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

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Affective Governmentality

Part of the book series: Cultural Studies and Transdisciplinarity in Education ((CSTE,volume 9))

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Abstract

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 websites to investigate audience views that may be instructive in resisting dominant discourses.

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Notes

  1. 1.

    The video can be found at https://www.youtube.com/watch?v=GETzOHRPqus&gl=SG&hl=en-GB.

  2. 2.

    There are three main educational tracks or streams in secondary schools. The Express stream is a 4-year course, while the Normal (Academic) has an additional year. The Normal (Technical) stream focuses on vocational occupations.

  3. 3.

    The video can be found at https://www.youtube.com/watch?v=JcnXs1k9q08.

  4. 4.

    As a tale from the Sejarah Melayu (Malay Annals), the legend states that the seas surrounding ancient Singapore were under attack by the swordfish who threatened not only the livelihoods of fishermen but their very lives too. The rulers of Singapore launched waves of attack against the swordfish only to end up with increasing fatalities. An ingenious idea of ring-fencing the island with a wall of banana tree trunks was suggested by a young boy which proved to save the day by trapping the fish and making them easy prey. Infuriated by being outwitted by a young boy and fearing his potential challenge to the rights to rule the island, the boy was assassinated by the rulers.

  5. 5.

    The video can be found at https://www.youtube.com/watch?v=kYPNdUDbJ8s.

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Authors and Affiliations

  1. National Institute of Education, Nanyang Technological University, Singapore, Singapore

    Andrew Joseph Pereira

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  1. Andrew Joseph Pereira
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Pereira, A.J. (2019). Governmentality and Mediatisation: An Analysis of a Teacher Recruitment Advertising Campaign. In: Affective Governmentality. Cultural Studies and Transdisciplinarity in Education, vol 9. Springer, Singapore. https://doi.org/10.1007/978-981-13-7807-2_3

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  • DOI: https://doi.org/10.1007/978-981-13-7807-2_3

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-13-7806-5

  • Online ISBN: 978-981-13-7807-2

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