Transcreation: Source Content Transition into Another Content Creation via the Source Nucleus and the Target Substitutes

Abstract

The study aims to demonstrate the source nucleus as the stable element, the source variables as unstable elements and their target substitutes in the process of the transition and the creation of contents via transcreation. Moreover, this investigation addresses the theoretical and the practical-knowledge gaps in transcreation research area; to clarify the understanding of the transition and the creation features within transcreation technique dimensions in translation field, through its practical implications. The study’s methodology attempts to collect existing theoretical records in a coherent layout. It projects them on the two poles of departure and arrival of the content, to connect the dots that draw the bigger picture of the source notion and the target one. Our findings indicate that transcreation application is strongly related to elements of use and/or reference, found in the nucleus from the source and the substitutes from the target that all contribute in the process of the transition and the creation of the content. For practical implications, the research demonstrates transcreation application as another creation of content, built from the change, the creation and the importance of transcreation brief for corporate communication services, in particular. This study is one of the first for its originality. It highlights the combination that builds the transcreated content from the source nucleus and the target substitutes. Moreover, it expands the focus on transcreation theory and practicality that happen to be in line with prior research and applications in the target-focused translations area and beyond.