Every one of this book's ten case studies brings careful attention to the ways that the deregulation of the economy and, hence, the run riot logic of 'free markets' simultaneously requires the cruel self-regulation of an affective economy of emotions, bodily feelings and capacities. So, what might affect-oriented analyses – whether of specific literary works, videogames, television/film, online culture, and more – offer as strategies for imagining the myriad ways that this neoliberal formula for boundless profit-taking and individually-borne responsibility can be faced, maybe feelingly unlooped, and turned against the continued precarity for so many? Ten reasons to read this book!

Gregory J. Seigworth, Professor of Digital Communication and Cultural Studies, Millersville University, USA, and Co-editor of Affect Theory Reader and Affect Theory Reader 2 (2023)

For creative writers researching and writing about neoliberalism, this collection is an exceptionally useful resource. Its range of case studies shows how market logics penetrate emotion, identity, work and everyday life, while also demonstrating how culture can register, resist and reimagine those pressures. Accessible, wide-ranging and intellectually alert, it will be of real value from undergraduate study through to advanced research and professional writing practice.

Matthew Cheeseman, Professor of Writing and Folklore, University of Derby, UK