This article draws on a wider project exploring how news media discourses (post 2008) are embedded in neoliberal ideological frames, especially during the current economic and financial crisis. The authors propose that neoliberal ideological assumptions shape contemporary news and financial journalism and that this in turn influences the course of economic and financial processes. Evidently, neoliberal ideologies are not separate from the material world but can have real effects upon business strategies and state policies. The article begins with a brief discussion on the concepts of ideology, epistemology, and 'false consciousness'. From this discussion we develop a conceptual frame for mapping and decoding neoliberal discourses relevant to our overview of how the Irish press covered the Irish housing bubble and subsequent collapse from 2000 to 2008.