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Linguistic globalization and the call center industry: Imperialism, hegemony or cosmopolitanism?

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Abstract

Linguistic imperialism, linguistic hegemony and linguistic cosmopolitanism are broad and contrasting conceptualizations of linguistic globalization that are frequently, if implicitly, invoked in the literature, both academic and non-academic, on language practices and perceptions in the call center industry. I begin with outlining each of these three conceptual frameworks and show how they inform analyses of the dynamics and relations between Indian call center agents and their American customers. I then switch the focus to the Canadian call center industry, which is both a near-shore site for American customers and offshores voice services to India. By examining the Canadian industry in terms of the three conceptual frameworks, we can begin to discern contrasts and similarities in global language practices and perceptions, leading to a refinement of our understanding of linguistic globalization. I conclude by recommending, from a social science research perspective, a linguistic hegemony framework for its rich analysis.

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Acknowledgements

Research on the Canadian call center industry was partially funded through a Fulbright award in 2007–2008 during which I was the Fulbright Visiting Research Chair in Globalization and Cultural Studies at the Institute on Globalization and the Human Condition at McMaster University in Hamilton, Ontario. I would also like to thank four anonymous reviewers for their very helpful comments on an earlier draft.

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  1. Department of Government and Politics, Humboldt State University, Arcata, CA, 95521, USA

    Selma K. Sonntag

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Sonntag, S.K. Linguistic globalization and the call center industry: Imperialism, hegemony or cosmopolitanism?. Lang Policy 8, 5–25 (2009). https://doi.org/10.1007/s10993-008-9112-9

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