Rancheros hold a distinct place in the culture and social hierarchy of Mexico, falling between the indigenous (Indian) rural Mexicans and the more educated city-dwelling Mexicans. In addition to making up an estimated twenty percent of the population of Mexico, rancheros may comprise the majority of Mexican immigrants to the United States. Although often mestizo (mixed race), rancheros generally identify as non-indigenous, and many identify primarily with the Spanish side of their heritage. They are active seekers of opportunity, and hence very mobile. Rancheros emphasize progress and a self-assertive individualism that contrasts starkly with the common portrayal of rural Mexicans as communal and publicly deferential to social superiors.

Marcia Farr studied, over the course of fifteen years, a transnational community of Mexican ranchero families living both in Chicago and in their village-of-origin in Michoacán, Mexico. For this ethnolinguistic portrait, she focuses on three culturally salient styles of speaking that characterize rancheros: franqueza (candid, frank speech); respeto (respectful speech); and relajo (humorous, disruptive language that allows artful verbal critique of the social order maintained through respeto). She studies the construction of local identity through a community's daily talk, and provides the first book-length examination of language and identity in transnational Mexicans.

In addition, Farr includes information on the history of rancheros in Mexico, available for the first time in English, as well as an analysis of the racial discourse of rancheros within the context of the history of race and ethnicity in Mexico and the United States. This work provides groundbreaking insight into the lives of rancheros, particularly as seen from their own perspectives.

Imagery, broadly defined as all that people may construe in cognitive models pertaining to vision, hearing, touch, taste, smell, and feeling states, precedes and shapes human language. In this pathfinding book, Gary B. Palmer restores imagery to a central place in studies of language and culture by bringing together the insights of cognitive linguistics and anthropology to form a new theory of cultural linguistics.

Palmer begins by showing how cognitive grammar complements the traditional anthropological approaches of Boasian linguistics, ethnosemantics, and the ethnography of speaking. He then applies his cultural theory to a wealth of case studies, including Bedouin lamentations, spatial organization in Coeur d'Alene place names and anatomical terms, Kuna narrative sequence, honorifics in Japanese sales language, the domain of ancestral spirits in Proto-Bantu noun-classifiers, Chinese counterfactuals, the non-arbitrariness of Spanish verb forms, and perspective schemas in English discourse.

This pioneering approach suggests innovative solutions to old problems in anthropology and new directions for research. It will be important reading for everyone interested in anthropology, linguistics, cognitive science, and philosophy.

An ethnography of the decolonization of Maya-ness.

On the Yucatán Peninsula today, undergraduates are inventing a new sense of being Maya by studying linguistics and culture in their own language: Maya. In this bold theoretical intervention informed by ethnographic research, Catherine R. Rhodes argues that these students are undoing the category of modernity itself. Created through colonization of the Americas, modernity is the counterpart to coloniality; the students, Rhodes suggests, are creating decoloniality’s companion: “demodernity.”

Disciplines like linguistics, anthropology, history, and archaeology invented “the Maya” as an essentialized ethnos in a colonial, modern mold. Undoing Modernity follows students and their teachers as they upset the seemingly stable ethnic definition of Maya, with its reliance on a firm dichotomy of Maya and modern. Maya linguistics does not prove that Maya is modern but instead rejects the Maya-ness that modernity built, while also fostering within the university an intellectual space in which students articulate identity on their own terms. An erudite and ultimately hopeful work of interdisciplinary scholarship that brings linguistic anthropology, Mesoamerican studies, and critical Indigenous studies into the conversation, Undoing Modernity dares to imagine the world on the other side of colonial/modern ideals of Indigeneity.

Gerardo Reichel-Dolmatoff spent much of his life studying the oral culture of the Tukano Indians in the Northwest Amazon, including twenty years simply learning the four key Tukanoan languages. Through his translations and commentaries of the yuruparí fertility mythologem and ritual complex, Tukano oral art is revealed as an important expression of tribal philosophical and religious thought.

The four Tukano "texts" in this volume "speak of emotions, paint images, and construct sceneries." They contain coded cultural history and lead us into the meaning of oral traditions: meaning contained in admonitions, instructions, and explanations which constitute the fundamental precepts of social customs, conflict resolution, gender attitudes, and ecology. Reichel-Dolmatoff places the analytical study of South American oral art on a par with the great exegetic traditions of the Old World.