Author:

Keywords:

Transcreation, Transediting, Journalistic translation, Translation didactics, Intercultural communication, Language service provision

Abstract:

ABSTRACT: In the era of machine translation, AI and automatic text generation, demarcating the role of aspiring language professionals poses many challenges. In this context, the challenge lies perhaps mainly in the perceived role and contribution of language service providers. This seminar will discuss some possible aspects and strategies of language service provision which may also be attractive to (future) students in programmes of applied linguistics and translation, intercultural communication or journalism studies. One aspect concerns the interlingual rendering of creative content with a view to transferring similar (degrees of) impact from a source language text and culture to a target context by means of transcreation (cf. Katan 2021; Carreira 2022, 2023; Díaz-Millón and Olvera-Lobo 2023). Transcreation has typically been discussed in the context of marketing and advertising (Pedersen 2014). Yet, it may also be found in other contexts, such as that of journalistic translation or transediting (Stetting 1989; cf. also Valdeon 2010, 2014), where impactful interlinguistic and intercultural renderings of metaphors, neologisms and ad-hoc new word creations, and notably headlines can generate the impact to sell local news in foreign target cultures. We will look at instances where these three aspects were studied in applied language students’ transediting of journalistic texts. Apart from sections prone to a transcreative approach, journalistic transediting also relies on writers’ ability to summarize source text content conceptually to relevant target texts. Typically, in journalistic practice, this entails multiple source texts being integrated into a single target text which then, ideally, provides a relevant narrative to the target culture readers (cf. van Doorslaer 2012; Bassnett 2005; Bielsa and Bassnett 2009). The target text narrative then derives from the coherently integrated content from the different source texts. Added value in language service provision and student training may be found in such integrated coherent narratives based on multiple sources. Possible avenues to train students to produce coherent and credible narratives on this basis will be discussed in terms of didactic scaffolding opportunities (cf. also Calvo 2015; Morón and Elisa Calvo 2018) and didactic support by means of AI-generated text. REFERENCES: Bassnett, Susan. 2005. Bringing the news back home: strategies of acculturation and foreignisation. Language and Intercultural Communication, 5 (2): 120-130. DOI: 10.1080/14708470508668888 Bielsa, Esperanca, and Susan Bassnett. 2009. Translation in global news, London: Routledge. Carreira, Oliver. 2020. The transcreation brief: A definition proposal. Transletters. International Journal of Translation and Interpreting 4: 23-38. Carreira, Oliver. 2022. Is transcreation a service or a strategy? A social study into the perceptions of language professionals. Babel 68 (4): 498–516. https://doi.org/10.1075/babel.00277.car | Carreira, Oliver. 2023. Surveying the economics of transcreation from the perspective of language professionals. Across Languages and Cultures 24 (1): 127–144. DOI: 10.1556/084.2022.00371 Calvo, Elisa. 2015. Scaffolding translation skills through situated training approaches. The Interpreter and Translator Trainer 9 (3) : 306-322. Díaz-Millón, Mar, and María Dolores Olvera-Lobo. 2023. Towards a definition of transcreation: a systematic literature review, Perspectives, 31 (2): 347-364. https://doi.org/10.1080/0907676X.2021.2004177 Katan, David. 2021. Transcreation. In Handbook of Translation Studies, eds. Yves Gambier, and Luc van Doorslaer, 221-226 Amsterdam: John Benjamins. https://doi.org/10.1075/hts.5.tra19 Morón, Marián, and Elisa Calvo. 2018. Introducing transcreation skills in translator training contexts: A situated project-based approach. The Journal of Specialised Translation (JOSTRANS), 29: 126-148. https://www.jostrans.org/issue29/art_moron.pdf. Pedersen, Daniel. 2014. Exploring the concept of transcreation – Transcreation as ‘More than translation’?. CULTUS – the Journal of Intercultural Mediation and Communication 7: 57–71. Stetting, Karen. 1989. Transediting, a new term for coping with the grey are between editing and translating. In Proceedings from the Fourth Nordic Conference for English Studies, eds. G. Caie, K. Haastrup, A.L. Jakobsen, A.L. Nielsen, J. Sevaldsen, H. Specht, and A. Zettersten. Copenhagen, University of Copenhagen, 371–382. Valdeón, Roberto A. 2010. Translation in the informational society. Across Languages and Cultures, 11 (2): 149–160. Valdeón, Roberto A. 2014. From Adaptation to Appropriation: Framing the World Through News Translation. 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