A Review of Transcreation Theory Research and Its Implications for Subtitle Translation of Educational Videos
1. School of Foreign Languages, Central South University of Forestry and Technology, Changsha 410004,
2. Bangor College, Central South University of Forestry and Technology, Changsha 410004,
| Abstract: | Transcreation, as a cross‑cultural communication paradigm that integrates translation with creative reconstruction, has in recent years been regarded as a core competency distinguishing human translators from machine translation. In 2015, the International Organization for Standardization (ISO) included it in the list of value‑added language services, marking its upgrade from sporadic creative practices to a standardized industry service type. This paper aims to systematically review the historical evolution and core connotations of transcreation theory, and to explore its methodological implications for subtitle translation of educational videos. The study begins with conceptual tracing, examining the etymological evolution of the term chuangyi (“transcreation”) in both Chinese and Western cultural contexts. It then divides the development of transcreation theory into four stages: the ancient period of spontaneous practice, the modern period of theoretical germination, the period of globalization and institutionalization, and the current period of localization and diversified expansion. On this basis, the paper elaborates on the multiple connotations of transcreation from four dimensions—textual aesthetics, practical functionality, cross‑cultural communication, and terminological standardization—and distills six core characteristics: translator subjectivity, cultural adaptability, goal‑orientation, methodological diversity, interdisciplinarity, and modality of expression. The study further outlines a five‑step implementation logic of transcreation, which is “goal‑oriented and audience‑centered”: in‑depth interpretation of the source text, target audience analysis, strategy formulation, multidimensional reconstruction, and effect evaluation. Finally, the paper applies transcreation theory to the scenario of subtitle translation for educational videos, proposing four strategies—content restructuring, cultural adaptation, modal synergy, and audience orientation—and advocates that subtitle translation should shift from “language conversion” to “knowledge reconstruction,” ensuring both the accuracy of knowledge delivery and due consideration for learners’ cognitive load and cross‑cultural reception. |
| Keywords: | Transcreation Theory; Cross-cultural Communication; Subtitle Translation; Educational Videos |
| DOI: | 10.57237/j.ssrf.2026.04.004 |
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Received: 25 June 2026
Accepted: 23 July 2026
Published Online: 5 August 2026
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