By Karina Lairet
In the past two decades, the explosive growth of the U.S. Hispanic population has been fueled by a massive influx of Latino immigrants in search of the American dream. In 2006, the U.S. Census Bureau estimated that nearly one in every 10 households were Hispanic. This translates to a Hispanic population of nearly 43 million. By 2020, forecasts show that the Hispanic population will reach 60 million; almost 18 percent of the total U.S. population. With such high growth rates, Hispanics have become the most rapidly growing ethnic group in the United States.
The Hispanic population has spread out across the nation faster and farther than any previous wave of immigrants, with the movement of Latinos from immigrant gateways into the suburbs. This influx of immigrants has contributed to a substantial growth in emerging industries and businesses. In fact, their economic influence is growing even faster than their population. As a result, the Hispanic market has become one of the fastest growing demographic segments in the United States, making it an enticing segment for many marketers and product developers.
In recent years, the purchasing power of Hispanics in the U.S. surged to nearly $700 billion, according to new estimates by HispanTelligence. Forecasts predict that this amount will exceed $1 trillion by 2010; a 55 percent increase over 2003 levels. With these growing figures, it is becoming increasingly important for companies in the U.S. to be aware of the need to target Hispanic consumers for their services and products.
www.nytimes.com
www.hispanicbusiness.com
www.census.gov
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By Karina Lairet
What happens when MySpace, one of the largest social networks in North America, aims for a piece of the increasingly influential Latino market? Your result is the launch of a revolutionizing bilingual portal called MySpace Latino. Launched on April 11th, of 2008, MySpace Latino goes beyond the mere Spanish translation of current site features. In fact, it is a completely renovated site specifically tailored to its Latino consumers.
The new site features culturally relevant content that focuses on interests that excite the Latino audience living in the United States. It is geared for bilingual users, giving members the option to choose between English and Spanish versions. MySpace Latino comprises eight new communities that focus on needs specific to the Hispanic population with topics ranging from music and fashion to sports and entertainment. Furthermore, MySpace is expected to collaborate with leading industries in these fields to further develop its new site.
MySpace has an estimated that 9.7 million Latino members, making it the largest social network among Latinos in the U.S. Thus, by revolutionizing and adapting its present settings, it can more effectively target Latinos and thus continue to expand its influence and membership. The company’s continued efforts seem to be paying off, with the addition tens of thousands of Hispanic users each month. The launch of MySpace Latino is just one of the many examples of multinational corporations catering to the needs of their growing number of Hispanic consumers.
References:
http://news.cnet.com/8301-13577_3-9913650-36.html
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( 3.1 / 27 )By Karina Lairet
When a key symbol of national identity like the Star-Spangled Banner was released in Spanish, many saw it as a significant step toward embracing the growing population of Latinos in America. Numerous Latino pop artists including Carlos Ponce, Ivy Queen, Gloria Trevi, Tito "El Bambino," and Olga Tañon were hired to record the new version titled Nuestro Himno. Music producer Adam Kidron released the Spanish version to honor the millions of Latino immigrants seeking a better life in the U.S.
This translation into Spanish includes several departures from the original lyrics. The Spanish translation of the first few lines remains relatively faithful to the spirit of the original, except that references to bombs and rockets were avoided. Subsequent lines which were more obscure were practically rewritten, with the incorporation of phrases such as "we are equal, we are brothers" to promote the values of unity and equality. Nuestro Himno was distributed to various Spanish-language radio stations throughout the country, many of which encouraged huge numbers of protesters to take to the streets lobbying for immigration reform.
The release of Nuestro Himno generated mixed reactions within the diverse American population. Many conservatives view the rendering of the song in Spanish as a rejection of assimilation into the United States. However, it is important to note that this new version was intended to spread American ideals of freedom and unity to a wider audience of non-native English Speakers. Americans have long enjoyed different interpretations of the Star Spangled Banner, including country, gospel and even rap arrangements. Many argue that this Spanish-language release is no different. As the Hispanic population continues to grow in size and influence, it is important for people to embrace the spread of American ideals and patriotism to this emerging group.
References:
nytimes.com
washingtonpost.com
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( 3 / 39 )By Karina Lairet
Young Hispanic rappers use it in music, while poets and novelists are adapting it to their literary endeavors. Spanglish is soon becoming the language of choice for a growing number of Hispanics in America. Even Spanish-speaking television stations Telemundo and Univision are incorporating this new dialect into their daily broadcasts. Many recognize the potential of Spanglish as a powerful tool that taps into a bicultural world and targets the lucrative Hispanic Market.
Maria Conchita Alonso’s new Telemundo variety show called Al Dia is a key example of the increased prevalence of Spanglish in the media. “How are you? Que lindos se ven todos!” she says as she enthusiastically greets the crowd. The mixing or code switching of Spanish and English comes naturally to her and is well received by the predominately bilingual audience. The show has been such a hit that it will be switched to prime time this season. Telemundo is not alone in its endeavor to indoctrinate Spanglish into the media. Critically acclaimed Hispanic writers Ana Castillo, Julia Alvarez and Sandra Cisneros regard it as a legitimate, creative form of communication and routinely incorporate it into their works. These prior examples demonstrate the increasingly widespread use of Spanglish throughout the media and popular culture.
If used wisely, Spanglish can be a powerful advertising tool to profit from the growing purchasing power of Latinos acculturating to America. At the same time, its prevalence poses a challenge for translators throughout the world, more specifically with respect to the localization of Professional Spanish translations. The many variations of Spanglish make it difficult to exactly translate a phrase and ensure that the entirety of a diverse Latino audience will comprehend the message. Inevitably, these issues must be addressed by the Spanish-Language advertising and translation industries as millions of acculturated Hispanics take on more prominent roles in business, media and the arts, giving this new dialect growing influence.
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( 3.1 / 37 )By Karina Lairet
Translation is an art, not a science. In particular, the translation of literary texts is a complex task. It requires the translation of not only the literal meaning, but also the melody, tone, and rhythm. The Latino market is a substantial consumer of published materials including books, newspapers, magazines, journals, etc. Thus, text translations must not only translate the ideas but also retain the natural flow of the source to maintain levels of readership. This task can turn out to be quite a challenge, and often a mediocre translation can distort the meaning and quality of the original text.
This is the case of critically-acclaimed author Isabel Allende’s recent work titled Ines of My Soul. On November 12, 2006, the Atlanta Journal-Constitution published a literary review of this text. One of the critics, Greg Johnson, tore the English translation to shreds, criticizing its excessive use of clichés and incorrect use of the verb “to be.” These two elements diminished the work’s cohesion and readability. However, Johnson cited that these errors were likely due to inaccuracies in its translation from Spanish. This is a key example of how a novel given raving reviews throughout Latin America was deemed of poor literary quality in English-speaking markets because of a poor translation.
Although a professional Spanish translation will never exactly replicate the original work, it is possible to retain its essence and level of quality. For instance, Gabriel Garcia Marquez, acclaimed author of the epic One Hundred Years of Solitude, said its translation to English actually improved on the original. To properly translate a literary work, it is crucial for the translator to have a vast knowledge of the source and target language as well as an understanding of the work’s context and purpose. Only by retaining the agreement, coherence, and cohesion of the original will a translated work have the same literary quality and acclaimed success.
References:
translationdirectory.com
nytimes.com
revistaelite.com
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