The Null Device
A journalist from US progressive magazine Mother Jones travelled to India and signed up to work in a call centre, going through the cultural training employees get to teach them to pass as Westerners:
Next is "culture training," in which trainees memorize colloquialisms and state capitals, study clips of Seinfeld and photos of Walmarts, and eat in cafeterias serving paneer burgers and pizza topped with lamb pepperoni. Trainers aim to impart something they call "international culture"—which is, of course, no culture at all, but a garbled hybrid of Indian and Western signifiers designed to be recognizable to everyone and familiar to no one. The result is a comically botched translation—a multibillion dollar game of telephone. "The most marketable skill in India today," the Guardian wrote in 2003, "is the ability to abandon your identity and slip into someone else's."The article goes on to descibe how the Indian call-centre workers' received knowledge of America (described as a land of stupid, greedy people awash in money) comes up against their interactions with the American underclass, whom they're meant to be squeezing for unpaid bills:
Nishant, now 26, moved to Delhi at age 18. His first job was tracking down Americans with delinquent bills. "In training they told us, 'It's easy. These guys have the money, they just don't want to pay.' They told us, 'Threaten their credit score, Americans can't live without good credit.'" On his first day, Nishant donned his headset, dialed the number on the screen and was connected to a 60-year-old woman in Tennessee. She had an outstanding hospital bill for $400. "I told her, 'Just pay this, what's the problem?' She told me, 'You don't understand, I can't pay.'" They talked for 45 minutes, and the woman cried as she told Nishant about the Iraq War and its toll on American families. "By this time I'm crying also," Nishant said.
The same day, he was connected with a man living in a trailer. "I told him, 'What's a trailer?' He told me, 'It's this tin shed; it gets 90 degrees; we don't have our own washroom.'" Nishant learned more about America that first day, he told me, than he had in his whole childhood.Elsewhere, the call centre workers were trained in the basics of Australian culture:
"Just stating facts, guys," Lekha began, as we scribbled notes, "Australia is known as the dumbest continent. Literally, college was unknown there until recently. So speak slowly." Next to me, a young man in a turban wrote No college in his notebook. "Technologically speaking, they're somewhat backward, as well. The average person's mobile would be no better than, say, a Nokia 3110 classic." This drew scoffs from around the room. "Australians drink constantly," Lekha continued. "If you call on a Friday night, they'll be smashed—every time..."
"Well, for one thing," Lekha said, "let's admit: They are quite racist. They do not like Indians. Their preferred term for us is—please don't mind, ladies—'brown bastards.' So if you hear that kind of language, you can just hang up the call."(The thing about most Australians having ancient Nokia handsets sounds apocryphal—from what I understand, Australia has one of the highest iPhone adoption rates in the world—though there may be some truth in Australia lagging behind India in terms of telecommunications infrastructure.)
The article goes on, describing fraud operations that call centre workers were hired to work on (""All it is," Rohan explained, "is you call American clients. Tell them, 'US government is giving away free money!'""), the reactions of angry people from different countries (the British are reportedly sarcastic, whereas the Americans are more free with their anger), and a sense of alienation experienced by the call centre workers, trapped between their conditioned, deracinated, generic-Western personas and the more conservative, deeply rooted India they've culturally left behind:
In a sense, Arjuna is too westernized to be happy in India. He speaks with an American accent, listens to American rock music, and suffers from American-style malaise. In his more candid moments, he admits that life would have been easier if he had hewn to the traditional Indian path. "I spent my youth searching for the real me," he says. "Sometimes I feel that now I've destroyed anything that is the real me, that I am floating somewhere in between."