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Avoiding The Translation Trap

According to Juan Tornoe, author of Hispanic Trending and CMO for Cultural Strategies, "When marketing to a culturally and ethnically diverse audience in the United States, you really need to put your money where your mouth is if you want to secure a specific segment of the community as loyal, long-term customers." I couldn't agree more.

One of Juan's clients decided to reach out to its diverse Hispanic customer base with an enticing drawing, so it proceeded to translate its English marketing piece into Spanish. Because the company's customers varied in their amount of acculturation, a strong bilingual piece was needed.

That's where the translating train ran off the track!

Juan and his agency gave the company's translated piece a thorough review and, "were faced with the task of telling their customer that the Spanish language version would be ineffective at the very least, if not totally counterproductive." Ouch! Why did this happen?

The translator didn't "understand the client’s industry and, they had no clue on how to translate persuasive concepts/ideas – ‘transcreate’ – from one language to another."

Creating concept translations or any translation for that matter is an art form in itself. Throw your idea of literal translations or "computer enhanced" translations out the window! The days of using those tools are gone! Besides, they never worked anyway. Computer translating options are only good for a word or two at best.

Remember: A machine only knows what you tell it, and it will never be able to get the nuances of human speech. Garbage in garbage out, as the IT guys say.

Still, many companies that decide to translate pieces into Spanish make the decision to get the work done as cheaply as possible, without realizing two important things.

First, translation is an investment. Spend the money you need to spend to get it done right the first time.

Second, you will get exactly what you pay for if you try to cut corners: an ineffectual, badly translated piece that may not even be readable!

It shocks me when I see companies with the financial means to get a translation done the right way ask a Spanish-speaking employee to undertake the project without knowing the employee's educational level, abilities in English, or translation experience. Anyone who speaks Spanish can translate, right? Absolutely not. That's like saying that anyone who can speak English can craft a best-selling novel!

When having your firm's documents translated, the buck you save in the short run will cost you a mint in the long run! 

Also, I prefer translation that is done by team effort. Having several sets of eyes reviewing a piece can solve a multitude of problems, especially if your team comes from different places in Latin America.

According to Tornoe, "Communicating concepts in a different language, while maintaining the ‘spirit’ of the message, keeping its true meaning and persuasiveness, even if it means completely re-writing it and not leaving a single word of the original language’s version – that, my friend, is an art."

Here are some tips for avoiding the translation trap:

1. Budget appropriate funds for the project. Translating is an investment!
   
2. Ask translating companies for samples of their work and references from clients.
3. If it's a marketing piece, use a company that specializes in "concept" translations with a proven track record in Hispanic marketing and advertising.
4. If it's a legal piece, use a translating company specializing in "legalese." Your company's reputation and liability are on the line!
   
5. Never use computer generated translations!
6. Use the team approach.Working with native speakers from several different companies will give you a variety of perspective and help you with broader readability.
   

Pumpkin Soup: Latin Style

Ingredients
Olive oil, salt and pepper
2 lbs. of pumpkin peeled and cut into large chunks
2 large Vidalia or white onions – large dice
1 green bell pepper – large dice
1 red bell pepper – large dice
2 cloves garlic - crushed
6 Roma tomatoes – large dice
2 cups dry white wine (optional)
2 quarts Chicken stock
2 quarts heavy cream
Fresh thyme leaves to taste – approximately a dozen sprigs.

Instructions
Preheat oven to 350 degrees.

Put the pumpkin on a baking sheet and drizzle it with olive oil to keep it from sticking. Also season it with salt and pepper. Bake the pumpkin in the oven about a half an hour until it is tender.

In a large pot, heat ¼ cup of olive oil and sauté the onions, peppers, and garlic until tender. Add the diced tomatoes and cook another 3 minutes.

Add the white wine and stir to blend the flavors. Next add the heavy cream, roasted pumpkin, and thyme. Bring to a slow boil for 20 minutes. Stir frequently.

Before serving, purée the mixture and strain. Adjust the seasonings if needed.

This recipe can be prepared the day before and heated prior to serving on Thanksgiving Day for a distinctive and different first course!

