Abstract
In contemporary work arrangements that are premised on the exchange of information, communication, and services, one dominant instrumentality of affective capitalism is the practice of emotional labor. In this paper, I turn my attention to the promise of empowerment in the workplace and propose that it is another instrumentality of affective capitalism. Specifically, I examine the ways through which positive feelings are evoked and maintained in the Philippine call center industry through the circulation of empowerment narratives that are of particular significance to its Filipino workers. Using Wetherell’s notion of affective practice and Ahmed’s notion of the stickiness of emotion, I examine the affective-discursive dimensions of the empowerment narratives, trace their repeated telling, and surface the other narratives upon which they draw to show how particular affects become sticky, that is, how they gain recognition and resonance, and are felt and taken up by the same bodies that circulate them. In making explicit the relationship between the empowerment narratives and their sticky affects, I demonstrate that the promise of empowerment in the call centers is as much a discursive practice as it is an affective one. Thus, to make sense of the workings of affective capitalism in the new work order, it is crucial to interrogate not only the affective dispositions that workers are made to occupy in the workplace, but also dominant workplace discourses that are, in fact, designed to evoke, circulate, and maintain the desired affects.
References
Ahearn, Laura. 2001. Language and agency. Annual Review of Anthropology 30. 109–137. https://doi.org/10.1146/annurev.anthro.30.1.109.Search in Google Scholar
Ahmed, Sara. 2004. The cultural politics of emotion. Edinburgh: Edinburgh University Press.Search in Google Scholar
Ahmed, Sara. 2010. Happy objects. In Melissa Gregg, Gregory J. Siegworth (eds.), The affect theory reader, 29–51. Durham, NC: Duke University Press.10.1215/9780822393047-001Search in Google Scholar
Ahmed, Sara. 2012. On being included: Racism and diversity in educational life. Durham, NC: Duke University Press.10.1515/9780822395324Search in Google Scholar
Ala Uno. 2014. My Convergys Story. Youtube video, six minutes. https://youtu.be/YcznJaZi9_M (accessed 2 February 2022).Search in Google Scholar
Altomonte, Guillermina. 2020. Affect & labor. Athenea Digital 20(2). 1–21.10.5565/rev/athenea.2322Search in Google Scholar
Bagong Bayani Foundation, Inc. 2021. Bagong Bayani Awards. https://www.bbfi.com.ph/#about (accessed 14 July 2021).Search in Google Scholar
Belt, Vicki. 2002. A female ghetto? Women’s career in call centres. Human Resource Management Journal 12(4). 51–66.10.1111/j.1748-8583.2002.tb00077.xSearch in Google Scholar
Belt, Vicki, Ranald Richardson & Juliet Webster. 2000. Women’s work in the information economy: The case of telephone call centres. Information, Communication & Society 3(3). 366–385.10.1080/13691180051033315Search in Google Scholar
Berlant, Lauren. 2011. Cruel optimism. Durham and London: Duke University Press.10.1515/9780822394716Search in Google Scholar
Bröckling, Ulrich. 2016. The entrepreneurial self: Fabricating a new type of subject. London: Sage.10.4135/9781473921283Search in Google Scholar
Cabanas, Edgar & Eva Illouz. 2019. Manufacturing happy citizens: How the science and industry of happiness control our lives. Cambridge & MA: Polity Press.Search in Google Scholar
Callaghan, George & Paul Thompson. 2002. ‘We recruit attitude’: The selection and shaping of routine call centre labour. Journal of Management Studies 39(2). 233–254.10.1111/1467-6486.00290Search in Google Scholar
Cameron, Deborah. 2000a. Good to talk?: Living and working in a communication culture. London, Thousand Oaks & New Delhi: Sage.10.4135/9781446217993Search in Google Scholar
