Using political claims analysis on 1,000 articles from five national newspapers (Daily Mail, The Sun, The Times, The Guardian, and Daily Mirror), this article demonstrates that press coverage of the financial crisis, recession, and austerity in the United Kingdom between 2007‐14 drew heavily on a neoliberal discourse. Political, market, and civil society actors discussed the impact of hard times on people using a reductionist neoliberal narrative, framing people as “economic actors” and consistently underplaying any social or political traits. By examining communicative, rather than coordinative, discourse this research expands the focus of previous studies which have examined the embeddedness of ideology in society, and highlights potential links to studies of citizen participation and mobilization.