Thanksgiving Feast and Fiesta

Americans celebrate Thanksgiving with great relish—and lots of other things too. It’s a holiday that fills us with much more than food. It feeds our national spirit. Thanksgiving brings together families across the nation to celebrate our common heritage and culture. It reminds us of our blessings and the importance of the multitude of freedoms we enjoy. It binds our souls together and helps to make us one nation.

While we commemorate the feast the Jamestown Pilgrims held with Native Americans in 1621, it’s interesting to note that the Spanish documented Thanksgiving events almost a hundred years earlier! Starting in 1513, Thanksgiving celebrations can be traced to Spanish-speaking explorers, who paused to thank God for his blessings and to celebrate the amazing splendor of the New World. The early Spaniards were prolific writers and documented each one beginning with a feast held by Juan Ponce De Leon in 1513. Another Thanksgiving feast is attributed to Pedro Menendez De Áviles, who presided over a meal which was also attended by Native Americans. They celebrated the founding of San Augustine in 1541 eighty years before Thanksgiving was commemorated in Jamestown.

Early Thanksgiving feasts celebrated the beginnings of a powerful, multi-cultural society, rich in diversity even from its beginning in the 16th century.

Now, Thanksgiving has transcended and means even more to us than what our founding fathers and mothers intended. It’s a true celebration of family ties and a unique reflection on the positive aspects that being an American brings. This is particularly true for first and second generation immigrant families.

Imagine what it feels like to celebrate your first Thanksgiving as an American citizen with your family and friends!

For many Hispanic families celebrating Thanksgiving is the first step towards acculturation. By mixing favorite foods from their countries of origin with what most of us consider being traditional Thanksgiving fare, they take the first steps to cultural inclusion.

In Spanish Thanksgiving translates to the “Día de Acción de Gracia,” the day of the action of giving thanks. Combining all-American zest and enthusiasm, the Latin American Thanksgiving table is a fusion of Hispanic family traditions with foods from near and far. Depending on the family’s location in the US and length of time in the country, the Thanksgiving meal will likely be a blend of traditional Latin American foods along with American side dishes and condiments.

Giving your Thanksgiving dinner a Latin American twist is rather easy. Instead of rubbing the turkey with butter and seasoning it with salt and pepper, add a sprinkle of cumin to give it a little extra zing. Hot paprika and oregano are also used to spice up the bird. Adding diced chorizo sausages and cilantro to cornbread stuffing will give it a delightful Latin flair. And, who says that pumpkin can only be used in pies? It also makes a delicious soup.

¿Habla español? Cultural Care for Our Hispanic Population

The US Census estimates that more than 43 million people in our nation speak Spanish as their primary language. Hispanics have become America’s largest minority group, and there’s no doubt that their influence is transforming the entire country. Because of an increase in Hispanic patients, many pharmacists have a myriad of questions concerning Latinos and their attitude towards medication and health care practices. So let’s start with the basics. What do the terms “Hispanic” and “Latino” mean? Which term is correct?

In the late 1970s, the US government began using the word Hispanic to describe Spanish-speaking individuals who live in the US. The term derives from the Latin word for Spain, “Hispania”, and it’s defined as “people who speak Spanish and trace their family origin to Spain.” This term was not truly accurate thirty years ago, and there are several problems with it and its definition today.

First, most people in the United States who speak Spanish do not trace their heritage to Spain. Their ancestry is firmly and deeply rooted in Latin America. Their connection is truly “New World” American rather than “Old World” European. Furthermore, as soon as Spanish conquistadors set foot on the American continent, they began to replace the thriving Native American culture and languages with their own. Many people feel that use of the term Hispanic diminishes the importance of Native American contributions within the Americas.

Throughout the US, the term Latino is gaining in popularity. This word is defined as a person who speaks Spanish and comes from any of twenty different Latin American countries. In addition to countries in Central and South America, Caribbean countries such as the Dominican Republic, Puerto Rico, and Cuba are also included. Each Latin American country has its own unique character, history and flavor. As a result of these regional differences, the term Latino is very important because it preserves an individual’s unique national origin. Most Latinos are intensely proud of their distinct American heritage.

