• Johanna Woydack
Part of the Communicating in Professions and Organizations book series (PSPOD)


Woydack offers a much-needed summary and analysis of how and why standardization, call centers, and scripts are frequently stigmatized. Building on the insight that standardization and, more specifically, scripts are not only a means for understanding current Western society but also offer insight into modern corporations, she outlines a new methodological framework. This innovative framework marries institutional ethnography with the anthropological based theory of transposition. Woydack highlights the benefits of this novel methodology for investigating the spatial significance of work environments and their organizational hierarchies. The same methods facilitate study of the dynamics of standardization and individual agency in the life of a script.


Institutional ethnography Institutional transpositional ethnography Standardization Call centers Scripts Agency Entextualization Contextualization Recontextualization Text trajectories Literacy studies Organizational ethnography Textual trajectories Resistance Compliance Audit cultures 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Johanna Woydack
    • 1
  1. 1.Foreign Language Business CommunicationVienna University of Economics and BusinessViennaAustria

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