This paper analyses news protection of pay day loans to be able to know the way a case that is moral state intervention and legislation ended up being built through types of mythological storytelling. By analysing the archetypal characteristics of media discourse, we are able to observe specific a few ideas are legitimised through the ideological mechanisms of ethical stories. Tales drew on mythology regarding the world that is“other” the flooding, and also the tragedy. Archetypal functions were built for the debtor as target therefore the pay day loan firm as villain or trickster, utilizing the latter drawing on religious and literary numbers as archetypes. This paper has shown exactly how, no matter what the ideological placement of specific magazines, a ethical plot ended up being crafted which framed the industry as an issue that eventually served to justify state legislation associated with industry.
No conflict that is potential of ended up being reported by the writers.
Records on contributors
Kate Budd finished her PhD at Newcastle University, learning the discourses for the cash advance industry into the press that is british. She actually is now located in Oxford and works in publishing.
Darren Kelsey is Head of Media, community, Heritage when you look at the School of Arts and Cultures at Newcastle University. He researches ideology and mythology in modern news, tradition and politics. Their current monograph, Media and Affective Mythologies, synergises ways to discourse that is critical aided by the work of Carl Jung, Joseph Campbell as well as other mythologists.