This study investigates how the expression of subjectivity influences the speech of attendants at a Brazilian call center service. On the basis of a corpus of recorded call services to clients of a health-insurance company, it was attempted to identify, through the first-person pronoun, (i) how the transitivity system and the modal structure (Halliday, 1994) express the attendant s subjectivity and (ii) what are the roles taken on by the attendants while speaking in these contexts. The theoretical foundations of the study assume the Systemic Functional perspective of language (Halliday, 1994), as well as concepts of Interactional Sociolinguistics about speaker production format (Goffman, [1979] 2002). The research begins with a quantitative analysis of occurrences of I by means of lexical analysis software (Barlow, 1999), followed by a qualitative analysis of the contexts, taking into consideration the actions of the speaker-attendants. The results of the research show that, because the speech of the attendants is modeled on a script determined by the company, the contexts where I occurs are not a space for the full expression of the attendant s subjectivity. Our conclusion also shows that it is primarily as an animator that the attendant talks to the client fin order to solve his or her problems.