Research On The Impact Of Media Coverage On The Independent Audit Quality

Media coverage can reveal some of the problems that exist in listed companies,making information between external information users and companies more symmetrical.Media coverage not only affected listed companies,but also certified as accountants of corporate financial information.From the perspective of actively collecting media information,the auditing standards stipulate that CPAs can make audit judgments and issue audit reports based on information reported by the media;from another perspective,media coverage make the behavior of CPA passively accept the masses.Supervision,so media coverage will have an impact on audit quality.At present,the shortcomings of the relationship between media coverage and the quality of independent audits are: only consider the number of media coverage,the impact of media attitudes on audit quality,the lack of media coverage on the quality of audits,and the study of media attitudes.Almost only negative media coverage have been studied,and the conclusions of positive reports are not clear.Therefore,this article takes the comprehensive media attention frequency,media attitude and media report type as indicators to measure media coverage,and studies the impact of media coverage on of independent audit quality.This paper demonstrates the impact of media coverage on the quality of independent auditing from both theoretical and empirical aspects.In terms of theoretical analysis,this paper reviews and summarizes the existing literature,starting from the two func tions of the media,the meaning of independent audit quality,and the substitution indicators,based on the audit demand insurance theory,reputation mechanism,agenda setting theory,and media governance.The analysis of the motivation and ability to explore the impact of media coverage on the quality of independent audits;in empirical analysis,in the measurement of variables of audit quality,this paper replaces the previous method of single indicator measurement,using the two-dimensional perspective of audit opinion and earnings management.To measure,improve the science,and then use the Logistic model to verify the relationship between media coverage and independent audit quality from three dimensions.The research shows that the number of media coverage,media negative reports,policy-oriented media coverage,and market-oriented media coverage can significantly promote the quality of independent audits.Negative reports and policy-oriented regression coefficients are more significant,and the role is more obvious.The relationship with audit quality is not significant.This shows that media coverage in all three dimensions can positively improve the quality of audits.Based on the above contents and research results,this paper is based on the perspective of media coverage,and proposes to strengthen the supervision of financial media on the information disclosure of listed companies,promote the establishment of the reputation mechanism of CPAs,and improve the government's countermeasures for financ ial media supervision.