EMOTION, ETHNICITY, AND LANGUAGE: AN ASSOCIATIVE STUDY OF A NATIONAL CONCEPT

<p>ABSTRACT</p> <p>This study aims to explore the concept of qoŋyr as a culturally marked linguistic phenomenon in Kazakh linguoculture, a term which frequently appears to express culturally specific emotions and ethnicity in Kazakh poetry, music, folklore, and everyday discourse, making it a core component of national symbolic thought. Using the semantic differential method, data were collected from 108 native Kazakh speakers via an online survey. Participants assessed the associative strength of qoŋyr with various concepts across 16 thematic fields (e.g., nature, emotions, moral traits). Statistical analysis using Jamovi revealed key associations with words such as küz (autumn), topyraq (soil), dombra (musical instrument), momyn (meek), and Qazaq (Kazakh), indicating its deep integration in national cognition. The findings demonstrate that the concept qoŋyr in Kazakh linguoculture functions not merely as a color term, but as a culturally rich conceptual symbol embodying values such as modesty, harmony, spiritual depth, and connection to nature. The experimental results also revealed strong semantic links between qoŋyr and such domains as nature (soil, breeze, autumn), emotions (sadness, nostalgia), personality traits (meekness, simplicity), and national identity (Kazakh, dombra). This study represents a step toward a deeper understanding of language as a tool for preserving and transmitting cultural meanings. The results also have deep implications for ethnolinguistic research, intercultural communication, and Kazakh language education.</p>