Cameron, Deborah. 2000b. Styling the worker: Gender and the commodification of language in the globalized service economy. Journal of Sociolinguistics 4(3). 323–347.10.1111/1467-9481.00119Search in Google Scholar
Cowie, Claire. 2007. The accents of outsourcing: The meaning of “neutral” in the Indian call centre industry. World Englishes 26(3). 316–330.10.1111/j.1467-971X.2007.00511.xSearch in Google Scholar
Cruikshank, Barbara. 1999. The will to empower: Democratic citizens and other subjects. Ithaca, New York: Cornell University Press.10.7591/9781501733918Search in Google Scholar
De Jesus, Julianne Love. 2014. Call center agents vow to boycott GMA’s “Borrowed Wife”. Inquirer.net. http://entertainment.inquirer.net/131409/call-center-agents-vow-to-boycott-gmas-borrowed-wife (accessed 14 July 2021).Search in Google Scholar
Encinas-Franco, Jean. 2013. The language of labor export in political discourse: “modern-day heroism” and constructions of overseas Filipino workers (OFWs). Philippine Political Science Journal 34(1). 97–112.10.1080/01154451.2013.789162Search in Google Scholar
Encinas-Franco, Jean. 2015. Overseas Filipino workers (OFWs) as heroes: Discursive origins of the “bagong bayani” in the era of labor export. Humanities Diliman 12(2). 56–78.Search in Google Scholar
Forey, Gail & Jane Lockwood. 2007. I’d love to put someone in jail for this”: An initial investigation of English in the business process outsourcing (BPO) industry. English for Specific Purposes 26. 308–326.10.1016/j.esp.2006.09.005Search in Google Scholar
Gee, James Paul, Glynda Hall & Colin Lankshear. [1996] 2018. The new work order: Behind the language of the new capitalism. New York & London: Routledge.10.4324/9780429496127Search in Google Scholar
Gee, James Paul & Colin Lankshear. 1995. The new work order: Critical language awareness and ‘fast capitalism’ texts. Discourse: Studies in the Cultural Politics of Education 16(1). 5–19.10.1080/0159630950160102Search in Google Scholar
Gershon, Ilana. 2017. Down and out in the new economy: How people find (or don’t find) work today. Chicago: University of Chicago Press.10.7208/chicago/9780226452289.001.0001Search in Google Scholar
Heller, Monica. 2011. Paths to post-nationalism: A critical ethnography of language and identity. Oxford & New York: Oxford University Press.10.1093/acprof:oso/9780199746866.001.0001Search in Google Scholar
Hochschild, Arlie. [1983] 2003. The managed heart: The commercialization of human feeling. Berkeley: University of California Press.10.1525/9780520930414Search in Google Scholar
Ileto, Rafael. 1998. Filipinos and their revolution: Event, discourse, and historiography. Diliman, QC: Ateneo University Press.Search in Google Scholar
Illouz, Eva. 2007. Cold intimacies: The making of emotional capitalism. Oxford & Malden, MA: Polity Press.Search in Google Scholar
Karppi, Terro, Lota Kähkönen, Mona Mannevuo, Mari Pajala & Tanya Sihvonen. 2016. Affective capitalism: Investments and investigations. Ephemera 16(4). 1–13.Search in Google Scholar
Klein, Naomi. 1999. No logo: Taking aim at the brand bullies. Canada: Knopf Canada & Picador.Search in Google Scholar
Korczynski, Marek. 2003. Communities of coping: Collective emotional labour in service work. Organization 10(1). 55–79.10.1177/1350508403010001479Search in Google Scholar
Labov, William. 1972. The transformation of experience in narrative syntax. In William Labov (ed.), Language in the inner city: Studies in the Black English vernacular, 354–396. Pennsylvania: University of Pennsylvania Press.Search in Google Scholar
Labov, William & Joshua Waletzky. 1967. Narrative analysis: Oral versions of personal experience. In June Helm (ed.), Essays on the verbal and visual arts, 12–44. Seattle: University of Washington Press.Search in Google Scholar
Lorente, Beatriz. 2007. Mapping English linguistic capital: The case of Filipino domestic workers in Singapore. Singapore: National University of Singapore dissertation.Search in Google Scholar