Furthermore, Latino is a racially neutral term. Realizing that Latinos and Latinas form part of an ethnic group that is made up of many different races is very important for healthcare professionals. It’s also essential for pharmacists and other healthcare providers to be aware that most Latinos have some degree of indigenous ancestry. Their genetic makeup has a bearing on the prevalence of certain diseases such as diabetes and asthma within the Latino ethnic group.
Currently, the terms Hispanic and Latino are used interchangeably: both are correct. Therefore, it’s perfectly appropriate for you to use either term. Choose the term you are most comfortable using.

Latin American countries are vitally unique. Hispanic culture is extremely diverse and represents a rich tapestry textured with traditional values. Although Latin America is steeped in rich tradition, the majority of countries are severely impoverished. Unemployment is common, and the average wage in many countries is much less than two dollars per hour. As a result of poor economic conditions, each country vastly differs in its ability to provide basic health and human services. Most Latin Americans have extremely limited access to health care. In many remote areas, people may walk an entire day just to visit a clinic. Sadly, a nurse, doctor or even basic medication may not be available once they arrive.

Most individuals live in poverty and suffer from extremely poor nutrition. Few basic necessities are available. It is not unheard of for entire villages to survive without electricity or clean water. Under these circumstances, having a family doctor or obtaining an annual physical is next to impossible. Family ties are often very strong between Hispanics living in Latin America and their American relatives. Consequently, the difficult living conditions in Central and South America can have a tremendous impact on Latinos living in the US.

Adding to the complex problems of poverty and inadequate nutrition is the fact that poor educational systems exist throughout Latin America. Education is in a state of crisis in many countries south of the border. For many Latin Americans, education is a luxury – not a necessity. Individuals who lack a basic educational foundation have much greater difficulty learning a second language such as English. According to Census statistics, approximately one-third of Hispanics over the age of 25 have no more than a ninth grade education. Sadly, many Hispanics who immigrated to the United States as children are unable to read or write in Spanish. For adults with limited educational opportunities, the learning curve for English can require seven years or more. This places the burden of communication squarely on the shoulders of America’s pharmacists and healthcare providers.

Pharmacists need to recognize the differences between Latin Americans. They must understand that Hispanic health care is not a “one-size-fits-all” affair. Several common threads must be considered on the journey to becoming more culturally competent.

Hispanic views on health care and medical treatment are as complex as Hispanics are themselves. As you work with bilingual staff members and Hispanic patients, you may witness cultural conflicts between Latinos from different countries. Challenges can involve concepts as basic as the use of the Spanish language or differences in education and acculturation. Americans from different parts of our country have different accents and use a variety of slang. Similarly, Hispanics from different parts of Latin American often have different speech patterns. Even though both groups speak Spanish, an individual from Guatemala may have difficulty understanding an interpreter from Argentina. Occasionally misinterpretations such as these can lead to serious cultural breakdowns that border on discrimination.

Protection from discrimination is an important feature of our society. As a result of the Civil Rights Act of 1964, Americans are protected from discrimination based on race, religious preference, color, sexual orientation, disability or national origin. Recently through Executive Order 13166, individuals with limited English proficiency have also been granted Civil Rights protection. The purpose of this legislation is “to provide equal access to services for persons, who as a result of their national origin do not speak English as their primary language.” This legislation also protects persons who may have a limited ability to write or understand English. As a result of this federal mandate, agencies or programs that receive Federal financial assistance are required to provide meaningful access to people with limited English proficiency.

But, what does providing meaningful access to services really mean? In an effort to comply with this new federal legislation, many pharmacies, hospitals and doctors offices now provide telephone translating services to their Hispanic patients or distribute informational materials in Spanish. There may be downsides to both of these practices. Telephone translation services can be painfully impersonal. The interpreter, although they are fulfilling their job requirements, have no real knowledge of the patients or insight into their conditions. Furthermore, Hispanic patients usually find it extremely difficult to build a trusting relationship with a pharmacist through the use of a telephone translator. Since health care issues are by nature very personal, they are often extremely difficult to discuss with a complete stranger. This communication barrier is often very challenging for older, female Latina patients who may be embarrassed to discuss their most intimate problems by telephone. Even distributing translated documents may cause problems. Patients may be unable to read them because they are functionally illiterate or the material is poorly translated. In these cases, an individual can become completely alienated by our attempts at inclusion. So what should you do?

