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.

这项研究的重点是一系列旨在在新加坡招聘教师的视频，以及如何将它们用作说服力的意识形态工具。通过采用多模式批判性话语分析方法来关注情感，它研究了这些视频如何创建和传播理想的教师的思想意识，使其成为关心，鼓励和支持学生的老师。分析表明，视频叙事中的主角不仅通过行为，面部表情，姿势和言语来体现和执行情感。它也通过各种次要的意义表达模式而被唤起，例如焦点，角度，照明，背景音乐和设置，通过这些表达方式，叙事得以展开。更重要的是，