I'd like to point out that the U.S. does not have a national language-for a reason- so that we, who have always been a nation of immigrants, are free to use whatever mode of communication is necessary at any given time. It is true that it is necessary to speak English to live successfully in the U.S., and the vast majority of recent immigrants are doing their absolute best to learn English, but it's definitely a long process. While we're helping these Americans (yes, some are actually legal!) adjust to the terrifying experience of picking up their lives in search of a better future, is it so terrible to help them find the office supplies? I am currently studying abroad in Peru (where the official language is Castillian Spanish!), and although I speak semi-fluent Spanish, I'm grateful for the fact that there occasionally exist signs in English. Living and learning here is hard enough without spending an hour looking for the paper clips.
Some of you may recall the story I wrote a few months ago about the new Target in Columbia Heights’ decision not to install bilingual signs – despite the region’s concentrated Hispanic population.
People commented that it’s a trivial issue, that Spanish-speaking folks don’t need signs to find shampoo, and that I was painting Target as anti-neighborhood when really they’re creating jobs for local residents and providing valuable products.
But it’s not simply the store’s lack of signs that merited the most attention, it's how the store decided not to install bilingual signs – and how this decision reflects on the store’s expected demographics.
The Target Spokeswoman told me “the Target team surveyed Columbia Heights’ demographics and commerce trends and concluded that the store does not fit the criteria for bilingual signage.”
What kind of survey did they conduct? Did they even conduct a survey? Have the surveyors ever visited Columbia Heights? The spokeswoman could not answer these questions.
Ward One Councilman Jim Graham had no idea that Target had no plans for bilingual signs. In an official statement from Graham he told me the city would immediately look into the issue.
Well, the city didn’t think the lack of signs was trivial. Now every major hanging sign in the store reads in both English and Spanish.
Hopefully this inquiry shone light on Target’s methods of conducting demographics and commerce trends.
And I could only hope that the newly installed signs will make navigation in the store for Spanish-speaking customers easier and more user-friendly.
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