“Pinching someone on the cheek unpleasantly… Rigorously pulling their cheek to get the message across. ” The message being… “Don't talk to me that way or I'll hurt your face. ” So, it's corporal punishment.
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It's probably a sign of cuteness aggression. This isn't so common anymore, but pinching someone's cheek is generally done to children or females, who are of course the more "cute" of our species. Well it always start from cheeks.