The answer is to develop, implement and plan a cultural and linguistically appropriate strategy (CLAS) that will guarantee equal access to the valuable services you provide. Ensuring translators are at your disposal is one part of the plan. Providing well-translated brochures and documents is another important component of any CLAS. However, the most critical component of your plan must include a commitment to learning Spanish. Knowing even very basic Spanish will go a long way towards building trust with your Hispanic patients. You don’t have to be fluent in Spanish to be able to communicate effectively. Possessing a few survival Spanish skills is very helpful. This step forms part of an effective linguistic strategy for providing better service to Hispanics with limited English proficiency.

Hopefully you now realize the importance of providing equal service to all individuals regardless of their English proficiency. Learning “poquito español” will help you build trusting relationships with your Latino patients. However, you should also become familiar with several important cultural aspects involving Hispanics and their attitudes towards health care.

For example, a lack of preventative care is very common in the Hispanic community. Many Hispanics do not have a family doctor who performs routine check-ups. Others may not want to take time off from work to undergo an annual physical or receive minor treatment. In fact, going to the doctor may not be considered “macho.” Hispanics often seek healthcare services only when they or members of their family are in a crisis. When this occurs, they tend to visit hospital emergency rooms for care.

In addition to a lack of preventative health care, serious misconceptions about nutrition and weight are common among Hispanics. Carrying “a few extra pounds” in Hispanic culture is considered healthy. Most new mothers want to have a “fat” baby because they equate the concept of fat with being healthy. This also indicates to others that you have sufficient income to afford plenty to eat. Obesity in the Hispanic population is a serious health issue that is leading to numerous problems including an increase in type 2 diabetes, heart disease and hypertension. Long work hours and pressure to make decisions based on the welfare of your entire family are very common. As a result, following a healthy exercise program and making lifestyle changes are difficult for many Hispanics.

Also in addition to lack of preventative care and misconceptions about weight, many Hispanics display a fatalistic view of life. This tendency is called fatalismo and it’s even more prevalent where chronic diseases such as asthma, obesity and diabetes are concerned. Many Hispanics feel that the state of a person’s health is directly related to God’s approval or disapproval of that person’s behavior. For example, if you are afflicted by diabetes, it may be considered your burden to bear. Hispanics often dismiss the idea of a cure, and resign themselves to the fact that nothing can be done about the situation. They may adopt the following attitude: “If I want to go off of my diabetic diet or fail to take my medication to enjoy a family outing, I can always return to it tomorrow. After all, it won’t make that much of a difference. My disease is here today, and it will still be here tomorrow.”

Self treatment of symptoms instead of seeking professional medical advice is also common in Hispanic culture. Homeopathic remedies are important aspects of Latino health care that often represent the first step in treatment. Curative recipes may be passed down from one generation to the next. These usually involve teas infused with a variety of herbs. Individuals who are familiar with herbs and know how to use them are highly regarded and respected. This can present a serious complicating factor when providing pharmaceutical care to Hispanics. Without asking individuals specifically, it’s impossible to know what other chemical compounds they may be taking. Certain combinations of herbs can cause very dangerous drug interactions.

Believe it or not, Latino convenience stores called “tiendas” provide an important, and sometimes dangerous, health care connection for Hispanics living in the US. In most Latin American countries, individuals can legally purchase antibiotics and other medications at a tienda without a prescription. The practice of buying prescription medications at the corner market is becoming much more common in the United States. An estimated two-thirds of American tiendas sell “under the counter” prescription medications to their customers. Sometimes, the FDA has banned drugs that are currently being sold for safety reasons.

