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Mediating neoliberal capitalism: Affect, subjectivity and inequality

Gill, R. & Kanai, A. (2018). Mediating neoliberal capitalism: Affect, subjectivity and inequality. Journal of Communication, 68(2), pp. 318-326. doi: 10.1093/joc/jqy002


In this paper we make an argument for why thinking critically about neoliberalism is important for media and communication studies. We advance a case for a critical media analysis that will take seriously the affective and psychic life of neoliberalism as an increasingly central means of governing and producing people’s desires, attachments, and modes of “getting by.” To illustrate our broader theoretical argument, we will discuss the contradictory neoliberal regulation of affective dispositions for women, which prescribe confidence or alternatively, the pleasing, lighthearted readiness to “not take the self too seriously.” We make a case for expanding our theoretical and conceptual vocabulary in order to foreground the relationship between neoliberalism, media and subjectivity in the maintenance of continuing inequalities.

Publication Type: Article
Additional Information: This is a pre-copyedited, author-produced version of an article accepted for publication in Journal of Communication following peer review. The version of record Rosalind Gill, Akane Kanai; Mediating Neoliberal Capitalism: Affect, Subjectivity and Inequality, Journal of Communication, Volume 68, Issue 2, 1 April 2018, Pages 318–326 is available online at:
Publisher Keywords: affect, neoliberalism, subjectivity, gender, feeling rules, inequality
Departments: School of Communication & Creativity > Media, Culture & Creative Industries > Culture & the Creative Industries
SWORD Depositor:
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