Social and Cognitive Motivations of Change: Measuring Variability in Color Semantics

Semantic change is carried forward by specific individuals who think in particular ways. although it can be constrained by physiology and guided by social values. The measurement of color categories provides a close look at the various propelling incentives in a domain that is probably universal. Newly refined descriptive methods enhance such observations, because they permit verification of cognitive differences on the basis of correspondence between independently elicited orders of quantifiable data. Measurable change progresses through diverse trajectories in closely related Mayan languages whose social milieux are radically distinct. In Tzeltal, variation can be explained in terms of individual cognitive shifts within universal physiological parameters. But in Tzotzil a socially enforced conservatism creates tension between the preservation of traditional categories and the addition of new ones. The tension produces a taxonomy that is deeper than any others encountered by the major world color surveys. While a model of individual cognition explains how color categories change at the basic level, a social model accounts for differences between communities.