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

  • Andrew Joseph Pereira
Part of the Cultural Studies and Transdisciplinarity in Education book series (CSTE, volume 9)


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 ideological discourses underlying the narrative representation of professional teacher identity in a Singapore teacher recruitment video advertisement entitled Mrs. Chong which features a caring teacher going out of her way to help an economically disadvantaged student and concludes with the romantic suggestion that the path to success stems from personal inspiration and determination. This chapter illustrates how neoliberal governmentality attempts to place the notion of care under an affective technology. Where the hardships of teaching are as its own rewards, the governmental representations suggest idiosyncratic caring engaging in a privatised form of social work that fails to question larger socio-political forces. The establishing of a critical space for the role of caring and emotions within education is also explored.


Affect Emotions Neoliberalism Governmentality Pastoral power Gender Class Subjectivity Education advertisements Media analysis 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Andrew Joseph Pereira
    • 1
  1. 1.National Institute of EducationNanyang Technological UniversitySingaporeSingapore

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