The Second Stage in the Script’s Career: Adaptation of the Master Script

  • Johanna Woydack
Part of the Communicating in Professions and Organizations book series (PSPOD)


Following the trajectory of a calling script, Woydack offers a new look at and an analysis of the challenges that middle management, the managers in the call center and their team leaders face when they conduct monitoring and train agents in using a script. The innovative methodological framework of institutional transpositional ethnography reveals complexities of the corporate hierarchy and the diverse subjectivities within the company. Woydack explores the expectations team leaders hold for adjusting scripts to the interactive situation of calling and reveals the transpositions these leaders offer to enhance the efficacy of a calling script in practice.


Contextualization Recontextualization Entexualization Monitoring Institutional transpositional ethnography Linguistic ethnography Team leaders in a call center Middle management in a call center Standardization Training call center agents and team leaders Conflict between middle and corporate management Resistance Agency Creative compliance Textual trajectories Text trajectories 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Johanna Woydack
    • 1
  1. 1.Foreign Language Business CommunicationVienna University of Economics and BusinessViennaAustria

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