The rhetoric instances of colour: towards a chromatic rhetoric

Abstract

This work presents a semiotic approach to the rhetoric of color. It proposes a revision of the μ Group concept of rhetoric from the semiotics of Charles S. Peirce —and his contemporary methodological reworkings— and from Louis Althusser's concept of practice. The rhetorical apprehension of a discourse is understood as a process of meaning production in which certain interpretive strategies guide the transformation of raw materials for the elaboration of a rhetorical product. The article completes this development by identifying the interaction of three instances in rhetorical practice: theoretical, material and political. The article projects these more general formulations in the rhetorical analysis of color and proposes the characterization of a chromatic rhetorical practice that requires the intervention of poetic, tactical and political strategies. In a second moment, we will analyze the phenomenon of green scarves used by feminist groups in Argentina and, especially, its expansion during 2018, within the framework of the claims for the approval of the Voluntary Termination of Pregnancy Bill.