Chapter 6

TRANSCREATION
IN ARTS

Presenter:
Suba, Eddie-lyn P.
Introduction
 WHAT IS TRANSCREATION?
Transcreation is adapting a message from one
language to another while retaining the original
meaning. It's a delicate art that takes a lot of skill
and understanding of the target audience and
languages.
 WHAT'S MORE?
"Transcreation" is coined from the
combination of the words "translation" and
"creation." It represents a process that goes
beyond traditional translation, incorporating
creative adaptation and cultural
understanding to effectively convey the
original message in a different language or
cultural context.
 Do you know?
Transcreation refers to the process of
understanding and interpreting artwork from
different cultural contexts, taking into account the
original intent, cultural nuances, and artistic
elements. It involves appreciating and evaluating
art that has been adapted or created for a specific
audience or cultural setting.
 When engaging in transcreation, one must
consider the cultural background and context in
which the artwork was created. This includes
understanding the historical, social, and artistic
influences that shaped the original work.
Transcreation in art appreciation allows for a
deeper understanding and appreciation of the
artwork by acknowledging the cultural factors
that influenced its creation.
.
Transcreation also involves recognizing the
changes made in the adaptation process. This
includes understanding how the artwork has
been modified to suit a different audience or
cultural context. It requires evaluating how
these changes impact the overall artistic
quality, message, and emotional impact of the
artwork.
 Additionally, transcreation encourages the
exploration of diverse perspectives and artistic
expressions. It allows individuals to engage with
artwork from different cultures, expanding their
understanding of the world and fostering cross-
cultural dialogue. By appreciating transcreated
art, one can gain insights into the diversity of
human experiences and the ways in which art
reflects and responds to different cultural
contexts.
 Transcreation VS Translation
Translation focuses on accurately conveying the meaning of
the source text into the target language, while transcreation
goes beyond translation by creatively adapting the content to
suit the cultural context and preferences of the target audience.
Transcreation involves more flexibility, cultural adaptation,
and artistic expression to effectively communicate the message
while maintaining its impact and resonance.
 WHAT IS THE PURPOSE OF
TRANSCREATION?

With transcreation, the goal is not to simply

duplicate the original text in another language but
to relay the same message in a relevant and
enticing way to the new audience.
 EXAMPLES OF
TRANSCREATION
Transcreation Ideas
 POETRY PERFORMANCE
It uses the stage as the page, transforming poetry
readings into theatrical events. Performances
could be in a form of dance, song, drama, or
combination.
VISUAL POETRY
It uses the page as a canvas to visually represent
the themes, subjects, or sentiments of words in a
variety of shapes and forms..
 DIFFERENT KINDS
OF TRANSCREATION
IN ARTS
 Visual Transcreation
This involves adapting visual artworks, such as
paintings, sculptures, or photographs, from one
cultural context to another. It may involve
modifying certain elements, symbols, or visual
references to make them more relatable and
culturally relevant to the target audience.
 Example
- Transforming a static image into an
animated version to enhance its visual
impact and engagement.
 Literary Transcreation
Refers to the adaptation of written works, such
as novels, poems, or plays, from one language or
cultural context to another. This process involves
not only translating the text but also creatively
adapting it to capture the nuances, style, and
cultural references of the target audience.
 Example
The translation and transcreation of the
works of Pablo Neruda from Spanish to
English by various poets.
 Film Transcreation
Involves adapting movies or cinematic works for
different cultural markets. This may include modifying
certain scenes, dialogues, or cultural references to make
the film more accessible and relatable to the target
audience. It could also involve remaking or reimagining
a film from one culture in a different cultural context.
 Example
- Ang Panday By Fernando Poe
 Performance Transcreation
Pertains to adapting live performances, such as theater
plays, dance performances, or music concerts, for
different cultural settings. This may involve modifying
aspects of the performance, such as costumes,
choreography, or musical arrangements, to align with
the cultural sensibilities and preferences of the target
audience.
 Example
- Adapting a theatrical play or musical for a
different language or cultural setting, while
preserving the essence and message of the
original production.
 Digital Transcreation
With the rise of digital art forms, transcreation has
extended to digital media. It involves adapting digital
artworks, interactive experiences, or virtual reality
content to suit different cultural contexts. This may
include modifying the content, user interface, or
interactive elements to engage the target audience
effectively.
 Example
- Adapting a website or mobile app for
a different language or region,
including translating the content,
adjusting the layout, and localizing the
user interface.
THANK YOU!