New Perspectives in Media Translation

Loukia Kostopoulou is a Teaching and Research Fellow in Audiovisual Translation at the School of French, Aristotle University of Thessaloniki, Greece.

Parthena Charalampidou is a Teaching and Research Fellow of Localization/Multimodal Translation at the School of French Language and Literature, Aristotle University of Thessaloniki, Greece.

1 Introduction: Transcreation in the digital age (Loukia Kostopoulou and Parthena Charalampidou)

Part 1: Theoretical perspectives on transcreation
2 Transcreation as a means of distinction. The use of transcreation in the translation industry (Klaus Kaindl)
3 Transcreation. Coming to Hecuba (José Fernando Carrero Martín and Juan José Martínez Sierra)
4 Transcreation, a fact of culture. A creative strategy across audiovisual genres (Alessandra Rizzo)

Part 2: The practice of transcreation
5 The localisation, transcreation and adaptation of cultural realia in video games: The case of cultural (re)presentation in Arena of Valor (Luis Damián Moreno García)
6 Transmedial strategies of retextualisations of multimodal humorous discourse. Turning image-macro memes into reels (Pietro Luigi Iaia)
7 From briefing to voiceover direction: The transcreation workflow in a practitioner's experience (Claudia Benetello)

Part 3: Training the transcreator
8 Transcreation as an instance of journalistic transediting: A case study on metaphors, multi-word ad hoc neologisms and headlines in students' target texts (Heidi Verplaetse)
9 Exploring emotional skills for transcreation. Proactivity as fostering creativity in digital promotional tourism transcreations (Cinzia Spinzi)
10 What are the skills required for transcreators' training? A review-based curricular proposal (Carla Botella Tejera and Oliver Carreira)
11 Promoting and assessing creativity for the training of transcreators: Some inspiring resources (Marián Morón Martín)
12 Transcreation in translation and the age of human-centered AI: Focusing on "human" creative touch (Miguel A. Jiménez-Crespo)