.... "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."
.... Call-center employees gain their financial independence at the risk of an identity crisis. A BPO salary is contingent on the worker's ability to de-Indianize: to adopt a Western name and accent and, to some extent, attitude. Aping Western culture has long been fashionable; in the call-center classroom, it's company policy. Agents know that their jobs only exist because of the low value the world market ascribes to Indian labor. The more they embrace the logic of global capitalism, the more they must confront the notion that they are worth less.
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