Authenticity Work in the Transnational Service Economy
This book has explored the authenticity work of customer service workers in India, revealing the proactive, conscious, and continual negotiation of sameness and difference that characterizes the transnational service economy. It has shown how authenticity work sheds light on the work of establishing legitimacy in the context of colonial histories and transnational economic relations. It has considered how authenticity work requires Indian customer service agents to be phone clones—simultaneously similar and different from their Western customers. The book concludes by discussing the notion of authenticity in relation to the microprocesses of economic globalization. It argues that call center agents suffer from a gaping hole in regulatory entitlements in the context of contemporary neoliberalism, such as employer violations of their terms of employment.
Keywords: authenticity work, customer service workers, India, transnational service economy, colonial histories, transnational economic relations, Western customers, globalization, call center agents, neoliberalism
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