Creative practices in translation of transmedia projects

Abstract

Development of new media channels gives professionals in the field of entertainment a unique opportunity to disseminate their content across different media platforms, thus providing the recipients with brand new entertainment experiences. On one hand, so-called transmedia projects allow for the creation of projects’ universes and engagement of diverse target audiences all around the globe. On the other hand, this type of storytelling imposes certain challenges for translators, because the very nature of transmedia requires a special approach to translating its components. The aim of the research is to show how creative translation practices – transcreation, transadaptation, and transculturation – can be used for the purpose of transmedia projects’ translation. The author reveals several key factors that complicate the process of translating transmedia projects and argues that creative practices can be applied effectively in an attempt to overcome said factors and tailor translations to the expectations of transmedia projects’ creators and recipients.