Across Languages and Cultures
Volume/Issue:
Volume 24: Issue 1
Surveying the economics of transcreation from the perspective of language professionals
Author:
Oliver Carreira Pablo de Olavide University | Interglosia Research Group (HUM-996), Spain

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https://orcid.org/0000-0003-1556-1524
Pages:
127–144
Online Publication Date:
07 Jun 2023
Publication Date:
07 Jun 2023
Article Category:
Research Article
DOI:
https://doi.org/10.1556/084.2022.00371
Keywords:
transcreation; language services industry; creative industries; multilingual advertising; marketing; multilingual communication
Restricted access

Abstract

Transcreation is a creative adaptation service that has been studied from the perspective of the language services industry and academia. Despite broad interest in the topic, little is known about the perceptions individual professionals have of this practice. To fill this gap, this paper aims to provide information from this point of view and focuses on the economic characteristics of transcreation. For this purpose, a sociological study based on a survey has been carried out. A total of 360 professionals from all over the world participated in this initiative. The results show that transcreation is considered as a hard-to-automate service. The practice is perceived and paid as a value-added one, and it can be defined as a form of qualified craftsmanship. Likewise, it seems to be a better-paid service than others. Finally, transcreation is demanded not only by language service providers but also by companies in industries such as marketing, advertising, public relations, and communication.

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Across Languages and Cultures
Print ISSN:
1585-1923
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Editor-in-Chief: Kinga KLAUDY (Eötvös Loránd University, Hungary)

Consulting Editor: Pál HELTAI (Kodolányi János University, Hungary)

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EDITORIAL BOARD

  • Andrew CHESTERMAN (University of Helsinki, Finland)
  • Kirsten MALMKJÆR (University of Leicester, UK)
  • Christiane NORD (University of Free State, Bloemfontein, South Africa)
  • Anthony PYM (Universitat Rovira i Virgili, Tarragona, Spain, University of Melbourne, Australia)
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  • Albert VERMES (Eszterházy Károly University, Hungary)
  • Yifan ZHU (Shanghai Jiao Tong Univeristy, China)

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