| Abstract: | Interdisciplinary scholarship on neoliberal urban governmentality has been attentive to the knowledges and techniques of government currently emerging at the interface of local state politics and invested claims of voluntary private actors such as corporate partners and philanthropic agencies. This article draws attention to the workings of the aesthetic as an epistemological grounding for the rationalization of urban rule. Specifically, I explore a Toronto, Canada-based philanthropic agency’s reliance on a mise-en-scene of urban terror to animate its own self-validated knowledges about targeted inner-suburban subjects and spaces. In their circulation and demand for public address, the agency’s graphic public service announcements, launched in 2007, herald what I argue is a moralized set of knowledges about municipal renewal that has its own normative orientations grounded in a neoliberal political rationality, and tangentially, in racialized security imperatives. I detail various dimensions of the social life of a video associated with this public service campaign targeting ‘youth at risk’, considering the ethical, political and economic valences it was expected to convey; its semiotic exchange with other images and representations of disenfranchised spaces, subjects and communities; and the publics it attempted to interpellate. Importantly, given the agency’s current standing as a prominent player in Canadian urban policy arenas, I pay analytical attention to the visual campaign as a site for the production of knowledges about proper urban citizenship and social governance, and as such, a strategic-orienting device for urban policy interventions and directives. |
