Text trajectories in a multilingual call centre: The linguistic ethnography of a calling script

Call centres have been widely criticised as standardised workplaces, and the imposition of calling scripts is often characterised as dehumanising and deskilling. But these accounts lack close analysis of how scripts are actually produced, taken up, and used by call-centre workers, and they are generally locked into dualistic analyses of control and resistance. In contrast, this article combines long-term ethnography with transcontextual analysis of the production, circulation and uptake of calling scripts. This reveals a good deal of collective and individual agency in processes of text-adaptation, and produces a rather more nuanced picture of work in a call centre. (Call centres, text trajectories, linguistic ethnography, standardisation)*