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El párrafo al final escrito por Alex Gonzlar describe claramente el sentimiento de ser Latino en Estados Unidos o lo que es identificarse con los demás inmigrantes de Latino América.
“El momento final de la ceremonia de entrega de los Premios Oscar, y uno de los momentos más importantes de toda la noche…; cuando el director Alejandro González Iñarritu, de descendencia o ascendencia mexicana, y quien ya había ganado minutos antes, el Premio como Mejor Director; luego, al recibir su Premio Oscar, a la Mejor Película, pidió la atención de todos, al final, para un extraordinario mensaje a favor del movimiento pro-Reforma migratoria en esta nación, al decir lo siguiente : “Para finalizar, solo quiero tomar un segundo, quiero dedicar este premio también a mis compatriotas mexicanos…, aquellos que viven en México.., es mi oración que podamos construir el gobierno que todos merecemos…; y para aquellos que viven en esta nación, quienes son parte de la más reciente generación de inmigrantes en este país…, es mi oración también, que puedan ser tratados con la misma dignidad y respeto de todos aquellos que vinieron antes, y construyeron esta increíble NACION DE INMIGRANTES…!!”
Wowww…!! Tremendo mensaje político…; valiente, fino, claro, fuerte, elegante, consistente, honesto, y directo a la yugular….!!! Excelente hermano Alejandro…, gracias, porque aun cuando no somos mexicanos, indirectamente nos incluiste a todos quienes somos inmigrantes, y nos sentimos en ese instante, completamente identificados con tus palabras….!!! Gracias, amigo…!! #OscarAwards Alex Gonzlar
By Mari D. González
The demographic shift presents challenges and offers opportunities to companies and organizations that attempt to understand and serve diverse populations and their broad set of dynamics.
“Asians were the nation’s fastest-growing race or ethnic group in 2012. Their population rose by 530,000, or 2.9 percent, in the preceding year, to 18.9 million.” –U.S. Census Bureau
“Latinos now account for 17% of the U.S. population, up from 13% in 2000.” -PHC, 2011 Census
“One in six Americans is Hispanic. Ignoring Latino tastes is daft which is why American firms are at last getting serious about pursuing the Hispanic dollar.” –The Economist, May 2013
“Native Hawaiians and Other Pacific Islanders (climbing 2.2 percent to about 1.4 million), American Indians and Alaska Natives (rising 1.5 percent to a little over 6.3 million), and blacks or African-Americans (increasing 1.3 percent to 44.5 million) followed Asians and Hispanics in percentage growth rates.” –U.S. Census Bureau
This growth and demographic shift presents challenges and offers opportunities to companies and organizations that attempt to understand and serve diverse populations and their broad set of dynamics.
By Mari D. González
I am pleased to learn that there is a newly formed national professional organization that addresses cross-cultural understanding in marketing –The Cross Cultural Marketing and Communications Association (CCMCA). This organization will facilitate and expand a much-needed cross-cultural perspective in the U.S. Thus, the idea that there is a dominant culture to which everyone should adhere is beginning to lose popularity. This acknowledgment informs us that the exponential growth of U.S. micro cultures, or so- called minority groups, can no longer be ignored.
In the last few decades, the conversation on ethnic marketing has paid a lot of attention to Hispanics. At the beginning of 2013, driven by census results in population growth of Asians, African-Americans, and Latinos and by a larger display of political power from those emerging groups, we began to hear less about Hispanic marketing and more about multicultural marketing.
Nevertheless, the term multicultural had already lost its distinctive meaning because it has been overused. “Multicultural” became the kind of I-feel-good-using-it-but-do-not-know-what-it-really-means expression. It lost meaning because many people used it thoughtlessly. Most people do not dare to learn about the culturally different unless they live in Oakland, CA, where there is greater diversity and they are likelier to make friends with people of other ethnicities.
On the other hand, cross-cultural, which means looking at similarities and differences, places social groups on a level playing field. Cross-cultural communication promises to see groups without any hierarchy, to cross over and even get closer to another cultural group. In cross-cultural communication, we learn by looking at how these cultural groups see themselves as opposed to how they have been perceived by the macro or dominant culture, which in this case, would be considered top-cultural instead of cross-cultural.
As a professional interculturalist who has done cross-cultural analysis in marketing, I could not be more delighted that a nation-wide professional marketing organization now exists and has the potential to address domestic, as opposed to international, issues related to culture in marketing and communications. This is an internal, inside the country, analysis of the relevance that the many ethnicities and social groups have in this country instead of, for instance, looking at the Chinese or the European markets.
By Mari D. González
A cross-cultural report, developed jointly by the U.S.’s Interactive Advertising Bureau (IAB) and the Interactive Internet Advertising Committee of China (IIACC) shows the divergence of mobile behavior between Chinese and Americans.
This cross-cultural study on smartphone use shows that the Chinese are more engaged with print media than with watching TV in comparison to the general U.S. consumer. Also, the Chinese are less attached to their devices.
Based on Helen Legatt’s article, the differences are as follows:
“While U.S. consumers reported using their smartphones as a secondary
device, while consuming media from other sources, Chinese smartphone
users reported engaging less with other media. Over a quarter of Chinese
(28%) said they watch less television and 27% read less print media.
