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 central and pressing question of school marketisation in Singapore, and problematises the seemingly innocuous portrayals of care in light of neoliberal governmentality seeking to perform cultural work on preferred identities and subjectivities. Using a judicious selection of media artefacts, the book scrutinises the creation of emotional technologies through an ethic of caring, harnessing vulnerabilities and triumphalism. As such it not only equips readers to understand the role of emotional technologies but also offers a critical and alternative view of hope and aspirations for transforming society.

1 Governmentality and Education: Vulnerable Triumphalism as a Technology.- 2 Pastoral Power and Governmental Subjectivities: An Analysis of a Teacher Recruitment Advertisement.- 3 Governmentality and Mediatisation: An Analysis of a Teacher Recruitment Advertising Campaign.- 4 Governmentality, Geosemiotics, and the Visual Culture of School Banner Advertisements.- 5 Governmentality, School Marketisation, and the Biopolitics of Custom-Built School Advertisements.- 6 Critical Conceptions of Hope and Aspiration: Hopeful Recommendations.