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Cultural Studies and Transdisciplinarity in Education

Affective Governmentality

Neoliberal Education Advertisements in Singapore

Authors: Pereira, Andrew Joseph

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  • Explores the role of governing political rationalities in informing the social, material, and cultural bases for educational advertisements
  • Scrutinises the formation of emotional technologies through an ethic of caring, harnessing vulnerabilities and triumphalism
  • Offers a critical and alternative view of hope and aspirations for societal transformation
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eBook $84.99
price for USA in USD (gross)
  • ISBN 978-981-13-7807-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $109.99
price for USA in USD
  • ISBN 978-981-13-7806-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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 central and pressing question of school marketisation in Singapore, and problematises the seemingly innocuous portrayals of care in light of neoliberal governmentality seeking to perform cultural work on preferred identities and subjectivities. Using a judicious selection of media artefacts, the book scrutinises the creation of emotional technologies through an ethic of caring, harnessing vulnerabilities and triumphalism. As such it not only equips readers to understand the role of emotional technologies but also offers a critical and alternative view of hope and aspirations for transforming society.

About the authors

Andrew Pereira is a researcher at the Nanyang Technological University’s (NTU) National Institute of Education. His research interests include educational sociology, discourse studies, multimodality, and youth purpose. The central focus of his research delves into the political economy of education considering neoliberal philosophies and policies. Aiming to investigate ideology, he employs a variety of method including discourse, multimodal, and systemic functional grammatical analysis; architectural studies; literary criticism; and film theory. He has also taught in secondary schools and junior colleges in Singapore, He has published in journals like Chinese Journal of Applied Linguistics and Pedagogies: An International Journal. In 2012, he was awarded the Nanyang Technological University Research Scholarship, where he obtained his Ph.D in English Studies from the National Institute of Education. In 2014, he won the Best Paper Award at the APERA Conference held in Hong Kong.

Table of contents (6 chapters)

Table of contents (6 chapters)
  • Governmentality and Education: Vulnerable Triumphalism as a Technology

    Pages 1-18

    Pereira, Andrew Joseph

  • Pastoral Power and Governmental Subjectivities: An Analysis of a Teacher Recruitment Advertisement

    Pages 19-38

    Pereira, Andrew Joseph

  • Governmentality and Mediatisation: An Analysis of a Teacher Recruitment Advertising Campaign

    Pages 39-62

    Pereira, Andrew Joseph

  • Governmentality, Geosemiotics, and the Visual Culture of School Banner Advertisements

    Pages 63-88

    Pereira, Andrew Joseph

  • Governmentality, School Marketisation, and the Biopolitics of Custom-Built School Advertisements

    Pages 89-114

    Pereira, Andrew Joseph

Buy this book

eBook $84.99
price for USA in USD (gross)
  • ISBN 978-981-13-7807-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $109.99
price for USA in USD
  • ISBN 978-981-13-7806-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Affective Governmentality
Book Subtitle
Neoliberal Education Advertisements in Singapore
Authors
Series Title
Cultural Studies and Transdisciplinarity in Education
Series Volume
9
Copyright
2019
Publisher
Springer Singapore
Copyright Holder
Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-13-7807-2
DOI
10.1007/978-981-13-7807-2
Hardcover ISBN
978-981-13-7806-5
Series ISSN
2345-7708
Edition Number
1
Number of Pages
XV, 129
Number of Illustrations
20 b/w illustrations
Topics