Transcreation Flexibility with Hybrid Multilingualism in Algeria

Abstract

This study aims to, first, track the origin of multilingualism phenomenon in Algeria, to identify its nature and status to the target audience. Second, it explores the flexibility of transcreation as a sophisticated technique of translation, to provide a baseline understanding of the transcreational act in translation field. In all, the study point uncovers the structural dimensions of translation via transcreation of the hybrid expression. In the theoretical section, the research collects scientific records of transcreation and projects them on the processing of the hybrid expression of multilingual nature by following the qualitative approach. In the practical section, the present study examines the transcreation of advertisements figures where code-mixing and code-switching practices are manifested to express hybrid multilingualism in the Algerian Daridja, as forms of content creation, concretised from the source-idea and the target expression poly-system. The results highlight the importance of understanding the mechanism of the target expression for its impact on the target audience and its capacity of generating content as forms of translation. The creation feature within transcreation technique helps building original contents with maximum flexibility. This study aims to cover the gap of ‘very little is known’ concerning the hybrid multilingualism nature and reality in Algeria, in order to enrich the literature regarding the identifiers of a society that seems somehow undiscovered to Academia folk. Moreover, the study contributes in the stability and the recognition of transcreation as a term and as an operating technique in translation academic studies and practices.