https://hdl.handle.net/10481/36058 2026-04-10T20:54:12Z 2026-04-10T20:54:12Z Díaz Millón, Mar https://hdl.handle.net/10481/109920 2026-01-20T08:21:26Z

The Role of Transcreation in Corporate Communication: A Case-Study in the US Healthcare Sector Díaz Millón, Mar In a globalized world, companies need to have their online information linguistically and culturally adapted to access international markets. Transcreation is an interlingual creative re-interpretation of a text made considering the linguistic and cultural differences between the target and the original audiences. One of the main sources of corporate information is the corporate website. The US healthcare sector is one of the major industries in the world. Hence, studying the characteristics of their dissemination of corporate information is relevant to know the keys of a fruitful corporate communication. The main objective of this chapter is to identify the keys of a web transcreation process. It is divided in 1) to elaborate a set of indicators for evaluating web transcreation strategies and 2) to apply these indicators to a corporate website to exemplify their functioning through a case-study. The website of the company Pfizer is analyzed. The original US-English and the Spain-Spanish websites are compared. The analysis provides the keys to a successful transcreation process.

Díaz Millón, Mar Gutiérrez Artacho, Juncal Olvera Lobo, María Dolores https://hdl.handle.net/10481/109898 2026-01-19T12:35:03Z

Transcreation and Creativity in Higher Education: A Task-Based Learning Experience in the Undergraduate Program of Translation and Interpreting Díaz Millón, Mar; Gutiérrez Artacho, Juncal; Olvera Lobo, María Dolores New professional profiles have recently emerged in the translation sector. Within these, transcreation is worth mentioning. Nevertheless, transcreation training is not yet extended within higher education in translation and interpreting. The main objective of this chapter is to present a task-based learning experience introduced in a French-Spanish translation course at the University of Granada (Spain), aimed at promoting transcreation and transcreation skills. This is divided into (1) to describe the task-based proposal, the materials and methods used, and its learning objectives and (2) to identify the strategies the students put into play. Students’ answers were processed with the qualitative analysis software NVivo. Results show that students activated creative strategies to adapt linguistically and culturally the materials proposed and displayed cross-curricular competences such as creativity or decision-making. Including transcreation in translation and interpreting training seems a promising line of research. Nevertheless, further progress is needed in the evaluation of transcreation.

Aulló Saura, Emma Gutiérrez Artacho, Juncal Díaz Millón, Mar https://hdl.handle.net/10481/107224 2025-10-21T09:11:48Z

Transcreation and AI in global marketing: A comparative case study of two telecom websites Aulló Saura, Emma; Gutiérrez Artacho, Juncal; Díaz Millón, Mar This study investigates transcreation in global marketing through a comparative case study of selected sections of Apple’s and Sunstech’s multilingual websites (English<>Spanish). Using the FACT framework, it evaluates content adaptation, cultural localization, and linguistic strategies. Apple employs a hybrid strategy, blending standardization and transcreation, maintaining structural consistency while adapting key visual and textual elements for cultural relevance. Sunstech, however, relies heavily on standardization, with translation deficiencies affecting its cultural and linguistic resonance. The study also explores AI’s role in transcreation, highlighting its efficiency in handling large volumes of content. However, AI-generated translations often lack cultural nuance and creative adaptation, requiring human intervention to ensure cultural and contextual appropriateness. Ultimately, the study advocates for a hybrid transcreation approach that combines technology with human creativity, enhancing global brand communication and positioning in increasingly diverse and competitive markets.

Díaz Millón, Mar Olvera Lobo, María Dolores https://hdl.handle.net/10481/106895 2025-10-08T13:05:39Z

Systematic meta-review on migrant healthcare access: Language barriers and the role of translation Díaz Millón, Mar; Olvera Lobo, María Dolores A key challenge migrants face is communication, particularly when they move to countries whose local language they do not speak. Language barriers create significant obstacles in accessing essential services, especially healthcare. These barriers hinder communication between migrants and healthcare providers, resulting in unmet medical needs and adverse health outcomes. In this context, the role of translation and cultural mediation as tools to bridge communication gaps becomes critical. This study conducts a meta-review of existing literature to examine the barriers migrants face in accessing healthcare and explore the role of translation in these circumstances. A sample of 38 literature reviews were selected for analysis. The methodology followed PRISMA guidelines, and qualitative data analysis was performed using NVivo software. Four key themes were identified: access to healthcare, translation, impact on migrant health, and challenges for migrant women. The findings reveal that language, cultural, and economic barriers create difficulties for migrants. Language barriers prevent migrants from understanding medical instructions, navigating healthcare systems, and building trust with providers. Although translation services have demonstrated their potential to mitigate these issues, they remain underutilized. The study concludes by emphasizing the urgent need for systemic measures to promote equitable access to healthcare for migrants. Recommendations include integrating professional translation services into healthcare systems, training providers in cultural competency, and addressing the economic barriers that prevent many migrants from seeking care. By prioritizing these strategies, healthcare systems can better meet the needs of diverse migrant populations and foster more inclusive, equitable care.

Díaz Millón, Mar Rivera Trigueros, Irene https://hdl.handle.net/10481/106550 2025-09-23T07:49:11Z

La transcreación web desde la perspectiva de las pymes españolas: un estudio desde el sector turístico andaluz Díaz Millón, Mar; Rivera Trigueros, Irene La transcreación es una actividad que ha cobrado impulso en el ámbito de la comunicación empresarial como herramienta de divulgación de información y de marketing digital. Este proceso, que combina creación de textos con traducción, puede ayudar a las empresas a superar las barreras lingüísticas y culturales que las separan de potenciales clientes internacionales. Esto es especialmente importante para las pymes del sector turístico, puesto que para ellas es imprescindible atraer a clientes internacionales. En Andalucía, el sector turístico registra una tasa del 14,8 %, por lo que en esta región es importante observar cómo las empresas de pequeño tamaño están gestionando su comunicación internacional. En este estudio se han recogido las respuestas de 33 empresas del sector turístico andaluz a un cuestionario sobre su forma de divulgar su información corporativa, sobre la gestión multilingüe de su contenido online y sobre sus conocimientos y opiniones sobre la transcreación. Los resultados arrojan que, aunque la mayoría de estas empresas cuentan con un sitio web, poco más de la mitad ofrecen su contenido en varios idiomas, a pesar de que una amplia mayoría lo considera imprescindible para su sector. Además, apenas un 12 % cuentan con profesionales para tratar su contenido. En cuanto a sus conocimientos sobre transcreación, las empresas consultadas no conocían esta actividad, aunque algunos de ellos se percataron de que la estaban llevando a cabo sin conocer el nombre de esta forma de comunicación. Los resultados son positivos y prometedores, puesto que señalan una amplia disposición de las pymes a aplicar estrategias de gestión de contenido multilingüe como traducción o transcreación, aunque lamentablemente, en la actualidad no las apliquen, o lo hagan de manera deficiente.