Lorente, Beatriz. 2012. The making of “workers of the world”: Language and the labor brokerage state. In Alexandre Duchêne & Monica Heller (eds.), Language in late capitalism: Pride and profit, 183–206. New York & London: Routledge.10.21832/9781783099009-005Search in Google Scholar
Leidner, Robin. 1993. Fast food, fast talk. Berkeley, Los Angeles & London: University of California Press.10.1525/9780520914643Search in Google Scholar
Lockwood, Jane, Gail Forey & Helen Price. 2008. English in Philippine call centers and BPO operations: Issues, opportunities and research. In Ma. Lourdes S. Bautista & Kingsley Bolton (eds.), Philippine English: Linguistic and literary perspectives, 219–241. Hong Kong: Hong Kong University Press.10.5790/hongkong/9789622099470.003.0012Search in Google Scholar
Lomibao, Ma & Aurora Lolita. 2007. Hanging up: A postcolonial analysis of offshored call center agents based on the narratives of female call center agents. Diliman, Quezon City: University of the Philippines-Diliman master’s thesis.Search in Google Scholar
Mankekar, Purnima & Akhil Gupta. 2016. Intimate encounters: Affective labor in call centers. positions: east asia cultures critique 24(1). 17–43.10.1215/10679847-3320029Search in Google Scholar
McElhinny, Bonnie. 2010. The audacity of affect: Gender, race, and history in linguistic accounts of legitimacy and belonging. Annual Review of Anthropology 39(1). 309–328.10.1146/annurev-anthro-091908-164358Search in Google Scholar
Markham, Katie. 2018. Touring the post-conflict city: Negotiating affects during Belfast’s black cab mural tours. In Laurajane Smith, Margaret Wetherell & Gary Campbell (eds.), Emotion, affective practices, and the past in the present, 163–178. Oxford & New York: Routledge.10.4324/9781351250962-10Search in Google Scholar
Milani, John Richardson. 2020. Discourse and affect. Social Semiotics 31(5). 671–676. https://doi.org/10.1080/10350330.2020.1810553.Search in Google Scholar
Milroy, Lesley. 1980. Language and Social Networks. Oxford: Basil Blackwell.Search in Google Scholar
Mirchandani, Kiran. 2008. The call center: Enactment of class and nationality in transnational call centers. In Fineman Stephen (ed.), The emotional organization: Passions and power, 88–101. Oxford: Blackwell Publishing Ltd.Search in Google Scholar
Mirchandani, Kiran. 2012. Phone clones: Authenticity work in the transnational service economy. New York: Cornell University Press.10.7591/9780801464140Search in Google Scholar
Mirchandani, Kiran & Maitra Srabani. 2007. Learning imperialism through training in transnational call centres. In Lesley Farrell & Tara Fenwick (eds.), Educating the global workforce: Knowledge, knowledge work, and knowledge workers, 154–164. London & New York: Routledge.Search in Google Scholar
Nissi, Riikka. & Kati Dlaske. 2019. Empowerment as an affective-discursive technology in contemporary capitalism: Insights from a play. Critical Discourse Studies 17(4). 1–21.10.1080/17405904.2019.1649161Search in Google Scholar
O’Malley, Robert. 2013. Philippines call centre outsourcing. CreateSpace Independent Publishing Platform.Search in Google Scholar
Ortner, Sherry. 1989. High religion: A cultural and political history of Sherpa Buddhism. Princeton: Princeton University Press.10.1515/9780691218076Search in Google Scholar
Ortner, Sherry. 2006. Anthropology and social theory: Culture, power, and the acting subject. Durham & London: Duke University Press.10.1215/9780822388456Search in Google Scholar
Park, Joseph. 2019. Emotion, language, cultural transformation. In Sonya Pritzker, Janina Fenigsen & Wilce James (eds.), The Routledge handbook of language and emotion, 100–113. London: Routledge.10.4324/9780367855093-6Search in Google Scholar
Perkins, Douglas & Marc Zimmerman. 1995. Empowerment theory, research, and application. An introduction to a special issue. American Journal of Community Psychology 23. 569–579.10.1007/BF02506982Search in Google Scholar
