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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.
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.
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