Transcreation as a Means of Distinction: The Use of Transcreation in the Translation Industry

Transcreation is a highly controversial topic in the world of academia and translation practice. While translation studies cast a sceptical eye on the meaningfulness of this concept, the translation industry views it as a crucial and emerging field of activity. This chapter aims to delve into the conflicting perspectives surrounding this phenomenon. To achieve this, I will draw upon Bourdieu's theory of practice, which allows to analyse actions within their respective social fields. In this particular case, the focus is on the fields of science and economy, each driven by its own unique interests and various forms of capital. It is within these field structures that the characteristics of terms like “transcreation” and “translation” are shaped, and they must be understood as outcomes of social dynamics. In a next step, I will examine the websites of translation agencies to ascertain the extent to which transcreation is utilised to establish social distinction within the field of economy. I will conduct a thorough investigation of British translation agencies listed on the Translation Directory portal, seeking to answer how consistently transcreation is positioned as a distinct brand in the field of economy.