Governmentality, School Marketisation, and the Biopolitics of Custom-Built School Advertisements

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


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.


Governmentality Visual culture Neoliberalism Affect Emotions Geosemiotics Triumphalism 


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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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