Translation-Adaptation and Transcreation in Netflix English Epi-titles and their Arabic Equivalents (2016-2021): A Pragmatic, Socio-cultural and Socio-cognitive Approach

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Whether transcreation is a type of “creative translation” or a subtle artistic style of translation, is a question that has been raised over decades within both the translation market and academia. Some preview transcreation as a process that adapts source concepts into the target culture making the audience feel its originality. Others perceive it as a refined artistic way of rendering the source text. Known for its manifold media content, Netflix is a platform that uses transcreation as a translation method for its publicity material including show titles. Nevertheless, little is known about transcreation in Translation Studies. Accordingly, this research paper aims to examine the translation approach Netflix translators follow in rendering titles of media productions, by applying Volkova and Zubenina’s theory of pragmatic and socio-cultural adaptation (2015). This paper opens the way for further studies in the field of transcreation as a new branch of Translation Studies and media translation.

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CDELT Occasional Papers in the Development of English Education
Volume 80, Issue 1
October 2022
Pages 103-131

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