France, Adrian (2010) Portrayal of accountants in high profile New Zealand newspapers. In: ARA: Auckland Region Accounting Conference 2010: Accepted papers. Manukau Institute of Technology. 
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Official URL: http://w3.manukau.ac.nz/aaac/ARA_2010_papers/Franc...
Abstract or Summary
Society’s perception of the legitimacy of the accounting profession and its members is grounded in the verbal and visual images of accountants that are projected not only by accountants themselves but also by the media. In recent years, the constant decline in numbers of accounting students has become a major concern in the accounting profession. One of the most significant reasons for the profession’s failure to attract the desired students to the accounting major is that the perceived image of accountants deters non-accounting majors from choosing accounting as a major. This study examines popular representations of accountants’ images by studying their depiction in newspapers. As a medium that both reflects and shapes public opinion, newspapers provide a useful resource for exploring the portrayal of the accountants’ images. Accountants were found to be portrayed as credible, qualified, and experienced. The references to accountant in the newspapers indicate a positive image and contrast with previous studies.
|Item Type:||Book Section|
|Keywords that describe the item:||Stereotype, accountants, newspapers, image, media|
|Subjects:||H Social Sciences > HF Commerce > HF5601 Accounting|
|Divisions:||Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration|
|Deposited On:||24 Mar 2011 04:54|
|Last Modified:||24 Mar 2011 04:54|
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