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Distinguishing transcreation from translation: exploring strategies to render gender stereotypes

Academics have long debated the similarities and differences between translation and transcreation. Despite extensive discussion, few studies have examined these distinctions through the lens of the strategies adopted. In response, this study explores how strategies of translation and transcreation...

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Main Authors: Zhu, Li, Ang, Lay Hoon, Sun, Yanna
Format: Article
Language:English
Published: SAGE Publications 2024
Subjects:
Humanities
Translations
Applied linguistics
Online Access:http://psasir.upm.edu.my/id/eprint/114378/1/114378.pdf
http://psasir.upm.edu.my/id/eprint/114378/
https://journals.sagepub.com/doi/10.1177/21582440241289818
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spelling my.upm.eprints.1143782025-01-20T00:51:08Z http://psasir.upm.edu.my/id/eprint/114378/ Distinguishing transcreation from translation: exploring strategies to render gender stereotypes Zhu, Li Ang, Lay Hoon Sun, Yanna Academics have long debated the similarities and differences between translation and transcreation. Despite extensive discussion, few studies have examined these distinctions through the lens of the strategies adopted. In response, this study explores how strategies of translation and transcreation are utilized to render gender stereotypes within a specific text type. The theoretical framework is grounded in Karoubi’s categorization of translating gender and Ketola’s types of transcreation strategies, which focus on how gender is interpreted and represented across languages and cultures. Utilizing a qualitative approach, this research analyzes English fragrance product descriptions and their Chinese versions across 12 brands, comprising 224 pairs of descriptions. The findings reveal significant differences in the use of target culture-oriented strategies, with transcreation employing these strategies in approximately 90% of cases, compared to only about 50% in translation. The results suggest that the primary distinction between translation and transcreation lies in the extent to which practitioners alter the source text when creating new content. Moreover, identifying strategies of translation and transcreation based on the established framework could also help distinguish transcreation from translation. These findings contribute new empirical insights to the ongoing debates about the distinctions between translation and transcreation. SAGE Publications 2024-10-30 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/114378/1/114378.pdf Zhu, Li and Ang, Lay Hoon and Sun, Yanna (2024) Distinguishing transcreation from translation: exploring strategies to render gender stereotypes. SAGE Open, 14 (4). pp. 1-16. ISSN 2158-2440 https://journals.sagepub.com/doi/10.1177/21582440241289818 Humanities Translations Applied linguistics 10.1177/21582440241289818
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
topic Humanities
Translations
Applied linguistics
spellingShingle Humanities
Translations
Applied linguistics
Zhu, Li
Ang, Lay Hoon
Sun, Yanna
Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
description Academics have long debated the similarities and differences between translation and transcreation. Despite extensive discussion, few studies have examined these distinctions through the lens of the strategies adopted. In response, this study explores how strategies of translation and transcreation are utilized to render gender stereotypes within a specific text type. The theoretical framework is grounded in Karoubi’s categorization of translating gender and Ketola’s types of transcreation strategies, which focus on how gender is interpreted and represented across languages and cultures. Utilizing a qualitative approach, this research analyzes English fragrance product descriptions and their Chinese versions across 12 brands, comprising 224 pairs of descriptions. The findings reveal significant differences in the use of target culture-oriented strategies, with transcreation employing these strategies in approximately 90% of cases, compared to only about 50% in translation. The results suggest that the primary distinction between translation and transcreation lies in the extent to which practitioners alter the source text when creating new content. Moreover, identifying strategies of translation and transcreation based on the established framework could also help distinguish transcreation from translation. These findings contribute new empirical insights to the ongoing debates about the distinctions between translation and transcreation.
format Article
author Zhu, Li
Ang, Lay Hoon
Sun, Yanna
author_facet Zhu, Li
Ang, Lay Hoon
Sun, Yanna
author_sort Zhu, Li
title Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
title_short Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
title_full Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
title_fullStr Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
title_full_unstemmed Distinguishing transcreation from translation: exploring strategies to render gender stereotypes
title_sort distinguishing transcreation from translation: exploring strategies to render gender stereotypes
publisher SAGE Publications
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/114378/1/114378.pdf
http://psasir.upm.edu.my/id/eprint/114378/
https://journals.sagepub.com/doi/10.1177/21582440241289818
_version_ 1823093138123653120
score 13.235796

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