Affective Governmentality: Neoliberal Education Advertisements in Singapore
In: Cultural Studies and Transdisciplinarity in Education Ser. v.9
Intro -- Preface -- Acknowledgements -- Contents -- List of Figures -- List of Tables -- Chapter 1: Governmentality and Education: Vulnerable Triumphalism as a Technology -- 1.1 Introduction -- 1.1.1 Background and Context: Fears and Desires -- 1.2 Assembling the Theoretical Framework -- 1.2.1 Neoliberalism -- 1.2.2 Governmentality -- 1.2.3 Affect and Emotions -- 1.2.4 Affect, Governmentality, and Neoliberalism -- 1.2.5 Vulnerable Triumphalism -- 1.3 Significance -- 1.3.1 Research Focus and Questions -- 1.4 Delineation of Chapters -- References -- Chapter 2: Pastoral Power and Governmental Subjectivities: An Analysis of a Teacher Recruitment Advertisement -- 2.1 Introduction -- 2.1.1 The Research Data -- 2.1.2 Operationalising Neoliberal, Governmental, and Affective Education -- 2.1.3 Government Policies in the Popular and Mass Media -- 2.1.4 The Romanticisation of the Heartlander -- 2.1.5 The Pedagogy of Care -- 2.2 Methods -- 2.3 Analyses and Findings -- 2.3.1 Portrayals of Poverty -- 2.3.2 Portrayals of Femininity -- 2.4 Discussion -- 2.5 Concluding Remarks -- References -- Chapter 3: Governmentality and Mediatisation: An Analysis of a Teacher Recruitment Advertising Campaign -- 3.1 Introduction -- 3.2 Review of Mediatisation and Resistance -- 3.2.1 Mediatisation -- 3.2.2 Resistance -- 3.3 Methods -- 3.4 Mediatisation Analyses -- 3.4.1 Iremembermyteacher.com: Mrs. Chong -- 3.4.2 Mdm. Ang: Video -- 3.4.3 Mr. Kumar: Video -- 3.4.4 "The Teachers We Remember": Magazine Article -- 3.4.5 Social Media Comments -- 3.5 Concluding Remarks -- References -- Chapter 4: Governmentality, Geosemiotics, and the Visual Culture of School Banner Advertisements -- 4.1 Introduction -- 4.2 Literature Review -- 4.2.1 Neoliberalism -- 4.3 Methods: The Governmental-Geosemiotic Approach -- 4.4 Findings -- 4.4.1 School Advertisements -- 4.4.2 Logos and Awards.