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Article published In: English World-Wide
Vol. 38:3 (2017) ► pp.244–274

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Phonetic convergence towards American English by Indian agents in international service encounters

 | University of Edinburgh
 | University of Edinburgh
Published online: 1 December 2017
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https://doi.org/10.1075/eww.38.3.01cow
Abstract
In outsourced voice-based services (call centres are a typical example), an agent providing a service is likely to accommodate their speech to that of the customer. In services outsourced to India, as in other postcolonial settings, the customer accent typically does not have a place in that agent’s repertoire. This presents an opportunity to test whether exposure to the customer accent through telephone work promotes phonetic convergence, and/or whether social factors are implicated in convergence. In this map task experiment, 16 IT workers from Pune (half of whom regularly spoke to American colleagues on the telephone) gave directions to American followers. There was evidence of imitation of the bath vowel with an American addressee. However, imitation did not depend on exposure alone. Attitudes to American English, social networks and individuals’ sense of themselves as performers affected their behaviour in the experiment.
Article outline
  • 1.Introduction
  • 2.Phonetic convergence, sociolinguistic variables and accommodation theory
  • 3.Contact with American English
  • 4.Choice of variable
  • 5.Method: Participant recruitment
  • 6.Method: bath vowel
  • 7.Results: bath vowel
  • 8.Factors involved in convergence
    • 8.1Social networks
    • 8.2Travel to the US
    • 8.3Ideology of language and accent
    • 8.4Media
    • 8.5Future aims to travel or migrate
  • 9.Conclusion
  • Acknowledgements
  • Notes
  • References
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