This study focuses on a series of videos aimed at teacher recruitment in Singapore and how they are used as an ideological tool for persuasion. By adopting a multimodal critical discourse analysis approach to focus on affect, it examines how these videos create and promulgate the ideology of an ideal teacher as one who is caring, encouraging and supportive of students. The analysis shows how affect is not only embodied in and performed by the primary protagonists in the video narratives (...) through their action, facial expression, posture and speech. It is also evoked through various secondary meaning-making modes, such as focus, angle, lighting, background music and setting, through which the narratives unfold. More importantly, it demonstrates how affect is used not only as a means to arouse and engage viewers’ sensibilities but also as a persuasive strategy to manufacture and manage particular social and economic realities in contemporary society. (shrink)

We introduce the working concept of “affective arrangement.” This concept is the centerpiece of a perspective on situated affectivity that emphasizes relationality, dynamics, and performativity. Our proposal relates to work in cultural studies and continental philosophy in the Spinoza–Deleuze lineage, yet it is equally geared to the terms of recent work in the philosophy of emotion. Our aim is to devise a framework that can help flesh out how affectivity unfolds dynamically in a relational setting by which it is at (...) the same time modulated in recurring ways. With this orientation, this article contributes to the interdisciplinary study of situated affectivity and to the theoretical and conceptual unification of distinct strands of research from several disciplines. (shrink)

In modern societies collective identity is both an empty signifier and a sacred center: even as its existence is taken for granted, what is or should be is subject to a host of different and often conflicting interpretations. However, the narratives and representations of collective identity are in no way undermined by these public debates; these signifiers are seen rather as a problem that is in principle amenable to solution, as something that ought to be (re)solved. In fact, the empty (...) signifiers of collective identity are constructed as solvable secrets precisely and primarily in public speech, open debate and perpetual critique. This article identifies the public and private modes of dealing with empty signifiers – through collective traumatic repressions, private resentments, public discourses adhering to argumentation ethics, and individual fabulations. (shrink)

In this paper, we explore a rationalistic orientation in Western society. We suggest that this orientation is one of the predominant ways in which Western society tends to frame, understand and deal with a majority of problems and questions – namely in terms of mathematical analysis, calculation and quantification, relying on logic, numbers, and statistics. Our main goal in this paper is to uncover the affective structure of this rationalistic orientation. In doing so, we illustrate how this orientation structures the (...) way not only individuals but society as a whole frames and solves problems. We firstly point towards some exemplary instances of the rationalistic orientation, specifically regarding science, society, and lifeworld practice. Crucially, we argue that the rationalistic orientation is not merely based on a set of beliefs we could easily correct; but rather, that it is an affective condition tacitly shaping our engagement with the world in an encompassing way. Relating to the work of Martin Heidegger, we argue that what we have called an orientation in the beginning is in fact a rationalistic attunement. This attunement fundamentally shapes the pre-reflective level of how individuals approach the world. We elaborate this claim by showing how the rationalistic attunement concretely manifests in tangible socio-material affect dynamics. In the end, we motivate a critical stance towards this attunement, providing the ability to reflect upon and question instances where this way of framing and solving problems is counterproductive. (shrink)

In this paper, I develop the concept ofaffective milieusby building on the recently established notion ofaffective arrangements. Affective arrangements bring together the more analytical research of situated affectivity with affect studies informed by cultural theory. As such, this concept takes a step past the usual synchronic understanding of situatedness toward an understanding of the social, dynamic, historical, and cultural situatedness of individuals in relation to situated affectivity. However, I argue that affective arrangements remain too narrow in their scope of analysis (...) since their focus mainly lies on local, marked-off, and unique constellations of affect relations. They neglect the more mundane and day-to-day affect dynamics of social life. Hence, I introduce the notion of affective milieus, which brings to light the everyday, ubiquitous affective engagements of individuals with their socio-material surroundings. Affective milieus specifically call attention to how commonplace affect relations create territories in the social universe which form and mold individuals all the time. In that way, this paper apprehends and advances recent developments in the research on situated affectivity. (shrink)

The present essay discusses a notorious rhetoric means familiar to all scholars in the social sciences and humanities including philosophy: name-dropping. Defined as the excessive over-use of authoritative names, I argue that it is a pernicious practice leading to collective disorientation in spoken discourse. First, I discuss name-dropping in terms of informal logic as an ad verecundiam-type fallacy. Insofar this perspective proves to lack contextual sensitivity, name-dropping is portrayed in Goffman’s terms as a more general social practice. By narrowing down (...) the focus to social science and the humanities, the essay emphasizes its function of discursive legitimation. This view, I argue, is incomplete because it overlooks the basic mechanism beneath. Names not only provide legitimation of but also orientation in discourse. Consequently, two tipping points—detour and disorientation—are proposed as benchmarks for it to become problematic. The conclusion re-widens the argument’s scope by suggesting questions for future inquiries. (shrink)

This article examines touch and its significance from an affect studies perspective. Touch makes our bodies more-than-one in a very concrete way, yet in body and affect research it has largely remained a philosophical abstraction, with few empirical explorations. Our theoretical deliberations are based on empirical material consisting of ‘touch biographies’ written by people of various backgrounds in the 2010s in Finland. The biographies are embodied-affective data, and our analysis of them offers a novel perspective on the ways touch forms (...) a part of affective relations and communal history. Touch works in and between bodies through affects in social bonds. Moreover, the exploration of touch biographies demonstrates that people draw upon different affective repertoires, and their experiences concerning touch are highly variable. The touch biographies highlight diverse and multi-temporal ways of attuning to, registering and recognising the social as it happens. Furthermore, our discussion opens up a new perspective on the study of affective privilege and inequality. (shrink)

Relationship and sex counseling are pivotal components of the “therapeutization of society,” which has been identified and widely examined as a key transformation of 21st-century modern Western societies. The particular understandings of gender and sexuality that circulate in those practices contribute to the wider everyday conceptions of intimate life and are thus important to investigate from a feminist perspective. Combining insights from studies on therapeutic cultures, research on intimate relationships, scholarship on postfeminism, and affect theory, this article taps into the (...) often ambivalent ways in which gender equality and sexual rights are articulated in relationship and sex counseling practices. My data are derived from an ethnographic investigation of relationship enhancement events in Finland. Equality was widely supported at these events, but there was no consensus regarding what desirable equality actually looked like. My analysis identifies several contradictory patterns in the data. First, there are statements to the effect that equality has “gone too far.” Second, many experts express tokenized critiques yet remain invested in depoliticizing views. Third, there are acts of resistance that embrace diversity and expand everyday understandings of gender and sexuality. I argue that these patterns constitute a postfeminist sensibility, thus complicating the belief that Nordic countries are exceptionally supportive of equality. (shrink)

In early 2020, many instructors and students in a university setting experienced an abrupt shift to digitally-mediated teaching and learning replacing in-person seminars due to the COVID-19 pandemi...