific translation practice, namely transcreation. In a marketing context, transcreation is usually concerned with the adaptation of advertising material into several different languages or for different markets. The paper is based on an ethnographic field study carried out at a marketing implementation agency in London, during which a group of transcreation managers was followed over a period of four weeks. The study relies mainly on observations of the interactions between the employees of the above-mentioned agency and their partners as well as on the researcher’s own participation in some of the agency’s work-related activities. As an activity, transcreation often involves two or more writers. These writers are most likely to be physically separated, but as the data from this study show, a transcreation agency can serve as a case for joint, situated efforts.

Loading

Article metrics loading...

/content/journals/10.1075/ts.6.1.03ped
2017-10-13
2024-09-13
Loading full text...

Full text loading...

References

  1. Abdallah, Kristiina
    2010 “Translators’ Agency in Production Networks.” InTranslators’ Agency, edited by T. Kinnunen and K. Koskinen , 11–46. Tampere: Tampere University Press.
    [Google Scholar]
  2. Alvesson, Mats
    2009 “At-home Ethnography: Struggling with Closeness and Closure.” InOrganizational Ethnography: Studying the Complexities of Everyday Life, edited by S. Ybema , D. Yanow , H. Wels , and F. Kamsteeg , 156–174. Sage: London. doi: 10.4135/9781446278925.n9.
    https://doi.org/10.4135/9781446278925.n9 [Google Scholar]
  3. Bernal Merino, Miguel
    2006 “On the Translation of Video Games.” The Journal of Specialised Translation6: 22–36.
    [Google Scholar]
  4. Chesterman, Andrew
    2006 “Questions in the Sociology of Translation.” InTranslation Studies at the Interface of Disciplines, edited by J. F. Duarte , A. A. Rosa , and T. Seruya , 9–26. Amsterdam: John Benjamins. doi: 10.1075/btl.68.03che.
    https://doi.org/10.1075/btl.68.03che [Google Scholar]
  5. 2007 “Bridge Concepts in Translation Sociology.” InConstructing a Sociology of Translation, edited by M. Wolf , and A. Fukari , 171–183. Amsterdam: John Benjamins. doi: 10.1075/btl.74.12che.
    https://doi.org/10.1075/btl.74.12che [Google Scholar]
  6. Dam, Helle V. , and Karen K. Zethsen
    2008 “Translator Status: A study of Danish Company Translators.” Translator14 (1): 71–96. doi: 10.1080/13556509.2008.10799250.
    https://doi.org/10.1080/13556509.2008.10799250 [Google Scholar]
  7. Dam, Helle V. and Karen K. Zethsen
    2009 “Who said low status? A Study on Factors Affecting the Perception of Translator Status.” Journal of Specialised Translation12: 2–36.
    [Google Scholar]
  8. De Mooij, Marieke
    2004 “Translating Advertising: Painting the Tip of an Iceberg.” The Translator10 (2): 179–198. doi: 10.1080/13556509.2004.10799176.
    https://doi.org/10.1080/13556509.2004.10799176 [Google Scholar]
  9. Gaballo, Viviana
    2012 “Exploring the Boundaries of Transcreation in Specialized Translation.” ESP Across Cultures9: 95–113.
    [Google Scholar]
  10. Gold, Raymond L.
    1958 “Roles in Sociological Field Observations.” Social Forces36 (3): 217–223. doi: 10.2307/2573808.
    https://doi.org/10.2307/2573808 [Google Scholar]
  11. Katan, David
    2015 “Translation at the Cross-Roads: Time for the Transcreational Turn?” Perspectives24 (3): 365–381. doi: 10.1080/0907676X.2015.1016049.
    https://doi.org/10.1080/0907676X.2015.1016049 [Google Scholar]
  12. Koskinen, Kaisa
    2008Translating Institutions: An Ethnographic Study of EU Translation. Manchester: St Jerome.
    [Google Scholar]
  13. Kuznik, Anna
    2016 “Work Content of In-house Translators in Small and Medium-sized Industrial Enterprises. Observing Real Work Situations.” Journal of Specialised Translation25: 213–231.
    [Google Scholar]
  14. Lal, Purushottam
    1964Great Sanskrit Plays. New York: New Directions Publishing.
    [Google Scholar]
  15. Mangiron Hevia, Carmen , and Minako O’Hagan
    2006 “Game Localisation: Unleashing Imagination with ‘Restricted’ Translation.” Journal of Specialised Translation6: 10–21.
    [Google Scholar]
  16. Munday, Jeremy , and Yves Gambier
    2014 “A Conversation between Yves Gambier and Jeremy Munday about Transcreation and the Future of the Professions.” Cultus. Journal of Intercultural Mediation and Communication7: 20–36.
    [Google Scholar]
  17. Pedersen, Daniel
    2014 “Exploring the Concept of Transcreation – Transcreation as ‘more than Translation’?” Cultus. Journal of Intercultural Mediation and Communication7: 57–71.
    [Google Scholar]
  18. 2016Transcreation in Marketing and Advertising – An Ethnographic Study. Dissertation, Aarhus University.
    [Google Scholar]
  19. Pym, Anthony
    2007 “On History in Formal Conceptualizations of Translation.” Across Languages and Cultures8 (2): 153–166. doi: 10.1556/Acr.8.2007.2.1.
    https://doi.org/10.1556/Acr.8.2007.2.1 [Google Scholar]
  20. Rike, Sissel M.
    2013 “Bilingual Corporate Websites – from Translation to Transcreation?” Journal of Specialised Translation20: 68–85.
    [Google Scholar]
  21. Risku, Hanna
    2002 “Situatedness in Translation Studies.” Cognitive Systems Research3 (3): 523–533. doi: 10.1016/S1389‑0417(02)00055‑4.
    https://doi.org/10.1016/S1389-0417(02)00055-4 [Google Scholar]
  22. 2004Translationsmanagement: Interkulturelle Fachkommunikation im Informationszeitalter. Tübingen: Gunter Narr.
    [Google Scholar]
  23. Robinson, Sarah
    2008 “Trusting the Method: an Ethnographic Search for Policy in Practice in an Australian Primary School.” Ethnography and Education3 (3): 243–252. doi: 10.1080/17457820802305477.
    https://doi.org/10.1080/17457820802305477 [Google Scholar]
  24. Séguinot, Candace
    1994 “Translation and Advertising: Going Global. Debate.” Current Issues in Language and Society1 (3): 249–281.
    [Google Scholar]
  25. Simeoni, Daniel
    1998 “The Pivotal Status of the Translator’s Habitus.” Target10 (1): 1–39. doi: 10.1075/target.10.1.02sim.
    https://doi.org/10.1075/target.10.1.02sim [Google Scholar]
  26. Toury, Gideon
    2012Descriptive Translation Studies and beyond. Revised edition. Amsterdam: John Benjamins. doi: 10.1075/btl.100.
    https://doi.org/10.1075/btl.100 [Google Scholar]
  27. Venuti, Lawrence
    2008The Translator’s Invisibility: A History of Translation. 2nd ed.Milton Park: Routledge.
    [Google Scholar]
  28. Wolcott, Harry F.
    1999Ethnography: A Way of Seeing. Lanham: Rowman Altamira.
    [Google Scholar]
  29. Ybema, Sierk , Dvora Yanow , Harry Wels , and Frans Kamsteeg
    2009Organizational Ethnography: Studying the Complexities of Everyday Life. Los Angeles: Sage. doi: 10.4135/9781446278925.
    https://doi.org/10.4135/9781446278925 [Google Scholar]
/content/journals/10.1075/ts.6.1.03ped
Loading
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error