Globalization, governmentality and expertise: creating a call centre labour force

Through a case study of the New Zealand Call Centre Attraction Initiative this paper draws attention to the forms of expertise and knowledge practices through which low wage labour forces are being constituted in the name of 'globalization'. Drawing on the neo-Foucauldian literature on 'governmentality', it identifies the significance of 'post-welfarist' expertise, including human resources companies, training providers, industry associations and information providers, and shows these private sector actors are beginning to usurp the role historically played by state agencies. Close attention is paid to how this expertise is assembled around a particular strategy - the establishment of a toll free number to recruit call centre workers - intended to mobilize mothers, migrants and students, all of whom have been historically marginalized from core labour force participation.