Advertisement

Governmentality, School Marketisation, and the Biopolitics of Custom-Built School Advertisements

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

Abstract

The advent of neoliberal school reforms and school marketisation compels schools to advertise extensively and creatively for student recruitment. This chapter focuses on a particular school that has converted and modified structural features like perimeter walls for advertisement and showcasing purposes. Employing an anecdotal discourse analysis, these integrated semiotic structures beckon scholarly scrutiny for concerns of the affective, architectural, cultural, and semiotic.

Keywords

Governmentality Visual culture Neoliberalism Affect Emotions Geosemiotics Triumphalism 

References

  1. Adorno, T. W. (1979). Functionalism today. In N. Leach (Ed.), Rethinking architecture: A reader in cultural history (trans: Newman, J., & Smith J.) (pp. 6–20). London, UK: Routledge.Google Scholar
  2. Ahmed, S. (2004). Affective economies. Social Text, 22(2), 117–139.Google Scholar
  3. Ahmed, S. (2007). Multiculturalism and the promise of happiness. New Formations, 63(1), 121.Google Scholar
  4. Ball, S. J. (2003). The teacher’s soul and the terrors of performativity. Journal of Education Policy, 18(2), 215–228.Google Scholar
  5. Ball, S. J. (2013). Foucault, power, and education. New York/London: Routledge.Google Scholar
  6. Barr, M. D., & Skrbis̆, Z. (2008). Constructing Singapore: Elitism, ethnicity and the nation-building project. Copenhagen, Denmark: NIAS Press.Google Scholar
  7. Bartky, S. L. (1990). Femininity and domination: Studies in the phenomenology of oppression. New York, NY: Routledge.Google Scholar
  8. Blackmore, J. (2010). Educational organizations and gender in times of uncertainty. In M. W. Apple, S. J. Ball, & L. A. Gandin (Eds.), The Routledge international handbook of the sociology of education (pp. 306–317). LondonUK: Routledge.Google Scholar
  9. Bourdieu, P. (1977). Outline of a theory of practice (trans: Nice, R. 1995 ed.). Cambridge, UK: Cambridge University Press.Google Scholar
  10. Bratich, J. Z., Packer, J., & McCarthy, C. (2003). Governing the present. In J. Z. Bratich, J. Packer, & C. McCarthy (Eds.), Foucault, cultural studies, and governmentality (pp. 3–22). New York, NY: State University of New York Press.Google Scholar
  11. Burchell, G. (1991). In G. Burchell, C. Gordon, & P. Miller (Eds.), The Foucault effect: Studies in governmentality. Chicago, IL: University of Chicago Press.Google Scholar
  12. Butler, J. (1993). Bodies that matter: On the discursive limits of “sex”. London, UK: Routledge.Google Scholar
  13. Butler, J. (1994). Gender as performance: An interview with Judith Butler. Radical Philosophy, 67(1), 32–39.Google Scholar
  14. de Certeau, M. (1984). The practice of everyday life. Berkeley, CA: University of California Press.Google Scholar
  15. Comaroff, J., & Comaroff, J. L. (2000). Millennial capitalism: First thoughts on a second coming. Public Culture, 12(2), 291–343.Google Scholar
  16. Connell, R. W. (2009). Good teachers on dangerous ground: Towards a new view of teacher quality and professionalism. Critical Studies in Education, 50(3), 213–229.Google Scholar
  17. Connell, R. W., & Messerschmidt, J. W. (2005). Hegemonic masculinity rethinking the concept. Gender & Society, 19(6), 829–859.Google Scholar
  18. Dimitriadis, G. (2010). Popular culture and the sociology of education. In M. W. Apple, S. J. Ball, & L. A. Gandin (Eds.), The Routledge international handbook of the sociology of education (pp. 190–199). London, UK: Routledge.Google Scholar
  19. Evans, J., Davies, B., & Rich, E. (2010). Schooling the body in a performative culture. In M. W. Apple, S. J. Ball, & L. A. Gandin (Eds.), The Routledge international handbook of the sociology of education (pp. 200–212). London, UK: Routledge.Google Scholar
  20. Foucault, M. (1977). Discipline and punish: The birth of the prison (trans: Sheridan, A.). New York, NY: Vintage.Google Scholar
  21. Foucault, M. (1978). The history of sexuality. Volume 1: An introduction (trans: Hurley, R.). New York, NY: Vintage.Google Scholar
  22. Foucault, M. (1984). In P. Rabinow (Ed.), The Foucault reader. New York, NY: Pantheon Books.Google Scholar
  23. Foucault, M. (Ed.) (1998). Madness and civilization: A history of madness in the age of reason (trans: Howard, R.). London: Tavistock.Google Scholar
  24. 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
  25. Foucault, M. (2008). The birth of biopolitics: Lectures at the College de France (trans: Burchell G., A. Davidson (Ed.)). Basingstoke, UK: Palgrave Macmillan.Google Scholar
  26. Giroux, H. A. (1996). Teenage sexuality, body politics, and the pedagogy of display. The Review of Education/Pedagogy/Cultural Studies, 18(3), 307–331.Google Scholar
  27. Giroux, H. A. (1999). The mouse that roared: Disney and the end of innocence. Lanham, MD: Rowman & Littlefield.Google Scholar
  28. Goh, J. (2006). To niche or not to niche: A caveat on the development of niche areas in Singapore schools. Policy in Education, 34(3), 51–62.Google Scholar