Dipyrone or Metamizol, which goes by the street name “Mexican aspirin”, is one of the most common and dangerous drugs readily available at many tiendas. “Aspirina Mexicana” is still marketed in Mexico, Central America and some European countries. Because such drugs are readily available back “home,” many Latinos don’t understand why they can’t purchase them in the US without a prescription. Many Hispanics believe Dipyrone is simply a stronger form of aspirin. Latinos often use this drug for alleviating pain or fever. Unfortunately, Dipyrone carries serious health risks. The drug is incredibly potent and is found in the pyrazolone class of analgesics. It can critically deplete white blood cells and induce a medical condition called agranulocytosis which may lead to fatal infections. (South Med J. 1996 June; 89(6):612-4. Dorr, VJ, Cook, J. “Agranulocytosis and Near Fatal Sepsis due to “Mexican Aspirin”) Throughout the US, Mexican aspirin is commonly available in a syrup form that is given to infants, along with tablets and injectable liquids.

By far, the largest obstacle to providing better health care services to Latinos is overcoming the language barrier. Here are some simple tips that anyone can use to help bridge the communication gap:

Be extremely polite: Courtesy titles in Hispanic culture are very important. Use words such as señor, señora and señorita instead of first names. Latinos tend to be more formal in their demeanor. Calling someone by their first name without building a relationship first can be considered impolite.

Pronounce names correctly: Ask if you are pronouncing the name properly and verify that you have the correct surname. Many Latinos have both a paternal and maternal surname. In fact, a Hispanic name often consists of four parts: First name, second name, paternal surname and maternal surname. The correct “last” name is the paternal surname or apellido paterno. (ah-pay-YE-do pa-TER-no)

Speak slowly: Non-native speakers need time to process what you have said. By speaking slowly, you will increase your patient’s ability to understand you.

Dates of birth: Latinos speak and write dates using the following format: day/month/year. Having the day and month juxtaposed can cause serious patient identification errors.

Language classes: Invest in industry-specific Spanish classes. The knowledge you gain will help you build valuable relationships with your Spanish-speaking patients. This will also encourage your patients to speak English with you. They will feel like very important customers which, of course, they are!

Slipping in Slang

The use of slang terminology is a hallmark of the construction industry. There are as many different jargons as there are specific trades and specialties. Each trade’s vocabulary is different and it’s often very colorful. These factors alone can cause communication problems. Add the facts that slang usage can change practically overnight and new phrases are added daily; now you’ve got a potential accident in the making caused by simple miscommunication.

The meaning of a slang word or phrase isn’t always obvious to someone outside the building industry. It can be hidden in a description like saying “he’s circling the drain” to describe an employee who’s likely to be terminated. Slang can also come from current expressions taken from movies or television shows. In addition, shortened forms of words like “specs” for specifications and “prep” for preparation also are part of common slang vocabulary. When it comes to trade jargon, actual work experience is the best teacher, but it can still be hard for novices to understand — even for a beginner whose native language is English.

If slang causes problems for native speakers, what impact does it have on non-native speakers in the work force?

The answer is simple: the use of slang can have an enormous effect on a non-native speaker’s ability to perform the tasks you require. In construction any sort of miscommunication can cause serious misunderstandings that can result in delays and costly mistakes. It can put employees’ safety in jeopardy. For this reason alone, it’s important to be aware of what you say and how you say it. Both can influence how well and how quickly you are understood, especially in an emergency situation.

When adults learn English as a second language, slang can be misinterpreted and misused. When I was in high school, I had a teacher from Holland. Since I had her class before lunch, she often read the lunch menu aloud. She never failed to describe the corn we were having for lunch as a “nose of corn” instead of an “ear of corn.” Our class always howled with laughter. Most of the time she communicated well in her second language, but she never quite figured out which body part to use when talking about corn. Have you ever wondered why we say an “ear” of corn rather than an eye, an arm or a nose of corn? This is a simple example of a common phrase that a native-speaker uses without question, but a non-native speaker may never acquire without years of practice.

