Introduction. The wheres, whats and whys of transcreation

As the Translation Studies community advances in an increasingly networked globe and the new market needs change, the range of interests of translation as a discipline broadens, new proposals are put forward by the market stakeholders and new challenges are discussed in academia. Since the conventional model of one-on-one agency and client is being replaced by a vast global network of translators, new modes of translation, such as fansubbing, fandubbing, crowdsourcing and transcreation, have challenged the traditional structure of the translation market and ethics of the discipline. Against this backdrop, a debate has emerged around translation and transcreation (see Cultus 2014), mostly in terms of differences between the two practices and issues such as creativity. The future of translation as a profession–as we once knew it–seems to be under pressure (see Katan 2014); indeed, the word itself seems to be suffering from a poor reputation (Gambier 2016).