  29. Goh, D. P. (2015). Elite schools, postcolonial Chineseness and hegemonic masculinities in Singapore. British Journal of Sociology of Education, 36(1), 137–155.Google Scholar
  30. Google. (n.d.). Time Slider 2009. Retrieved from https://www.google.com/maps/@1.3553828,103.8464714,3a,75y,224.43h,92.76t
  31. Griffiths, M. (2006). The feminization of teaching and the practice of teaching: Threat or opportunity? Educational Theory, 56(4), 387–405.Google Scholar
  32. Gutiérrez, K., Ali, A., & Henriquez, C. (2010). Syncretism and hybridity: Schooling, language, and race and students from non-dominant communities. In M. W. Apple, S. J. Ball, & L. A. Gandin (Eds.), The Routledge international handbook of the sociology of education (pp. 358–367). London, UK: Routledge.Google Scholar
  33. Hall, S. (1990). Encoding, decoding. In S. During (Ed.), The cultural studies reader (2nd ed., pp. 507–517). London, UK: Routledge.Google Scholar
  34. Heidegger, M. (1971). Poetry, language, thought (trans: Hofstadter, A.). New York: Harper & Row.Google Scholar
  35. Ingold, T. (2011). Being alive: Essays on movement, knowledge and description. Abingdon, UK: Routledge.Google Scholar
  36. Iyer, R. (2009). Entrepreneurial identities and the problematic of subjectivity in media-mediated discourses. Discourse & Society, 20(2), 241–263.  https://doi.org/10.1177/0957926508099004 Google Scholar
  37. Kenway, J., & Bullen, E. (2001). Consuming children: Entertainment, advertising and education. Buckingham, PA: Open University Press.Google Scholar
  38. Kenway, J., & Fahey, J. (2011). Public pedagogies and global emoscapes. Pedagogies: An International Journal, 6(2), 167–179.Google Scholar
  39. Koh, A., & Chong, T. (2014). Education in the global city: The manufacturing of education in Singapore. Discourse: Studies in the Cultural Politics of Education, 35(5), 625–636.Google Scholar
  40. Koolhaas, R., & Mau, B. (1995). Singapore songlines: Portrait of a Potemkin metropolis... or thirty years of tabula rasa. S, M, L, XL (pp. 1008–1089).Google Scholar
  41. Kress, G. R., & van Leeuwen, T. (1996). Reading images: The grammar of visual design. London, UK: Routledge.Google Scholar
  42. Lassen, I. (2009). Gendered discursive constructions of bank manager positions: Conflicting social identities. In J. Renkema (Ed.), Discourse of course: An overview of research in discourse studies (pp. 293–310). Amsterdam, The Netherlands: John Benjamins.Google Scholar
  43. Lefebvre, H. (1991). The production of space (trans: Nicholson-Smith, D.). Oxford, UK: Blackwell.Google Scholar
  44. Lim, L. (2013). Meritocracy, elitism, and egalitarianism: A preliminary and provisional assessment of Singapore’s primary education review. Asia Pacific Journal of Education, 33(1), 1–14.Google Scholar
  45. Mauzy, D. K., & Milne, R. S. (2002). Singapore politics under the People’s Action Party. London, UK: Routledge.Google Scholar
  46. Mohan, M., & Yusof, A. (2018, July 11). Levelling the playing field key in drive for better education system: MPs, NMPs. Channel News Asia. Retrieved from https://www.channelnewsasia.com/news/singapore/levelling-the-playing-field-key-in-drive-for-better-education-10520632.
  47. Nuttall, J., Brennan, M., Zipin, L., Tuinamuana, K., & Cameron, L. (2013). Lost in production: The erasure of the teacher educator in Australian university job advertisements. Journal of Education for Teaching, 39(3), 329–343.Google Scholar
  48. 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 Google Scholar
  49. Robertson, S. L. (2000). A class act: Changing teachers’ work, globalization and the state. New York, NY: Falmer.Google Scholar
  50. Rose, N. (1999). Powers of freedom: Reframing political thought. Cambridge, UK: Cambridge University Press.Google Scholar
  51. Spencer, I. (2013). Doing the “Second Shift”: Gendered labour and the symbolic annihilation of teacher educators’ work. Journal of Education for Teaching, 39(3), 301–313.Google Scholar
  52. Tan, J. (2002). Education in the early 21st century: Challenges and dilemmas. In D. Da Cunha (Ed.), Singapore in the new millennium: Challenges facing the city-state (pp. 154–186). Singapore, Singapore: Institute of Southeast Asian Studies.Google Scholar
  53. Tan, J. (2008). Pulling together amid globalization: National Education in Singapore schools. In P. D. Hershock, M. Mason, & J. H. Hawkins (Eds.), Changing education: Leadership, innovation and development in a globalizing Asia Pacific (pp. 183–198). Hong Kong, Hong Kong: Springer.Google Scholar
  54. Taylor, C. (2004). Modern social imaginaries. Durham, NC: Duke University Press.Google Scholar
  55. Webb, P. T., Gulson, K., & Pitton, V. (2014). The neo-liberal education policies of epimeleia heautou: Caring for the self in school markets. Discourse: Studies in the Cultural Politics of Education, 35(1), 31–44.Google Scholar
  56. Weedon, C. (1997). Feminist practice and poststructuralist theory (2nd ed.). Oxford, UK: Blackwell.Google Scholar
  57. Woo, Y. Y. J. (2008). Youth temporalities and the cost of Singapore’s educational success. Discourse: Studies in the Cultural Politics of Education, 29(2), 159–178.Google 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