Paula Di DioMember since September 2017Contact Paula
Paula Di Dio, PhD is a research strategist for Cultural Edge Consulting, a full-service cross-cultural market research shop that helps Fortune 500 companies navigate the increasingly cross-cultural marketplace. A former lecturer of Latin American Literature and cultural studies at UVA and UCSD, she applies her keen insight into cultural context to help clients assess their target better. She is also an avid tennis player and is fluent in several languages.
Articles by Paula All articles by Paula
- Lack Of Cultural Context Leads Brands Down Difficult Road in
Marketing Daily on
Being proficient in how folks of varied backgrounds might decode different messages also means understanding that advertising is inextricably linked to political matters.
- The Exotic Accent (Mark): Avoid Puzzling Your Audience in
The spectrum of unintended prejudice against the infamous accent mark in Spanish is as wide and diverse as the various Spanish modalities spoken across 22 countries.
Comments by Paula All comments by Paula
- The Exotic Accent (Mark): Avoid Puzzling Your Audience
Paula Di Dio
Xavier, I agree 100% with your comments. Maybe the place to start the conversation is to question the nomenclatures we use in politics, in demographic studies and also in market research and marketing to address a specific audience. Generally speaking, the terms "Latino" or "Hispanic" are taken at face value without a culturally rooted analysis of the multiplicity of meanings behind those words. Thanks for your comments!
- Transcreation 101: All You Need To Know To Maximize Your Content Efforts
Translation has never been only about language or just content. A good translator translates language, cultural, social and political contexts. Please refer to Gregory Rabassa's work as an example of what translation is about. Google translator is not a decent option, it is a terrible one. The problem here is that there is a misconception of what a translator is: you need a human being to translate and not an app. Throughout the whole article you have been describing what a the job of a human translator is, but instead of calling him translator, you call him transcreator.