THE LANGUAGE OF FINTECH: A DISCOURSE ANALYSIS OF PERSUASION AND FRAMING IN FINANCIAL INNOVATION

Abstract

 This research takes a closer look at the language used by the financial technology sector, moving beyond traditional economic analyses to understand how words persuade and frame our perception of money in the digital age. It deconstructs the text found on fintech platforms, from the catchy slogans on websites to the dense paragraphs in user agreements, using two powerful linguistic lenses: Critical Discourse Analysis (CDA) and Conceptual Metaphor Theory. To do this, a substantial collection of text, or corpus, was assembled from robo-advisors, cryptocurrency websites, and buy-now-pay-later (BNPL) services. The analysis then identified recurring patterns, such as dominant metaphors and the tone of the language used. The findings reveal that fintech communication is a carefully crafted tool. It consistently employs metaphors of simplicity, like investing, simplified, and empowerment, such as take control, to gently guide user behavior. However, this encouraging language often exists in stark contrast to the complex, risk-laden clauses buried in terms of service, which are frequently written in a detached, legalistic style. The very word innovation itself is shown to carry a positive weight that can sometimes deflect ethical questions. The study concludes with a call for action, recommending clearer language standards set by regulators, better training for developers in ethical communication, and the adoption of linguistic audits to catch potentially manipulative language. Ultimately, this paper argues that financial innovation is not just a technological feat but a deeply linguistic one, demanding careful and interdisciplinary scrutiny.