Is current academic teaching aligned with real-world challenges?

Over the years, I have been approached by academics telling me that what I present as transcreation is really nothing else than what they teach as translation. What they do is basically tack the translation label onto any type of work that in some way includes a source and a target-language text. Which, in my experience, is not a good idea. “Why? What’s the problem?” you ask.


Welcome to a website dedicated exclusively to the topic of transcreation.

I have based this site on the books I have written so far, and on the questions and feedback I get from colleagues around the globe. My idea is to make a forum for the exchange of ideas and experiences of language service practitioners in the field of transcreation.