Transcreation. Coming to Hecuba

The term transcreation has become present, especially in the field of translation, for just over a decade. Initially, transcreation referred to a practice that produced a translated text significantly different from the literal rendition of the source text, showcasing notable and presumed creativity. Over time, the term has evolved to become synonymous with creativity itself. Hence, it seems appropriate and even convenient to take a moment to contemplate what we truly mean when we refer to a text as transcreated. Is transcreation a process that is entirely separate and independent from translation? Is it a service, a method, a strategy, a technique, or something else altogether? In this chapter, we will explore the origins and definitions of the concept. Then, we will go through the different theories and approaches of Translation Studies to see if the arguments put forth by transcreation advocates as an independent and autonomous entity are present in the history of Translatology. Finally, an attempt will be made to catalogue transcreation and conclusions will be drawn regarding its relationship—either of exclusion or of belonging—with the field of translation.