Anchored on the “Architecture of Semantic Domains”, a fundamental issue in Cognitive Semiotics (Brandt 2004), the present work deals with two somehow conflicting conceptualisation framings involved in the craft of translation, namely transcreation and transmigration, in the era of unsettling globalizing forces.
On the one hand, transcreation framings in translation emerge from a shift in semantic domains occurring in the translation process. Taking Almeida (2011) as a point of departure, I argue that on translating Bossa Nova lyrics in Brazilian Portuguese into English D1-scenarios (“physis”) are artfully re-architectured onto D6 (“oikos”) scenarios.
On the other hand, transmigration framings account for the transplantation of text chunks that have travelled intact across time, such as mythological or literary narrative quotations where D7-scenarios (“hieron”) in the original texts are sacredly preserved as D7- scenarios (“hieron”) in the translated texts.
However, the fact that we are living in a global community clearly enhances the emergence of “glocalities” where D-7 scenarios (“hieron”) necessarily combine with D-6 scenarios (“oikos”) forming new aesthetic products, as in (D 9), thus blurring the conflict between transcreation and transmigration.
