Advertisement

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

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

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.

Keywords

Governmentality Mediatisation Education advertising Resistance Circulation of affect Neoliberalism 

References

  1. Ahmed, S. (2004). Affective economies. Social Text, 22(2), 117–139.CrossRefGoogle Scholar
  2. Beck, U. (2006). Living in the world risk society: A Hobhouse Memorial Public Lecture given on Wednesday 15 February 2006 at the London School of Economics. Economy and Society, 35(3), 329–345.CrossRefGoogle Scholar
  3. Boler, M. (1999). Feeling power: Emotions and education. London, UK: Routledge.Google Scholar
  4. Bourdieu, P. (1977). Outline of a theory of practice (trans: Nice, R., 1995 ed.). Cambridge, UK: Cambridge University Press.Google Scholar
  5. Bragg, S. (2007). “Student voice” and governmentality: The production of enterprising subjects? Discourse: Studies in the Cultural Politics of Education, 28(3), 343–358.Google Scholar
  6. Butler, J. (1997). Excitable speech: A politics of the performative. London, UK: Routledge.Google Scholar
  7. Chen, K.-H. (2010). Asia as method: Toward deimperialization. Durham, NC: Duke University Press.CrossRefGoogle Scholar
  8. Chua, B. H. (2011). Singapore as model: Planning innovations, knowledge experts. In A. Roy & A. Ong (Eds.), Worlding cities: Asian experiments and the art of being global (pp. 29–54). Malden, MA: Blackwell Publishing.Google Scholar
  9. Davie, S. (2014, June 25). Singapore teachers among the youngest in the world, but also among the most hardworking. Straits Times. Retrieved from http://www.straitstimes.com
  10. Fairclough, N. (2000). New labour, new language? London, UK: Routledge.Google Scholar
  11. Fischman, G. E., & McLaren, P. (2005). Rethinking critical pedagogy and the Gramscian and Freirean legacies: From organic to committed intellectuals or critical pedagogy, commitment, and praxis. Cultural Studies – Critical Methodologies, 5(4), 425–446.  https://doi.org/10.1177/1532708605279701 CrossRefGoogle Scholar
  12. Foucault, M. (1978). The history of sexuality. Volume 1: An introduction, (trans Robert, H.). New York, NY: Vintage.Google Scholar
  13. Foucault, M. (1982). The subject and power. Critical Inquiry, 8(4), 777–795.CrossRefGoogle Scholar
  14. Foucault, M. (1988). Technologies of the self. In L. H. Martin, H. Gutman, & P. H. Hutton (Eds.), Technologies of the self: A seminar with Michel Foucault (pp. 16–49). Amherst, MA: University of Massachusetts Press.Google Scholar
  15. Foucault, M. (2003). Society must be defended: Lectures at the Collège de France, 1975–1976 (trans: Ewald, F., vol. 3). London, UK: Macmillan.Google Scholar
  16. Freire, P. (1970). Pedagogy of the oppressed (trans: Ramos, M. B.). New York, NY: Continuum.Google Scholar
  17. General Education Officer. (2015, November 15). Retrieved from http://careers.pageuppeople.com/
  18. Goh, C. T. (1997, January 02, 2008). National Day Rally Speech Global city, best home. Retrieved from http://www.moe.gov.sg/media/speeches/1997/240897.htm
  19. Hall, S. (1990). The emergence of cultural studies and the crisis of the humanities. October: The Humanities as Social Technology, 53.(Summer, 11–23.CrossRefGoogle Scholar
  20. Hjarvard, S. P. (2013). The mediatization of culture and society. London, UK: Routledge.CrossRefGoogle Scholar
  21. Hochschild, A. R. (1979). Emotion work, feeling rules, and social structure. American Journal of Sociology, 85(3), 551–575.CrossRefGoogle Scholar
  22. I remember my teacher. (2010). Retrieved from http://iremembermyteacher.com/
  23. Kelly, M. G. (2013). Foucault, subjectivity, and technologies of the self. In C. Falzon, T. O’Leary, & J. Sawicki (Eds.), A companion to Foucault (pp. 78–105). Oxford, UK: Blackwell Publishing.Google Scholar
  24. Kenway, J., & Bullen, E. (2001). Consuming children: Entertainment, advertising and education. Buckingham, PA: Open University Press.Google Scholar
  25. Kenway, J., & Fahey, J. (2011). Public pedagogies and global emoscapes. Pedagogies: An International Journal, 6(2), 167–179.CrossRefGoogle Scholar
