chapter  3
The Context of Localization: Children’s Television in Western Europe and the Arabic-Speaking World
ByJEANETTE STEEMERS
Pages 15

Audiovisual Translation is an academic umbrella term that covers all types of linguistic and semiotic transfers of audiovisual texts. Digital technologies have accelerated the pace of change not only in film and TV production, but also in audiovisual translation. The advent of digital technology has provided ubiquitous entertainment, communications, and online connectivity. New genres, like videogames, comic books, corporate videos, infomercials, or webtoons, among others, are flooding the audiovisual market and also need audiovisual translation practices and what is even more interesting, a combination of audiovisual translation practices to cross country borders and reach audiences all over the world. A popular new term now on everyone's lips in the academic circles of Film Studies and Translation Studies is transcreation. Transcreation goes beyond linguistic creativity. It is a form of enhanced localization that encompasses the adaptation of non-linguistic codes to the supposed likes of the target audience, especially the musical code and the iconographic and graphic codes.