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How accountants are portrayed in high profile New Zealand newspapers


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The decline in accounting student numbers has become a major concern in the accounting profession. One of the most significant reasons for the profession's failure to attract the desired student to the accounting major is the perceived image of accountants detering potential students. The image of accountants portrayed in the media is undertaken. The newspapers were found to positively describe accountants, suggesting that the boring image of accountants is not constructed in newspapers.

Item Type: Undergraduate student work
Uncontrolled Keywords: Accountants, portrayal, perception, stereotype, media
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
Depositing User: Adrian France
Date Deposited: 27 Mar 2013 20:46
Last Modified: 21 Jul 2023 02:41

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