Microsoft Word Revised Syllabus Ver doc

Transcreation 
Act of translation at its best emerges as an act of transcreation. Transcreation is a 
cross between straight translation and creative copywriting, using specialist translators to 
come up with appropriate and relevant counterparts to word plays or other creative concepts 
while maintaining the sense of the original text. Translations are either too literal and 
abstract, or written in very formal, incomprehensible English, or are philosophically one-
sided reader-friendly “transcreation” offers an unbiased philosophical perspective and 
presents the main theme of the original text in simple ordinary language easily accessible to 
present readers. It enables them to feel that as if it were originally written in their own 
language and they can capture the excitement of discovering its relevance to their own lives. 
Transcreation uses a simple, clear, and non-pedantic style and language that is 
accessible to all levels – yet captures the original theme and concepts in all their complexity. 
That is why the Bengali writers and poets have become so popular in western world although 
they are just one branch in India’s great literary tradition. 
Translation is a tricky business; one of its problems is that the translation sometimes 
reads like translation. In those instances, they do not communicate the atmospherics, the 
flavour of dialogue and the rootedness to the soil that every good translation must have. 
Professor Sukanta Chowdhury, had this to say in his general editor’s preface in the first 
volume of the recent Oxford Tagore Translations; “Literary translation proceeds by a series 
of particular, contingent judgments, virtually a species of inspired ad hocism. For a start, it 
soon becomes imperative to break the translator’s shibboleth that the same word in the 
original must always be rendered by the same word in translation.” 

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According to Anjana Tiwari, in the Indian context, transcreation is the only process 
by which we bridge the gap between different dialects, languages, and cultures. It only 
provides it readers the essence of a particular piece of literature but also creates the lust for 
the reader as the substantial inclusion of real instance of joys and pangs that are necessary 
corollary to the practice as a creative work of art.