Poster, Winifred. 2007. Who’s on the line? Indian call center agents pose as Americans for U.S.-outsourced firms. Industrial Relations 46(2). 271–304.10.1111/j.1468-232X.2007.00468.xSearch in Google Scholar
Pratt, Teresa. 2021. Affect in sociolinguistic style. Language in Society. 1–26. https://doi.org/10.1017/S0047404521000774.Search in Google Scholar
Rafael, Vicente. 1997. Ugly balikbayans and heroic OCWs. In “Your grief is our gossip”: Overseas Filipinos and other spectral presences. Public Culture 9(2). 267–291.10.1215/08992363-9-2-267Search in Google Scholar
Rao, Rahul. 2015. Global homocapitalism. In Radical philosophy, vol. 194. https://www.radicalphilosophy.com/article/global-homocapitalism (accessed 10 February 2021).Search in Google Scholar
Riessman, Catherine K. 1993. Narrative analysis (Qualitative Research Methods 30). Newbury Park, London & New Delhi: Sage.Search in Google Scholar
Reissman, Catherine K. 2008. Narrative methods for the human sciences. Thousand Oaks, New Delhi, London, & Singapore: Sage.Search in Google Scholar
Rodriguez, Robyn M. 2002. Migrant heroes: Nationalism, citizenship and the politics of Filipino migrant labor. Citizenship Studies 6(3). 341–356.10.1080/1362102022000011658Search in Google Scholar
Roxas-Tope, Lily Rose. 1998. (Un)framing Southeast Asia: Nationalism and the postcolonial text in English in Singapore, Malaysia and the Philippines. Diliman, QC: University of the Philippines Office of Research Coordination.Search in Google Scholar
Rushing, Sara. 2016. What’s left of “empowerment” after neoliberalism? Theory & Event 19(1).Search in Google Scholar
Salonga, Aileen O. 2016. Serving the world, serving the nation: Everyday nationalism and English in Philippine offshore call centres. In Kiran Mirchandani & Winifred Poster (eds.), Borders in service: Enactments of nationhood in transnational call centres, 121–151. Toronto: University of Toronto Press.10.3138/9781487511852-008Search in Google Scholar
Salonga, Aileen O. 2015. Performing gayness and English in an offshore call center industry. In Ruanni Tupas (ed.), Unequal Englishes: The politics of Englishes today, 130–142. London: Palgrave Macmillan.10.1057/9781137461223_8Search in Google Scholar
Salonga, Aileen O. 2010. Language and situated agency: An exploration of the dominant linguistic and communication practices in the Philippine offshore call centers [Unpublished doctoral dissertation]. National University of Singapore.Search in Google Scholar
Serquiña, Oscar T. 2016. “The greatest workers of the world”: Philippine labor out-migration and the politics of labeling in Gloria Macapagal-Arroyo’s presidential rhetoric. Philippine Political Science Journal 37(3). 207–227.10.1080/01154451.2016.1253822Search in Google Scholar
Seven, A.D. 2012. Pedestal. Youtube video, one minute. https://youtu.be/laLhdeTi4eg (accessed 2 February 2022).Search in Google Scholar
Shome, Raka. 2009. Thinking through the diaspora: Call centers, India, and a new politics of hybridity. International Journal of Cultural Studies 9(1). 105–124.10.1177/1367877906061167Search in Google Scholar
Smp, Account. 2015. Heroes Within. Youtube video, eight minutes. https://youtu.be/Had0e-pNQU0 (accessed 2 February 2022).Search in Google Scholar
Sonntag, Selma K. 2009. Linguistic globalization and the call center industry: Imperialism, hegemony or cosmopolitanism? Language Policy 8. 5–25.10.1007/s10993-008-9112-9Search in Google Scholar
Stromquist, Nelly. 1995. The theoretical and practical bases for empowerment. In Carolyn Medel-Anonuevo (ed.), Women, education and empowerment: Pathways towards autonomy, 13–22. Germany: UNESCO Institute for Education.Search in Google Scholar
Tupas, Ruanni & Aileen O. Salonga. 2016. Unequal Englishes in the Philippines. Journal of Sociolinguistics 20(3). 367–381.10.1111/josl.12185Search in Google Scholar
Taylor, Jody. 2016. Festivalizing sexualities: Discourses of ‘pride’, counter- discourses of ‘shame. In Andy Bennett, Jody Taylor & Ian Woodward (eds.), The Festivalization of culture, 27–48. London & New York: Routledge.10.4324/9781315558189Search in Google Scholar
