Talk presented by Dr. Vashini Sharma

Video Summary by Shubham Singh

Across the world, the most interesting factor that exists is intercultural communication. But communicating interculturally has a bigger dimension attached to it. The main aspect of focus in this video is of cross-cultural interaction.

Dr. Vashini Sharma who is the speaker in this video explains that cross-cultural communication through watching animated shows is connecting people with the theme of an idea. It tries to grasp the cultural differences and create a content to which people can relate to. Interestingly the context of communication in this regard depends on communication with language and/or with actions as far as the viewer’s understanding is considered. The success of communication relies on the extent of the message conveyed through the medium. This is where transcreation comes in, which bridges the language barrier and ensures better communication and transfer of content in a subtle manner which is easier to understand.

For those who aren't aware of this term, transcreation refers to an exchange of language or translating a language with the aim to produce the same theme and content as of the previous one.

In the video, one can see an example of cartoons being translated for children. Also, some of the shows don’t include usage of verbal communication but the actions with an aim of expressing emotions to the viewers and generate reactions.

The aspects that have been covered in the video show:

• •The value of Transcreation that links people or groups from different cultures together. It removes the language barrier and provides a scope for the exchange of ideas and concepts.

• •Transcreation has more to do with localization of language for the people living in a particular region. Vaishnavi Sharma shows the example of Indian idioms used in cartoons like Sinchan, which is common in India and is viewed by the majority of children. Every dialogue is relatable to the culture that people usually do.

• •Thirdly a transcreated product intends to showcase the content appropriately. This further leads to the implementation of ideas that one can think or implement upon viewership. Children learning cartoon songs which are trans scripted in Hindi is a peculiar example. Also the moral at the end of a cartoon for children makes them learn something new, which is implemented.

• •The video concludes with the development of the cross-cultural sector. More employment is generated for translators and interpreters which requires skill. The growth of this industry is proceeding and showing better results.

Hence transcreation is not only a language interchange, but it also involves various other facets like cultural linking and relationship building. It also brings in the visualization factor into being which comes in along with familiarity with the language. It can also be used to bring in wit and humor in a native sense.