Language is not static—it is dynamic, an evolving reflection of culture, identity, and lived experience. At Pérez Art Museum Miami (PAMM), situated in the heart of one of the most linguistically diverse cities in the United States, the role of language in cultural engagement is paramount. In such a context, Spanish translation is not a simple matter of word-for-word conversion, but a carefully considered practice.
Why Spanish?
Given Miami’s rich multicultural makeup, where nearly 70% of the population identifies as Hispanic or Latino, according to U.S. Census Bureau data, it was essential to assess which language would best serve PAMM’s public. Spanish is spoken by over 500 million people worldwide and spans a vast range of dialects, idiomatic expressions, and localized meanings. This diversity presents both a challenge and an opportunity—to meet visitors where they are linguistically while respecting the cultural richness embedded in regional variations.
Spanish emerged as a priority, not only because of demographic prevalence but also because of its cultural resonance among our audiences. Pérez Art Museum Miami began its translation work within the museum itself—installing bilingual labels in exhibitions, providing signage in both English and Spanish for amenities and general way finding and providing interpretation into American Sign Language, Haitian Creole, and Spanish for in-person programming. However, as more content shifted online, digital content became just as critical as in-gallery interpretation.
Today, PAMM’s website is fully accessible in both English and Spanish. It serves as a central platform for our audience to explore exhibitions, browse the permanent collection, access visual descriptions, audio guides, and participate in the Learn portal.
Establishing a Translation Framework
Understanding what and how to translate, adapt, or retain is critical for preserving both meaning and accessibility. Pérez Art Museum Miami collaborates with experienced translators who are fluent not only in language but also in contemporary art terminology, ensuring our content resonates across linguistic and cultural lines.
The museum generally adopts Mexican Spanish as the default for digital content. This approach aligns with best practices in U.S.-based institutions, where Mexican Spanish is the most widely understood variant (Pew Research Center, 2022) and represents one of PAMM’s largest digital audiences. That said, we recognize the importance of flexibility. Depending on the exhibition’s context—particularly when featuring artists from Cuba, Puerto Rico, or the Dominican Republic—the tone shifts toward Caribbean terminology. This allows us to better reflect the artist’s voice and cultural background, preserving the authenticity of the original message.
Making deliberate stylistic choices is essential to the framework of translation and collaboration. This approach not only streamlines the translation process across diverse linguistic backgrounds but also honors the original intent of the content and ensures alignment with the museum’s mission. Documenting each stage of this process through best-practice guidelines and bi-monthly team meetings helps maintain both consistency and accuracy—both within the team and for our audiences. See an example of these best practices for writing and editing bilingual digital content here.
Tone
When crafting Spanish content, one of the most nuanced choices is whether to use the informal tú or the formal usted. This decision significantly affects how the museum communicates its identity and relates to its audience. As a contemporary, community-oriented art institution, the museum typically favors tú for its welcoming and conversational tone. This choice aligns with broader digital communication trends, where brands and public institutions increasingly adopt informal language to appear more accessible and engaging.
Language plays a powerful role in how people experience art. Our translation practices are rooted in the belief that everyone deserves access to culture in a way that feels authentic, welcoming, and respectful of their identity. By embracing regional variation, choosing tone with care and staying attuned to shifts in usage, we aim to foster deeper connections with all of our audiences—both in person and online.