Taylor, Steve. 1998. Emotional labour and the new workplace. In Paul Thompson & Chris Warhurst (eds.), Workplaces of the future (Critical Perspectives on Work and Organisations), 84–103. Basingstoke: MacMillan.10.1007/978-1-349-26346-2_5Search in Google Scholar
Taylor, Phil & Peter Bain. 2003. ‘Subterranean worksick blues’: Humour as Subversion in Two Call Centres. Organization Studies 24(9). 1487–1509.10.1177/0170840603249008Search in Google Scholar
Tejada, GeorgeII. 2014. A legacy of heroes: A short history of Convergys Philippines 10th anniversary. Youtube video, five minutes. https://youtu.be/Phlb6GTy458 (accessed 2 February 2022).Search in Google Scholar
Urciuoli, Bonnie. 2008. Skills and selves in the new workplace. American Ethnologist 35(2). 211–228.10.1111/j.1548-1425.2008.00031.xSearch in Google Scholar
Verma, Siddhaant. 2021. The progressive disillusionment of pink capitalism. International Journal of Law Management & Humanities 4(2). 1851–1856.Search in Google Scholar
Wee, Lionel & Robbie Goh. 2020. Language, space, and cultural play: Theorizing affect in the semiotic landscape. Cambridge, NY: Cambridge University Press.10.1017/9781108559515Search in Google Scholar
Wetherell, Margaret. 2012. Affect and emotion: A new social science understanding. Los Angeles, London, New Delhi, Singapore & Washington DC: Sage.10.4135/9781446250945Search in Google Scholar
Wetherell, Margaret. 2015. Trends in the turn to affect: A social psychological critique. Body & Society 21(2). 139–166.10.1177/1357034X14539020Search in Google Scholar
Wetherell, Margaret, Laurajane Smith & Gary Campbell. 2018. Affective heritage practice. In Laurajane Smith, Margaret Wetherell & Gary Campbell (eds.), Emotion, affective practices, and the past in the present, 84–103. Oxford & New York: Routledge.Search in Google Scholar
© 2022 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- Introduction: language, work and affective capitalism
- The pedagogy of love: a register of precarised English teachers in Chile
- Genealogies of reflexivity: register formations and the making of affective workers
- Language, (em)power(ment) and affective capitalism: the case of an entrepreneurship workshop for refugees in Germany
- Scripting Swiss smiles: a sociolinguistic analysis of affective-discursive practices in a Swiss call centre
- Empowerment narratives and sticky affects: the workings of affective capitalism in Philippine call centers
- Varia
- Intergenerational communication and family language policy of multicultural families in Japan
- Who texts what to whom and when? Patterning of texting in four multilingual minoritized language communities and a preliminary proposal for the language repertoire matrix
- Journey towards an unreachable destiny: parental struggles in the intergenerational transmission of Chinese as a heritage language in Australia
Articles in the same Issue
- Frontmatter
- Introduction: language, work and affective capitalism
- The pedagogy of love: a register of precarised English teachers in Chile
- Genealogies of reflexivity: register formations and the making of affective workers
- Language, (em)power(ment) and affective capitalism: the case of an entrepreneurship workshop for refugees in Germany
- Scripting Swiss smiles: a sociolinguistic analysis of affective-discursive practices in a Swiss call centre
- Empowerment narratives and sticky affects: the workings of affective capitalism in Philippine call centers
- Varia
- Intergenerational communication and family language policy of multicultural families in Japan
- Who texts what to whom and when? Patterning of texting in four multilingual minoritized language communities and a preliminary proposal for the language repertoire matrix
- Journey towards an unreachable destiny: parental struggles in the intergenerational transmission of Chinese as a heritage language in Australia