In his lecture, Lucas will explore the affective and situated aspects of teaching within a burgeoning economy of digital educational platforms. Drawing on ethnographic fieldwork conducted at a Danish primary school, he asks how the increasing involvement of platforms in schools is reshaping who and what matters in the everyday life of schoolteachers. Connecting economic conditions, political structures, and embodied experiences, the lecture highlights the performative effects of imbricating teacher practices and identities with new forms of digital-pedagogical monopolization. The lecture illustrates how the involvement of platforms in Danish education is constituting new forms of affective attachments and commercial loyalty that challenge historical configurations of pluralism and democracy in public education.