Nota en español sobre “Spanglish”
Page 51 of Book IX from the Florentine Codex. The text is in Nahuatl written with a Latin script. (Photo credit: Wikipedia)
Escrito por Mari D. González
De acuerdo a mi último estudio, los jóvenes quienes aprenden español en su casa – ya sea porque sus padres se lo exigen o porque sus padres no hablan ingles- y que aprendieron ingles a temprana edad, prefieren, al hablar casualmente con sus amigos(as), usar las palabras y frases en español que aprendieron en casa y mezclarlas con términos o frases en ingles que aprendieron en la escuela.
Este proceso de “back and forth” de una lengua a otra no necesariamente incluye palabras comúnmente conocidas como Spanglish.
En mi opinión, las palabras en español inglesadas o anglicismos denotan conceptos nuevos o variaciones de conceptos ya conocidos que se añaden al vocabulario en el lenguaje que fueron aprendidas manteniendo el sonido español por la popularidad de su uso y la funcionalidad que ofrecen.
El use de Spanglish es más común en los mexicanos quienes nos aferramos a un español menos castellano y más Náhuatl y en personas para quienes no es práctico buscar en el diccionario español-ingles la traducción al español de palabras nuevas en ingles.
Latinos Getting More Complex
By Mari D. González
I am very please to have an echo on the fact that the more the number of Latinos/Hispanics in the U.S. increases, the more they need to be segmented because their complexity as well increases.
Last July, I submitted a research paper for possible publication at the Journal of Internationalisation and Localisation (JIAL) titled “Interactive Food & Beverage Marketing: Targeting Latino Youth in the Digital Age.” The study covered:
“Recent interest in the Latino/Hispanic population and culture has lead to fruitful research and increased attention on U.S. Latinos/Hispanics…. Marketing that targets Latino/Hispanic youth, has become promising, specialized, and lucrative. [This study] investigates the type of cultural knowledge marketing researchers are using to target Latino/Hispanic youth…. It explores how the ever-growing access to digital media changes the way the food and beverage companies do business with Latino/Hispanic youth” (Gonzalez, M.D., 2009, p. 4).
My findings show that Latinos/Hispanics specifically youth are creating a new “hybrid” culture which marketers need to take into account. They cannot effectively be reached by Spanish-only media nor are they being attracted to mainstream mass media because they do not culturally identify with it.
Marketers are loosing the mark of this large and continuously growing population of bicultural and bilingual digital media savvy generation if they do no pay attention to what matters to them. For instance, while they listen to the whole spectrum of music in English, from rock to hip pop, they also listen to “rancheras” (Mexican country music) by Vicente Fernandez.
The following information posted by Louis Pagan makes an interesting comparison on how Latinos/Hispanics continue to use their cultural strengths such as “being personal” and “sociable” while using media to network and advertise: http://louispagan.com/?p=453
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