Overall, when compared to their U.S. counterparts, Chinese smartphone
users were 86% more likely to report less television viewing and 42%
more likely to engage with print media.
At the same time, Chinese smartphone users are less attached to their
devices. While 69% of U.S. consumers said they would not leave home
without theirs, few Chinese felt the same way (6%). Furthermore, while
35% of U.S. smartphone users say that their device is the first thing
they reach for in the morning, just 7% of Chinese did so.”
By Mari D. González
THE PREMISE: “America’s corporations can no longer ignore Hispanic marketing like Mitt Romney did.”
THE RELUCTANCE: “Companies [have failed] to understand the importance of being culturally relevant because they first-and-foremost have their brand’s interests – rather than Hispanic consumer’s cultural values, preferences and passion points – at heart.” Armando Azarloza
THE CHALLENGE: “Companies are deprived of diversity in leadership, [thus] lack the imagination, creativity, authenticity and innovation to market to today’s fast growing demographic shift.”
AND THE GOOD NEWS: “Hispanic small businesses are growing at twice the rate of the national average – generating over $350B in annual revenues (that some estimate is closer to $650B).”
By Mari D. González
The less segregation, the more assimilation. It is a give and take situation.
The highest level of education a Latin American immigrant has, the more willing he/she is to assimilate. Yet, he/she gives up his cultural origins. In terms of their level of integration in the U.S., there are implications for both the Mexicans and the more assimilated Latin American groups in the U.S. While the later might enjoy greater economical benefits than Mexicans, Mexicans is the only ethnic group that has kept its cultural roots generation after generation at the expense of not enjoying such economical benefits.
While Mexicans have refused to assimilate, they have influenced the U.S. culture in every way. A couple hundred years from now, the only culture alive in the U.S. will be the Mexican (Dia de los Muertos, piñatas, mariachi, tacos, etc.). The rest will be passing technology, brands, and disposable things. Mexicans have the ability to layer several cultures without renouncing their own. I’m very proud of every single bilingual and bicultural Mexican-American in the U.S.
By Mari D. González
I attended the International Federation of Translators – FIT 19th World Congress in San Francisco representing the International Medical Interpreters Association – IMIA and participated in two of the sessions on August 3 and the Key Note Session on August 4. Here are my notes from the two sessions.
- Quality is in the eye of the beholder or defined by what the client wants.
- Standards are the requirements that ensure quality but do not delineate the “how” or “what” in a translation project.
- Standards define and measure the process, customer satisfaction, and the requirements.
- Basic translation job requirements are:
- Must done by a native speaker
- Who is a subject matter expert
- Has a number years of experience
- The translation process should include:
- Client-approved glossary agreed by translator
- ISO(International Organization for Standardization) is the world’s largest developer and publisher of International Standards.
- GALA(Globalization & Localization Association) has developed new standards.
- Localization Standards are:
– EN15038 Europe
– ASTMF2575-06 International
– SAE-J2450 Automotive criteria (acknowledged because it taps into terminology and grammar)
In sum, the standards ensure a “process” that is uniform but not necessarily measure the “quality” of the content.
- In Europe, translations are done by a team of professionals that include a:
- Final Verificator
- Standards are overseen by the European Commission and focus on:
- In the U.S., standards are more detailed and include:
– Terminology and tools
– Specifications based on job standards and client’s requests such as:
- The editing and proofreading can be done by the translator.
- Standards are about meeting the expected requirements of the outcome.
- Mr. Ciyun described the current challenges China faces since the demand for translations has grown beyond the capacity to establish a nation-wide uniform translation process.
- The biggest challenged is the conflict between the market share and ensuring quality with the goal on customer satisfaction while working on the urgent need for standardization.
- An important fact he shared was the earnings disparity between a translator and an interpreter. An interpreter can make $1,000 per day compared to $30 per day earned by a translator.
- He spoke of
– A fast growing industry
– Chaotic market orders
– Translations that began as in-house work for which there is no regulation
– 1 million people is involved with doing translations
– Translators are faced with new Chinglish (English and Chinese) terms.
By Mari D González
Last summer, I presented at the Localization Industry Standards Association (LISA) conference held at UC Berkeley and one of the participants asked me at the end, “How do you feel about presenting when most of your fellow Mexicans are labor workers?”
I wishfully thought he had come across post-colonial studies given that he was a university professor abroad. I had overheard him talking about teaching a graduate course in Thailand. My assumptions resulted from a positive stereotype that is just as insidious.
I did not care to answer his question because it was not one I would have ever asked myself. Instead, I wondered if he, in the effort of protecting his ego, avoided asking: “How do I feel by listening to a Mexican given the unquestioned perception I have chosen to hold about her?”
My “Mexicaness” experience has been shaped by a series of life events. I did not grow up in the U.S. and thus was devoid of its color-classification through enculturation. Growing up in Mexico, I mingled and felt equally comfortable with my well-off relatives from Mexico City as with my father’s students at his materially-poor-but-dignifying-rich rural school where I attended first and second grades before entering the only private school in my hometown. I certainly could not have any sympathy for this professor’s views or feelings.
Yet, through his inquiry, he had informed me of his narrow individually-held perception and how he declined to challenge it by diffusing it toward me. He refused to expand his stereotype when he had the opportunity to. Unfortunately, he chose to see the little and tiny side of the broader whole despite of his long-traveled and -lived life.