The advent of neoliberal school reforms and school marketisation compels schools to advertise extensively and creatively for student recruitment. This chapter focuses on a particular school that has converted and modified structural features like perimeter walls for advertisement and showcasing purposes. Employing an anecdotal discourse analysis,…

This book investigates the subjectivities in education arising from the triumphant mobilisation of care as portrayed in educational advertisements, and provides a novel theory of affective governmentality based on empirical research on affect, neoliberalism, and governmentality. It also takes the bold step of encouraging the re-imagination of the…

The introduction sets the stage for investigating the portrayal of culture and education within the educational imaginary of neoliberalism and governmentality. This chapter problematises the deployment of triumphalist caring discourses within an affective technology in various advertisements and media. Designed from the theoretical concerns of…

The chapter focuses on media related to a teacher recruitment video entitled "Mrs. Chong" and demonstrates how a coordinated media campaign disperses and circulates affective discourses of neoliberalism and governmentality. Arguing that both media and society shape each other, this chapter also analyses comments found on the social media…

Advertisements commissioned by official ministries make ideal sites for investigating how media discourses are informed by state ideologies. Teacher recruitment advertisements, in particular, may be seen mobilising an ideologically charged vision of teacher professionalism that is at once reductive and productive. This chapter critiques the…