The portrayal of accountants in popular New Zealand newspapers

The images of accountants projected by the profession, its memeber and the media play a very significant role in the way the public perceive the accounting profession. Previous studies indicate that a najor concern of the decline in the numbers of accounting students in the accounting profession is the perceived image of the accountants. Hence, this study analyses the accountant's image portrayed in the New Zealand newspapers. Accountants were found to be portrayed as leaders, credible, advisers, qualified, professional, and knowledgeable. The are also characterised as providers of information for rational decision making, legitimise directors and management's actions, reflect past events and are seen to be representing the success or failures of organisations.The negative image of accountants was not present in newspapers