Um estudo sobre a imagem do contador no início do século XXI

Abstract

According to the constant standardization of aspects involving accounting practices, it is known that the accounting professional has an essential and relevant role in organizations from Brazil and around the world. The search for quality and excellence in accounting's professional practice, valuing its ethical, moral principles and ensuring the transparency, converges the large organization and society's eyes to the characteristics that mark, to perform their activities and functions in the market job. After the convergence of Brazilian standards to the international accounting standards, which still suffer constant corrections, seeking to adapt to the Brazilian scene, also see the need to assess how the counter is seen not only by contractors of their services, their clients, but also by the society that surrounds it, as the counter has being seen by with a large market that increasingly requires more responsibility, knowledge and appreciation. To understand what the image design the counter has of himself and what image the public has about the counter, this work was projected, which, through field and empirical research, found that not only they are not sufficient and accurate the assessments' sources in those aspects, this also became a favorable field to identify aspects that influence the professional Accounting construction's image. Therefore, this project sought to identify survey respondents groups with closed questions in scale, to the analysis of public opinion in general about the image of the measure, compared to the belief that the counter has its own image. Through the research presented in this work, it was possible to verify the importance of using good communication skills in order to strengthen the professional image before the society and their own field of expertise