Unformatted text preview: Blackwell Publishers Ltd. 2000 d:/3socio/4-3/cameron.3d ± 29/6/0 ± 21:6 ± disk/mp 340 CAMERON most call centres), but the relentless rise of the service sector and the concurrent
decline of manufacturing industry mean that increasingly, men are also ®nding
employment in routine customer service positions. Talk of `changing gender
roles at work' may conjure up the familiar icon of Rosie the Riveter, but in
today's reality it is more likely to mean Charlie the checkout clerk and Kevin the
call centre operator. Charlie and Kevin are subject to exactly the same
communicational demands and linguistic styling practices as their female
colleagues; it is of interest to ask how they negotiate the expectation that
they will interact with customers in what is, covertly if not overtly, a `feminine'
The male call centre operators I interviewed in the course of my research in
Britain did not consider their gender to be an issue. Where they were critical of
the call centre regime, the main issue,...
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- Spring '08
- The Land