Unformatted text preview: invariably personi®ed by a
smiling Asian woman. A smiling Asian man would be a much less `natural' and
more problematic image with which to convey the desired meaning.
An anonymous reviewer commented that the reference to `inauthenticity' in this
sentence raises important issues. Limitations of space mean it is not possible to
pursue them here, but they are discussed at length in Cameron 2000.
This story does not necessarily indicate a greater sensitivity about gender/sexual
identity among American male workers than among their British counterparts.
Rather it probably re¯ects the greater willingness of American businesses to
prescribe this sort of behaviour. While British service cultures are changing (and
arguably they are changing in the direction of `Americanization'), routines like the
one described in the anecdote would still be considered `over the top' in the British
context. In my U.K.-based research I came across several attempts to introduce
American service customs, which had foundered on the rock of British customer...
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- Spring '08
- The Land, Call centre, Blackwell Publishers Ltd.