Chapter published in:
Cultural Keywords in Discourse
Edited by Carsten Levisen and Sophia Waters
[Pragmatics & Beyond New Series 277] 2017
► pp. 131–156

Visuality, identity and emotion]

Rosa mexicano as a Mexican Spanish keyword

| Aarhus University
This chapter presents a semantic and ethnopragmatic analysis of the Mexican Spanish colour word rosa mexicano. This word functions as a symbol of Mexican identity and serves as a cultural keyword for Mexican Spanish speakers. This word appears in a variety of discourses, such as, international and cross-cultural relations, the arts, education and discursive representations of national self-perception. After providing a semantic analysis of the meaning of the word, the analysis moves on to an ethnopragmatic examination, articulating cultural scripts for the visual, identificational and emotional meanings associated with rosa mexicano discourse.
Keywords: rosa mexicano , visual semantics, Mexican Spanish colour terms, colour terms as cultural keywords
Published online: 19 October 2017
https://doi.org/10.1075/pbns.277.06ara
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