Lost in Translation: An Analysis of English-to-Spanish Signage Translations in Downtown Eugene, Oregon

67 pagesThe translations on signage in downtown Eugene, Oregon are reasonably good but could benefit from more accuracy and consistency. It is essential to understand that translations are not just about word-for-word substitutions; they require thorough understanding of the text, target audience, and context where the message is displayed. Eugene has a substantial number of community members that are Spanish speakers, yet the signage representation is mostly in English and those that have translations do not always embody accuracy. This paper provides an analysis of data collected in 2022 of the linguistic landscape of downtown Eugene. Where it was possible to learn about the signage in the public space and translations that are currently being used in order to complete a preliminary analysis of the ethnolinguistic vitality of Spanish. Based on this analysis, a set of bilingual signs were selected for further evaluation. These signs where presented to Spanish-speaking individuals through one-on-one interviews. During these interviews, it was possible to learn about their opinion on the translations, their level of understanding, and their preference for the use of Spanish or English. This research aims to promote cultural diversity and linguistic inclusiveness in downtown Eugene by analyzing signage and translations; to identify areas for improvement and suggest measures for a more welcoming environment for Spanish-speaking residents and visitors. The findings will inform stakeholders about enhancing linguistic inclusiveness, improving translations, and creating an atmosphere that celebrates diversity, aiming to foster a sense of belonging and empowerment in the community