TRANSLATION AND TRANSCREATION: THE SCIENCE AND ART OF CROSS-CULTURAL COMMUNICATION
Kalit so‘zlar
language transfer, semantic meaning, intercultural communication, narrative adaptation, marketing communication, cross-cultural contextAnnotasiya
This article aims at examining the cross-cultural communication and particularly the differences between the terms: translation and transcreation. Translation concerns itself with the technical word-for-word kind of translation in the sense of a reproduction of information from one language to another. Transcreation, on the other hand, translates messages with emotions and inventively recreates the content with regard to cultural beliefs. This makes it important in marketing and media since the attraction of the audience’s emotions makes them loyal. Though translation is a friendly field with the help of AI tools, transcreation melds cultural subtlety and actually, it is better to use the human touch to reflect the mood. Ultimately, both translation and transcreation allow for better and more contextually relevant communication in different globalized contexts.
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