The world of journalism has a lot to offer a corporate storyteller. In this book, Jack Lule explores the mythical structure behind journalism endeavour. In showing how age-old tales resurface in the news articles of today, the author identifies the archetypes that move us to action. Religious scholar, Mircea Eliade stated that the role of myth is to create a sacred time – when something new, strong and significant was brought forward. Thus the power of story – it takes us briefly into that sacred time outside of normal day-to-day life. The story offers a societal narrative that outlines our current changes in paradigm that are bringing us into a new world of being.