This research aimed to reveal creative accounting practices in the form of narrative accounting occuring in
companies in Indonesia. Using content analysis, this research analyzed the management discussion and analysis
section in the annual report on the group of companies whose performance had increased and declined in several
companies listed on the Indonesian Stock Exchange. This research finds that the narrative accounting practices
are applied in these companies. The four methods of accounting narratives are found in both groups of companies.
There are stressing the positive and downplaying the negative, baffling the readers, differential reporting, and
attribution.