Governmentality, Geosemiotics, and the Visual Culture of School Banner Advertisements
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.
KeywordsGovernmentality Neoliberalism Affect Emotions Education advertisements Geosemiotics
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