MAGAZINERADIOSHOP
LOG INSUBSCRIBE
2021-02-27
Written by Lila Patel
In this thought-provoking exploration, historian José García Oliva delves into the intersections of call centre work and colonialism, shedding light on the ways in which global systems of power and inequality are reproduced in everyday life. By examining the experiences of workers in the Philippines, where large corporations have established outsourcing facilities, García Oliva critiques the myth of neoliberal progress and reveals the darker side of "globalization" that has left millions of people in poverty.
How May I Serve You? is more than just a phrase; it's a way of life for millions of people around the world. José García Oliva, author of this thought-provoking book, delves into the complexities of call centres, exploring the intricate relationships between labour, identity, and the effects of automation on our lives.
Call centres are often viewed as a necessary evil in the modern business landscape. However, as García Oliva argues, these structures are not just about providing customer support; they are also imbued with power dynamics that shape our experiences of work and identity. The author examines the ways in which call centres are designed to manage labour, creating a system that is both exploitative and contradictory.
When we're on the phone to a large conglomerate attempting to troubleshoot our tech or online-related queries, we're rarely thinking about the human beings behind the other end of the line. We assume that the person speaking to us is just another cog in the corporate machine, but García Oliva reveals the intricate web of relationships and power struggles that underpin these interactions.
García Oliva's work highlights the ways in which call centre labour is intertwined with issues of identity and subjectivity. The author argues that the structure of call centres creates a regime of visibility, where employees are constantly monitored and surveilled. This raises important questions about the nature of autonomy, agency, and selfhood in the workplace.
In many cases, employees who work in call centres are classified as temporary or contract workers, which can create ambiguities around their rights and protections under employment law. García Oliva examines how these power dynamics affect employees' experiences of identity and labour, revealing a complex interplay between individual agency and structural constraints.
As automation continues to transform the nature of work, García Oliva's book offers a timely exploration of the implications for call centre labour. The author argues that the increasing use of artificial intelligence and machine learning in customer service is not just about improving efficiency; it's also about displacing human workers and further entrenching existing power dynamics.
The ways in which outsourced companies surveil employees' chats, analyse their language patterns, and evaluate their performance raise important questions about the ethics of AI-driven decision-making. García Oliva contends that we need to think more critically about the consequences of automation for our lives and our labour practices.
One of the most striking aspects of call centre culture is its reliance on surveillance and control. Employees are often subject to intense monitoring, with their every move tracked and evaluated. This creates a climate of fear and anxiety, as workers are forced to constantly perform and produce under the gaze of management.
García Oliva examines how this regime of visibility affects employees' lives, revealing the ways in which call centre culture shapes our relationships, desires, and subjectivities. The author argues that we need to challenge these power dynamics, advocating for a more democratic and participatory approach to labour relations.
How May I Serve You? is not just an academic analysis; it's also a call to action. García Oliva invites us to rethink our assumptions about work, identity, and the role of automation in our lives. The book challenges us to consider the ways in which we can create more equitable and just labour practices, ones that prioritize human agency and autonomy over profit and efficiency.
In an era where the gig economy and automation are transforming the nature of work, García Oliva's book offers a vital perspective on the complexities of call centre culture. By unpacking the power dynamics and relationships that underpin these structures, we can begin to build a more just and equitable world for all workers.