Unformatted text preview: should performing `good customer service' involve so
many of the same linguistic strategies as performing `femininity'? What is the
nature of the connection between the two?
To answer this question it is necessary to consider the question of symbolic
# Blackwell Publishers Ltd. 2000 d:/3socio/4-3/cameron.3d ± 29/6/0 ± 21:6 ± disk/mp 338 CAMERON meaning. In an in¯uential paper, Elinor Ochs (1992) argued that the linguistic
indexing of gender is not usually direct ± in other words, there are few verbal
markers whose exclusive and unambiguous meaning is `this speaker is a
woman/a man'. More commonly gender is indexed by using language that
signi®es a role (e.g. `mother') or a quality (e.g. `modesty') which is linked in turn
by cultural convention to femininity or masculinity. In a similar vein, one might
suggest that the practice of styling in call centres recruits a linguistic style
already conventionally coded as `feminine' to index the meaning `good customer service'. What enables this connection to be made is not si...
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This note was uploaded on 01/16/2014 for the course ANTHRO 33 taught by Professor Wertheim during the Spring '08 term at UCLA.
- Spring '08
- The Land