“…Despite “counter-discursive” attempts by, for example, accounting associations to reposition the accounting profession as more exciting and strategically important (see, e.g. Baldvinsdottir et al ., 2009; Goretzki et al ., 2022), negative stereotypes (see Jeacle, 2008) seem to constantly linger in the background, making it often difficult for accountants to enact aspirational identities like the “business partner” (Goretzki and Messner, 2019; Goretzki and Pfister, 2022; Morales and Lambert, 2013). Data scientists, in contrast, enjoy a rather positive discursive framing as “sexy” and important.…”