This book investigates the subjectivities in education arising from the triumphant mobilisation of care as portrayed in educational advertisements, and provides a novel theory of affective governmentality based on empirical research on affect, neoliberalism, and governmentality. It also takes the bold step of encouraging the re-imagination of the…

The introduction sets the stage for investigating the portrayal of culture and education within the educational imaginary of neoliberalism and governmentality. This chapter problematises the deployment of triumphalist caring discourses within an affective technology in various advertisements and media. Designed from the theoretical concerns of…

This chapter reviews the various effects and consequences of the cultural politics of caring as instantiated in education advertisements as well as in the caring practices of teachers. This chapter theorises the affective economy based on the technologies of vulnerability and triumphalism as "wayang-overaction," a localised intercultural…

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…