Language Study Vital in Today's World

The executives at GM were surprised. They had just introduced a newer version of their successful economy car in Mexico. After making major upgrades in the product, they were sure that their market share would increase dramatically. Indeed, the opposite was the case. No one seemed to be buying the new car. What was the problem? Was the market glutted with other similar cars? Was the Mexican economy to blame? The executives were unable to explain the lackluster sales performance.

It was not until they consulted with their Mexican workers that they discovered that the name they had given to their new car, “Nova,” was the Spanish equivalent of “It doesn’t run.” They changed the name and sales immediately accelerated. A knowledge of foreign languages and cultures is increasingly important in today’s world. We teach students how to communicate effectively in a foreign language as well as interact meaningfully with other cultures. Our Spanish and French majors are required to spend a semester abroad to enhance their understanding of other societies. Modern language minors may complete up to one-half of their coursework in an approved study abroad program. It no longer is enough to expect others to learn English. We must reach out to them in their own language.

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