A B S T R A C TBilingual call centers in El Paso, Texas, an extensively bilingual US-Mexico border setting, provide a valuable opportunity to examine empirically what occurs with respect to language shift reversal of Spanish in the context of new information economy. Interviews were conducted with thirty-nine call center operators and managers, and twelve translators and interpreters. Call centers provide an important occupational performance of and recognition to the Spanish language. Nevertheless, bilingual call centers mainly rely on uncompensated, socially provided language skills in Spanish, a freely available "heritage language" in the border setting. Spanish is not valued as a technical competency, worth specific attention to training, management of language features, and extra compensation. Bilingualism is used in the labor market as a sign of cheap and flexible labor, rather than as economically and socially valued "skill," even though in the new information workplace it serves the latter role. (Call centers, new economy, language and workplace, bilingualism, Spanish, borders)*
I N T R O D U C T I O N"Thank you for calling. For English, press or say 'one.' Para español, oprima o diga 'dos'." With variations, this statement is the initial telephone message used by numerous corporations for services directed to mass consumers in the United States. The statement reflects the relevance of the Hispanic market segment and the Spanish language in reaching corporate objectives. The incorporation of the Spanish language in the business practices of North American companies supports the hypothesis of a shift in favor of Spanish in the United States, especially in the