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We use the sociocognitive approach of critical discourse studies to examine the media's discourse on homelessness in Portland, Oregon in the United States. Using the discourse-cognition-society triangle of critical discourse studies we find that the discursive and semiotic structures largely advance an us-versus-them discourse and personal choice. These discourses build upon cognitive structures that include reference to the ideologies of hard work and personal responsibility, which are fundamental ideologies in the United States. The need for collective action is recognized but is muted. These discourses and cognitions interact with and inform social and political efforts by advancing solutions which rely upon non-profits rather than government intervention, for government intervention is portrayed as inefficient. This belief in the limited role of government is a primary ideology in the United States. Contributions of this study include demonstrating how the central ideologies of a nation influence local understandings of homelessness. [ABSTRACT FROM AUTHOR]