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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 affect, neoliberalism, and governmentality, the theoretical framework compares a teacher recruitment video advertisement with various news and policies to trace an affective technology harnessing vulnerabilities and aspirations for a sense of nation triumphalism. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]

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 reference point. It then makes a case for a more critical care of self for navigation within the cultural politics of caring. This chapter concludes by envisioning alternative affective based on hope where the very discourse of survivalism could serve as a catalyst for transformation. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]

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 ideological discourses underlying the narrative representation of professional teacher identity in a Singapore teacher recruitment video advertisement entitled "Mrs. Chong" which features a caring teacher going out of her way to help an economically disadvantaged student and concludes with the romantic suggestion that the path to success stems from personal inspiration and determination. This chapter illustrates how neoliberal governmentality attempts to place the notion of care under an affective technology. Where the hardships of teaching are as its own rewards, the governmental representations suggest idiosyncratic caring engaging in a privatised form of social work that fails to question larger socio-political forces. The establishing of a critical space for the role of caring and emotions within education is also explored. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]

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. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]

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. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]

In what appears to be a strategy of gaining visual salience and saturation, many schools have embarked on marketing campaigns using banners to display various school achievements. Important for visual cultural studies and the dispersal of neoliberal values, the proliferation and urban phenomenon of school banner advertisements beckon scholarly attention. Compelled to advertise within competitive marketised environments, the advertisements arguably embody affective dimensions of the vulnerabilities of the schools as well as their aspirations for school survival and success. This study features a combined governmental and geosemiotic analytical framework investigating affective and emotive discourses used in the advertisements. The analysis involves methods like "flânerie" where architectural structural advertisement elements will be physically surveyed by close site observation. [For the complete volume, "Affective Governmentality: Neoliberal Education Advertisements in Singapore. Cultural Studies and Transdisciplinarity in Education. Volume 9," see ED661475.]