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.

中文翻译：

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调解新自由资本主义：影响、主观性和不平等

在本文中，我们论证了为什么批判性地思考新自由主义对于媒体和传播研究很重要。我们提出了一个批判性媒体分析的案例，它将认真对待新自由主义的情感和心理生活，将其作为越来越重要的手段来管理和产生人们的欲望、依恋和“过得去”的模式。为了说明我们更广泛的理论论点，我们将讨论新自由主义对女性情感倾向的矛盾调节，它规定了自信，或者令人愉快、轻松的准备“不要把自己太当回事”。我们提出了扩展我们的理论和概念词汇的理由，以便在维持持续不平等的过程中突出新自由主义、媒体和主观性之间的关系。