Governmentality, Geosemiotics, and the Visual Culture of School Banner Advertisements

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


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.


Governmentality Neoliberalism Affect Emotions Education advertisements Geosemiotics 


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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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