  26. Kenway, J., Bigum, C., & Fitzclarence, L. (1993). Marketing education in the postmodern age. Journal of Education Policy, 8(2), 105–122.CrossRefGoogle Scholar
  27. Kincheloe, J. L. (2007). Critical pedagogy in the twenty-first century: Evolution for survival. In P. McLaren & J. L. Kincheloe (Eds.), Critical pedagogy: Where are we now? (pp. 9–42). New York, NY: Peter Lang.Google Scholar
  28. Ladson-Billings, G. (1995). Toward a theory of culturally relevant pedagogy. American Educational Research Journal, 32(3), 465–491.CrossRefGoogle Scholar
  29. Lim, V. F., & O'Halloran Kay, L. (2012). The ideal teacher: An analysis of a teacher-recruitment advertisement. Semiotica, 189(1/4), 229–253.Google Scholar
  30. Lingard, B., & Rawolle, S. (2004). Mediatizing educational policy: The journalistic field, science policy, and cross-field effects. Journal of Education Policy, 19(3), 361–380.CrossRefGoogle Scholar
  31. Loh, K. S. (1998). Within the Singapore story: The use and narrative of history in Singapore. Crossroads: An Interdisciplinary Journal of Southeast Asian Studies, 12(2), 1–21.Google Scholar
  32. MOE (Producer). (2013a, February 09). Mr. Kumar. [Video file]. Retrieved from https://www.youtube.com/watch?v=uRpFltRldUA&spfreload=10
  33. MOE (Producer). (2013b, July 23). Mdm. Ang. [Video file]. Retrieved from https://www.youtube.com/watch?v=JcnXs1k9q08
  34. Ng, J. W. Q., & Teo, P. C. S. (2015). “Every teacher, a caring educator”: A multimodal discourse analysis of a teacher recruitment video in Singapore. Multimodal Communication, 4(1), 15–29.Google Scholar
  35. Nias, J. (1996). Thinking about feeling: The emotions in teaching. Cambridge Journal of Education, 26(3), 293–306.CrossRefGoogle Scholar
  36. Noddings, N. (1986). Fidelity in teaching, teacher education, and research for teaching. Harvard Educational Review, 56(4), 496–511.CrossRefGoogle Scholar
  37. OECD. (2013). The OECD teaching and learning international survey. http://stats.oecd.org/Index.aspx?datasetcode=talis_2013%20
  38. Poon, A. M. C. (2005). Performing national service in Singapore: (Re)imagining nation in the poetry and short stories of Alfian Sa’at. The Journal of Commonwealth Literature, 40(3), 118–138.  https://doi.org/10.1177/0021989405056977 CrossRefGoogle Scholar
  39. Rawolle, S. (2010). Understanding the mediatisation of educational policy as practice. Critical Studies in Education, 51(1), 21–39.CrossRefGoogle Scholar
  40. Simons, M., & Masschelein, J. (2008). The governmentalization of learning and the assemblage of a learning apparatus. Educational Theory, 58(4), 391–415.CrossRefGoogle Scholar
  41. Sreekumar, T., & Vadrevu, S. (2013). Subpolitics and democracy: The role of new media in the 2011 general elections in Singapore. Science Technology & Society, 18(2), 231–249.CrossRefGoogle Scholar
  42. Tan, H. (2012, November 15, 2012). Strait-laced Singapore hit by teacher scandals. Bloomberg Businessweek. Retrieved from http://www.businessweek.com/ap/2012-11-15/strait-laced-singapore-hit-by-teacher-scandals
  43. Tang, H. W. (2009). The networked electorate: The internet and the quiet democratic revolution in Malaysia and Singapore. Journal of Information, Law & Technology, 2, 1–33.Google Scholar
  44. Tay, S. (2013, May 13). How to tell a good story. Retrieved from http://www.challenge.gov.sg/print/cover-story/how-to-tell-a-good-story
  45. Teachers who made a difference: Mr Kumar. (2013, February 19). Retrieved from https://www.schoolbag.sg/story/teachers-who-made-a-difference%2D%2D-mr-kumar
  46. Tharman, S. (2004, September 29). Work plan seminar 2004. Retrieved from https://www.moe.gov.sg/media/speeches/2004/sp20040929.htm
  47. Thrift, N. (2005). Knowing capitalism. London, UK: Sage.Google Scholar
  48. Twang, L. (2013). The teachers we remember. Contact. April(10), 4–7.Google Scholar
  49. Williams, R. (1965). The long revolution. Harmondsworth, UK: Penguin.Google Scholar
  50. Youdell, D. (2006). Subjectivation and performative politics – Butler thinking Althusser and Foucault: Intelligibility, agency and the raced–nationed–religioned subjects of education. British Journal of Sociology of Education, 27(4), 511–528.CrossRefGoogle Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

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

Personalised recommendations