Localizing the transnational call center industry: Training creole speakers in Dominica to serve Pidgin speakers in Hawai'i. (10th November 2020)

• Record Type: Journal Article
• Authors: Higgins, Christina; Furukawa, Gavin K.
• Is Part Of: Journal of sociolinguistics. Volume 24:Number 5(2020)
• Page Start: 613
• Page End: 633
• Publication Date: 2020-11-10
• Subjects: call centers -- empathy -- Hawai'i Creole -- Pidgin -- pragmatics -- transnational work; Sociolinguistics -- Periodicals; 306.4405
• DOI: 10.1111/josl.12437
• Languages: English
• ISSNs: 1360-6441

Abstract

Abstract: This study considers whether localized language training for call centers can fruitfully challenge the homogenizing principles of call center practices by examining a training program that aimed to familiarize offshore call center workers with Pidgin, the creole language that is widely spoken in Hawaiʻi. Call center agents in Dominica were familiarized with key aspects of Pidgin relevant to call center work, including the expression of empathy in response to customer complaints. The analysis focuses on how we drew awareness to the pragmatics of Pidgin empathy through Pidgin contextualization cues in scenarios we devised. We then examine how the call center agents displayed their awareness of these cues in role plays. The agents readily demonstrated their understandings in talk about pragmatic differences during our instruction, but the role play interactions revealed the limits of their ability to deploy similar locally appropriate pragmatics due to the homogenizing confines of call center business practices. Dis pepah try see local kine training for call centah can mek stuff bettah, cuz the way big company stay like make all da call centah same kine. We go look one training program we wen make for teach people no live Hawaiʻi about Pidgin. Call centah workah in Dominica wen learn abaut Pidgin stuff can use you work call centah, like how for show feeling wen customah call for make huhu. Da analysis tawk about how we wen get dem fo look how local people show feeling using small kine stuff. Den we stay tawk how da call center people wen show deir manaʻo of dis small kine stuff wen dey make pretend fo be customah and call centah workah. Da call centah people wen quick show they akamai abaut dis wen dey wen tawk abaut how people ack diffrent but wen dey waz make pretend dey no can make same like Hawaiʻi people cuz da way all da call centah like mek everbady all same.