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

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


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.


Governmentality Mediatisation Education advertising Resistance Circulation of affect Neoliberalism 


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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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