Show simple item record

dc.contributor.advisorDevadas, Vijay
dc.contributor.advisorPrentice, Christine
dc.contributor.advisorNicholls, Brett
dc.contributor.authorBegg, Anne Marie
dc.identifier.citationBegg, A. M. (2012). Brand New Zealand: Media Governmentality and Affective Biopower (Thesis, Doctor of Philosophy). University of Otago. Retrieved from
dc.description.abstractThis thesis argues that in an age of brand identity and media governmentality, Brand New Zealand capitalizes on concepts of community, patriotism and nationhood to (re)frame Aotearoa New Zealand as a business enterprise, as Aotearoa New Zealand Incorporated. I claim that the branding phenomenon in general and nation-branding in particular represent, first, the (re)inscription and dominance of market imperatives on a global scale and, second, the rising influence of media governmentality as the predominant strategy of social control. Media governmentality concerns, first and foremost, the constitution and organisation of affect, and branding is the structuring principle through which affect is appropriated and extracted. I coin the term ‘affective biopower’ to link Michel Foucault’s concepts of biopower and governmentality with affect and with the power inherent in productive sociality and in the human capacity for building a common. I characterize neoliberal government, not only in terms of particular economic policies and political rationality, but more precisely in terms of the production of subjectivity and the biopolitical regulation of the social through increasingly ubiquitous modes of media governmentality. At stake here is the problematic contradiction between direct forms of governance that address rational autonomous citizens of the neoliberal nation-state and indirect forms of governance that shape neoliberal subjectivity through the affective domains of brand identity and media culture. My specific contribution to this field of study consists in positing the concept of affective biopower as fundamental to brand logic and media governmentality and as key to governance in a neoliberal state. My study highlights the commodification of the social and the articulation of the social bond in terms of capitalist enterprise and focuses on the promotion and marketing of Aotearoa New Zealand. I situate affective biopower as the vital mode of production in contemporary capitalist relations and claim media networks and brand technologies access and harness affective biopower for global capital. What is most significant and relevant about this critical-theoretical approach is that it forefronts the crucial role of affect and affective biopower in normalizing brand society, media governmentality and neoliberal capitalism.
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectbrand society
dc.subjectneoliberal capitalism
dc.subjectaffective biopower
dc.subjectmedia governmentality
dc.titleBrand New Zealand: Media Governmentality and Affective Biopower
dc.language.rfc3066en, Film and Communication of Philosophy of Otago
otago.openaccessAbstract Only
 Find in your library

Files in this item


There are no files associated with this item.

This item is not available in full-text via OUR Archive.

If you are the author of this item, please contact us if you wish to discuss making the full text publicly available.

This item appears in the following Collection(s)

Show simple item record