From the perspective of earnings management，this paper examines the effect of market pressure of media coverage and its transmission mechanisms using a sample of listed companies during the period from 2006 to 2011． It is found that higher media coverage will lead to higher individual investor attention，causing higher market pressure which enhances accrual-based earnings management． Furthermore，the market pressure of media coverage has a greater impact on non-state-owned enterprises than on state owned ones． From the per-spectives of M＆A and holdings reduction of large shareholders，it is also confirmed that the effect of market pressure of media coverage mainly originates from the firms’short-term interest motivations．