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Resumo

As work regimes become global, social communication increasingly occurs across locations far apart. In the absence of a common national, ethnic, or organizational culture across continents, what makes communication possible among social worlds technologically integrated in real time? Taking India's global call centers as the focus of analysis, this article attempts to solve the riddle of communication by showing how transnational business practices rely on the transmutation of cultural communication into global communication through the processes of neutralization and mimesis. Neutralization refers to attempts at pruning unwanted cultural particulars, whereas mimesis refers to simulating desired cultural elements.

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