🎤 Open Zeitgeist: Portuñol Should Be An Official Dialect
A piece by Leo Torres, founder and writer at I'm No Economist, co-founder at Vertru
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Both Natalia and I have had experiences working for foreign companies - and heck, Nat is a Brazilian expat living in Lisbon. In this edition, I'm the host and guest of Open Zeitgeist to tell you a little of my experience working for two Mexican companies trying to break into Brazil.
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I was once a well-paid employee
Not anymore. Now I eat noodles and drink too much coffee. But not long ago I used to work for Latin American companies trying to break into this continental animal we call Brazil. In both of them I was responsible for creating a market and expanding our client base.
Although a similar goal, the two experiences were different. One had a B2C approach for the crypto consumer. The company had just done a mega-round with top-tier VCs and wanted to repeat what they did in Brazil and what they achieved in Mexico: an 80% market share.
The other was an ad platform for mobile app user acquisition. They were B2B with major clients in Mexico, Argentina, Colombia, and other countries. They were bootstrapped probably doing 8-figure a year USD but wanted to fly higher. Why not Brazil, right?
Well, both experiences were challenging and fun. The results were decent. For the first, a 50% CAC reduction with the right product marketing and channel diversification in just a couple of months - not enough. For the second company, there was an 80% revenue increase and a 30% increase in new clients within only a few weeks - retention though was a major issue for both. Probably my fault.
The thing is: creating a long-lasting relationship with different cultures may be tough. Even when you're dividing the same geographical border.
Brazilians don't consider themselves Latinos (?)
Many Brazilians do not consider themselves "Latinos" in the same way as people from Spanish-speaking Latin American countries do. This distinction largely stems from cultural, linguistic, and historical differences.
This is accentuated by Brazil's distinct cultural identity, shaped by a mix of indigenous, African, and Portuguese influences. Consequently, many Brazilians prefer to identify specifically as Brazilian, rather than as part of the broader Latino category.
Research says this confusion and lack of Latino identity it's an old history of how South America was formed by Spain (in the case of all Spanish-speaking countries) and Portugal (in the exclusive case of Brazil).
While the term "Latino" broadly encompasses individuals from Latin America, Brazilians often emphasize their unique Portuguese heritage, which sets them apart from their Spanish-speaking neighbors.
Me? Well, I blame Wagner Moura: a Brazilian playing Pablo Escobar, a Colombian, with the thickest Spanish accent I've seen a Brazilian do. How could Spanish-speaking Latin Americans like us?
Many Brazilians, however, avoid being seen as Latinos because Brazilian identity is widely viewed as a finer “cultural brand.” “You get a more positive response when you say that you are Brazilian,” Braga continues. “Brazil is carnival and beautiful women. Latinos are illegal immigration and crime.” Source
This is a common prejudice among Brazilians and Hispanics inside Latin America and particularly South America. Brazil tends to isolate itself from its neighbors because of the language barrier, and because it's simply tougher to relate to other nationalities than an Argentinian and Uruguayan may relate to each other (I guess).
Bridging the Language Gap
My wife makes fun of my Spanish accent, even though I already tried to tell her my Spanish is actually pretty understandable - that's what Spanish speakers tell me at least. But I've never taken a real test, so don't trust me.
It started as an inside joke at home. But every time I speak my very passable B2-level Spanish I keep thinking "How come this hasn't become an official dialect like the Swiss-German"?
In Switzerland, Swiss German (Schweizerdeutsch) exists alongside Standard German as a widely spoken dialect. Swiss German is used in everyday conversation, media, and even in some educational settings, while Standard German is used for official documents and formal communication. Source.
This dual-language model provides a valuable framework for understanding the potential benefits of recognizing Portuñol in Brazil.
Reflecting Cultural and Linguistic Diversity
Culturally, Portuñol embodies the hybrid identities of many Brazilians, just as Swiss German reflects the unique cultural identity of the Swiss-German-speaking population. In Switzerland, Swiss German is a source of pride and cultural heritage, celebrated in daily life - with music, literature, etc.
Having Portuñol would help Brazilians identify with their brothers and sisters while promoting inclusivity, and recognizing the contributions of Spanish-speaking immigrants and their descendants to Brazilian society.
From a practical standpoint, standardizing Portuñol could facilitate clearer communication in governmental and legal contexts, similar to the way Swiss German is used in Swiss media and informal public communication.
Official documents, public services, and legal proceedings could be made more accessible to Portuñol speakers, ensuring that language barriers do not impede access to essential services.
Enhancing Educational and Economic Opportunities
Official recognition of Portuñol could enhance educational and economic opportunities, much like Swiss German does in Switzerland. In Swiss schools, children learn both Swiss German and Standard German, preparing them for diverse linguistic environments within their own country.
Sure, including yet another subject in an already bad educational system would be a challenge in itself, but there's an idea.
But economically, businesses operating in border areas could benefit from a workforce proficient in Portuñol, enabling smoother transactions and fostering stronger economic ties.
By acknowledging Portuñol, Brazil can better reflect its multicultural identity, facilitate regional integration, and celebrate the rich tapestry of its linguistic heritage.
Besides, we would finally be able to get together as one market with interchangeable skills, that will create major value for society as a whole. Mind you: I'm not advocating for Ursal - if you think Ursal is a good idea DM me with your address and I'll summon a few head shrinks right where you live.
Am I crazy?
Vote on my LinkedIn poll if you think Portuñol should or should not be an official dialect in Brazil:
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