This communication disconnection occurs in non-native speakers because they tend take words or phrases literally rather than in context. This type of mistake happens frequently to anyone learning a second language. The slang a native-speaker uses is always hard to grasp. One of our construction clients learned this example the hard way. He asked several Hispanic employees to “police the area” at the end of the day. That’s exactly what they did. Because they didn’t understand the request, they looked for police in the area and didn’t pick up any trash! The employees performed the task literally instead of figuratively.

To correct this common communication challenge, set a great example by eliminating as much slang as possible from your speech. Using slang is a habit you can break. It’s just like controlling any other behavior you want to change; it won’t be easy but it will be rewarding. Start by examining how you give instructions to your employees. Eliminate slang there to give more efficient, streamlined directions. Taking this important step will make your instructions easier to follow. Next, make every effort to teach your non-native speakers the correct form of a word before they learn the shortened or slang form. In Spanish, words are rarely abbreviated. (See sidebar for construction slang to avoid.) For more effective communication on your job site, it’s best to avoid slipping on slang as much as possible.

Construction Slang to Avoid: Teach non-native speakers the correct form of a word before using the shortened or slang form. In Spanish, words are not usually abbreviated. Here is a list of slang terms to avoid at your job site:

1. ID: Identification
2. Specs: Specifications
3. Prep: Preparation
4. Fudge: Not using precise design specifications
5. On the bubble: Level
6. Op: Equipment operator
7. Pipe fighter: Pipe fitter
8. Pump up the volume: Work faster
9. Super: Supervisor
10. Roach Coach: Lunch van

The New Language of Construction Safety

From rigging and scaffolding to a wide variety of lethal chemicals, hazards are common on construction job sites. Are workers with limited English proficiency another danger on today’s multicultural construction projects? Possibly. Many safety experts believe that accidents resulting from language and cultural barriers will soon become among the most dangerous and costly in the industry.

Predictions are that Hispanics will comprise more than 50% of the construction workforce within the next five years. The accident and fatality rate for Hispanics in construction is already much higher than it is for either African-Americans or Caucasians.

What’s the reason for this disparity?

The answers are both cultural and linguistic. Cultural attitudes play a very important role in workplace safety. The workplace in Latin America is a hierarchy with a well-defined chain of command. Workers go up the ladder with ideas or suggestions to their immediate supervisor. To many Latinos, a “good” employee trusts and respects his supervisor implicitly — without questions. Asking questions can be seen as a threat to the supervisor’s authority instead of a desire for clarification. This cultural barrier to communications is just as serious as a language barrier where safety practices are concerned. Even though most Hispanic workers are learning English, for many it is a Herculean task. According to US census figures, almost two-thirds of Hispanics over the age of 27 are functionally illiterate. For average Hispanic adults the learning curve to speaking English fluently can take up to seven years. Consequently, implementing training policies that are spoken and/or printed in English only will be ineffective and potentially dangerous.

There are many questions concerning how to deal with the potential dangers associated with non-English speaking workers in the construction industry. There’s no doubt that job sites will always pose some risks, however employers bear the ultimate responsibility for making the workplace as safe as possible.

Cultural diversity and Spanish language training for supervisory personnel will continue to provide some of the answers to this complex 21^st century construction issue. A change in awareness may provide others. Think about the ways you can create a new language of safety on your job site. When translators are not available, speak slowly, be direct using short simple sentences, and when possible use demonstrations—show specific safety techniques and have all employees practice them. This critical training and facilitated communication is an important aspect of the new language of safety that will reduce accidents and promote increased efficiency.

Five Great Tips for Communicating Safely

• Speak slowly. Non-native English speakers need extra time to process what you are saying. Translating from one language into another isn’t automatic

• Be direct. Use short, simple sentences, especially when giving instructions. People learning English get lost in long sentences with complicated grammar.

• Use a normal speaking voice. Don’t speak in a loud voice. Your employee doesn’t have trouble hearing you. They have trouble understanding you.

• Use bilingual employees wisely. They are one of your company’s biggest assets. Group non-English speaking employees with bilingual ones. If possible, group people from the same countries together. Their language and accents will be the same.

• Color. Identify bilingual employees with a brightly colored hard hat. When seconds count in an emergency they can be found quickly.