The Final Stage of the Script’s Career: Enactment and Use of the Master Script

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


Woydack explores the heart of the dynamic between top-down forces for standardization and bottom-up processes that mix appreciation for a scripted structural guide with innovative agency directed toward effective communication with interlocutors. The creativity and flexibility of call agents is emphasized as they transform a script to suit their personal styles and the goals of their company and its client. This transformative work takes place within a framework sanctioned by middle level management, and contradicts the strict corporate/client expectation for verbatim reproduction. Woydack explores what these parallel worlds mean for understandings of concepts such as resistance and standardization.


Script enactment on the phone Translation of call center scripts Resistance Control Creative compliance Personalization of calling scripts Agency Linguistic ethnography Institutional transpositional ethnography Middle management Call center frontline Entexualization Contextualization Recontexualization Standardization Textual 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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