Title: Towards a definition of transcreation: a systematic literature review
Authors: Mar Díaz-Millón, María Dolores Olvera-Lobo
Published: 2021-12-03
Link: https://www.tandfonline.com/doi/full/10.1080/0907676X.2021.2004177
Abstract
‘Transcreation’ has appeared in the last decade as a translation-related activity consisting in the creative reinterpretation of texts to suit the characteristics of an intended audience. However, the scientific literature surrounding transcreation does not offer a homogenous definition of the term. Given these disparities, the main objective of this work is to create a reliable source of reviewed scientific information about the topic. A sample of scientific works regarding the topic ‘transcreation’ has been compiled from databases and repositories of recognized reliability and has been analyzed with a qualitative data analysis software (NVivo). Findings show that research on transcreation expanded significantly between 2015 and 2019 and that most studies are of a qualitative nature. A critical analysis of the content connects transcreation with other fields of research: translation, communication, advertising and poetry. Following a concept-centric approach, this Systematic Literature Review has permitted the formulation of definitions for transcreation and the landscape of academic research on the topic to be outlined.