Identity Crisis, Language, and National Belonging in Moroccan Call Centres

This article examines identity, particularly organisational, religious and professional identities, of Moroccan call centre workers. It does this within the context of globalised labour practices and examines how workers negotiate different identities and perform different performances as they cope with the requirements of global capital. Drawing on identity theory and the field of sociolinguistics, the article presents identity as an ongoing, dynamic process shaped by the interactions and power structures operating within particular contexts. Applying this framework to the workers in Moroccan call centres, the article argues that hybrid identities emerge, characterised by fragmentation, as workers negotiate organisational requirements, linguistic hierarchies, and cultural affiliations in a globalising world.