ABSTRACT
This chapter describes discourses, which are characteristic ways that a particular group in society uses language, and ideologies, which are the hidden stories conveyed by discourses. Discourses are divided into three kinds: (a) destructive discourses, which contradict the principles of the ecosophy and are considered to contribute to ecological destruction; (b) ambivalent discourses, which are partly aligned with the aims of the ecosophy; and (c) beneficial discourses, which align with the ecosophy and encourage respect and care for the ecological systems that support life. Analysis consists of examining the linguistic devices used in texts, revealing patterns and considering the stories that these patterns convey. A detailed analysis is conducted of how the discourse of neoclassical economics conveys the ideology of the selfish consumer.
