17423

WiSe 14/15: Transcreation: Translation and Creative Writing

Ruth Wishart

Comments

Aims and Objectives This course takes an experimental approach to intercultural communication, with a focus on translation as a tool for communication. While the more traditional approach to translation is to focus on questions of fidelity to the source text, this course will give equal consideration to the target audience and culture, and explore ways in which texts can - and possibly should - be entirely transposed from one language and culture to another in order to elicit the desired emotional response from the target audience. The term transcreation originated in advertising and marketing to describe the process of adapting a message from one language to another while evoking the same emotions and carrying the same implications (the reason why "Haribo macht Kinder froh und Erwachsene ebenso" becomes " Kids and grown-ups love it so, the happy world of Haribo" rather than "Haribo makes kids happy, and grown-ups too"). This course will explore ways in which this concept has been - and can be - applied to other genres, in particular literature. Following what has been called the "creative turn" in translation theory, we will explore how translation is being rethought and redefined in terms of creative writing. We will critically examine the merits of a variety of texts which have taken this domesticating, creative approach to translation/adaptation, including Olivia Vieweg's Huck Finn, a graphic novel which situates Mark Twain's story in Halle an der Saale in 2013, Clive Scott's cubist approach to translating poetry and Chantal Wright's pop translation of Goethe's Faust where Star Wars meets the Rolling Stones. Students will also be required to produce their own "transcreative" translations on a regular basis for analysis and discussion in class workshops. English speakers will generally translate into English; German speakers will generally translate into German. Please note that students who take this course need to have sufficient German language skills to read and understand texts in German (B2). Learning Outcomes During the module, students will develop: " their own imagination, self-criticism and craft through a combination of structured translation exercises and independent work " an understanding of a wide range of creative translation strategies " an awareness of the diversity and interconnectedness of possible approaches to literary translation " critical and creative thinking on their own translation practices as well as those of others Module Requirements Over the course of the semester, students will be required to compile a portfolio of short pieces of creative translation (approximately 2500 words). The basic requirements for gaining 5 credit points are: the completion of the portfolio and regular attendance in the course, including active participation in all translation assignments. close

16 Class schedule

Regular appointments

Fri, 12:00 - 14:00 16 Class schedule

Fri, 2014-10-17 12:00 - 14:00

Lecturers:
Dr. Ruth Wishart