#DressCodePM & Re-Framing The Niqab: News Sources, Hashtag Activism, and Media Representation

This thesis originates from my interest in exploring how minorities are using social media to talk back to mainstream media. This study examines whether hashtags that trend on Twitter may impact how news stories related to minorities are covered in Canadian media. The Canadian Prime Minister Stephen Harper stated the niqab was “rooted in a culture that is anti-women” on 10 March 2015. The next day #DressCodePM trended in response to the PM’s niqab remarks. Using network gatekeeping theory, this study examines the types of sources quoted in the media stories published on 10 and 11 March 2015. The study’s goal is to explore whether using tweet quotes leads to the representation of a more diverse range of news sources. The study compares the types of sources quoted in stories that covered Harper’s comments without mentioning #DressCodePM versus stories that mention #DressCodePM. This study also uses Tuen A. van Dijk’s methodology of asking “who is speaking, how often and how prominently?” in order to examine whose voices have been privileged and whose voices have been marginalized in covering the niqab in Canadian media from the 1970s and until the days following the PM’s remarks. Network gatekeeping theory is applied in this study to assess whether the gated gained more power after #DressCodePM trended. The case study’s findings indicates that Caucasian male politicians were predominantly used as news sources in covering stories related to the niqab for the past 38 years in the Globe and Mail. The sourcing pattern of favouring politicians continued in Canadian print and online media on 10 March 2015 following Harper’s niqab comments. However, ordinary Canadian women, including Muslim women, were used more often than politicians as news sources in the stories about #DressCodePM that were published on 11 March 2015. The gated media users were able to gain power and attract Canadian Media’s attention by widely spreading #DressCodePM. This study draws attention to the lack of diversity of sources used in Canadian political news stories, yet this study also shows it is possible for the gated media users to amplify their voices through hashtag activism.

Calling for resistance: The political economy of Indian and Canadian call centre industries

Call centres have in the last three decades come to define the interaction between corporations, governments, and other institutions and their respective customers, citizens, and members. From telemarketing to tele-health services, to credit card assistance, and even emergency response systems, call centres function as a nexus mediating technologically enabled labour practices with the commodification of services. Because of the ubiquitous nature of the call centre in post-industrial capitalism, the banality of these interactions often overshadows the nature of work and labour in this now-global sector. Advances in telecommunication technologies and the globalization of management practices designed to oversee and maintain standardized labour processes have made call centre work an international phenomenon. Simultaneously, these developments have dislocated assumptions about the geographic and spatial seat of work in what is defined here as the new international division of knowledge labour. The offshoring and outsourcing of call centre employment, part of the larger information technology and information technology enabled services sectors, has become a growing practice amongst governments and corporations in their attempts at controlling costs. Leading offshore destinations for call centre work, such as Canada and India, emerged as prominent locations for call centre work for these reasons. While incredible advances in technology have permitted the use of distant and “offshore” labour forces, the grander reshaping of an international political economy of communications has allowed for the acceleration of these processes. New and established labour unions have responded to these changes in the global regimes of work by seeking to organize call centre workers. These efforts have been assisted by a range of forces, not least of which is the condition of work itself, but also attempts by global union federations to build a bridge between international unionism and local organizing campaigns in the Global South and Global North. Through an examination of trade union interventions in the call centre industries located in Canada and India, this dissertation contributes to research on post-industrial employment by using political economy as a juncture between development studies, critical communications, and labour studies.