https://hdl.handle.net/10481/36060 2026-04-11T00:10:24Z https://hdl.handle.net/10481/109920 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. https://hdl.handle.net/10481/109898 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. https://hdl.handle.net/10481/106550 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. https://hdl.handle.net/10481/102836 Language management and health tourism. Localization and transcreation as tools for tourism promotion Díaz Millón, Mar Health tourism is an opportunity for growth in Spain. To attract international travelers, companies need to communicate with them through the Internet and to apply language management strategies, like localization or transcreation. This study aims to identify language management strategies in healthcare corporation’s websites. A sample of companies is compiled and data (processed with the SPSS statistical package) is gathered about their Internet presence, language diversity, presence of the English language and language selection modes. These companies have a strong online presence, although barely half of them apply language management strategies. English is the dominant language and a non-specific international audience is identified. Although the sample companies are oriented towards internationalization, greater language management strategies need to be implemented. FEDER/Junta de Andalucía-Consejería de Transformación Económica, Industria, Conocimiento y Universidades (B-SEJ-402-UGR20) y Ministerio de Ciencia, Innovación y Universidades (FPU18/02698) https://hdl.handle.net/10481/101789 Navigating Healthcare Access for Migrants in Spain: A Scoping Review about Translation and Transcreation Strategies Díaz Millón, Mar; Olvera Lobo, María Dolores Migration, like any other social event, impacts society, creating new communication needs for migrants unfamiliar with the local language. It is then legitimate to question to what extent translation, as a communication facilitator, can contribute to strengthening the rights of migrants. This paper examines how translation, particularly transcreation—a creative reinterpretation of texts to suit different cultural and linguistic audiences—can enhance migrants’ rights. Focusing on healthcare access in Spain, a literature scoping review of 10 scientific papers was conducted using NVivo. The study highlights the significance of migration, the barriers migrants face, and the role of cultural mediation and translational activities. This paper concludes outlining future research lines.