University of Cape Town

Monthly Analysis

S. McKay BA Journalism

September 2018

2

September 2018 Analysis

Table of Contents

Methodology Overview ................................................................................................................................................................................................................................ 3

Executive Summary: Overview ..................................................................................................................................................................................................................... 4

Executive Summary: Industry by the Numbers ............................................................................................................................................................................................ 6

Industry Insights ............................................................................................................................................................................................................................................ 8

Executive Summary: University of Cape Town ............................................................................................................................................................................................. 9

Media Presence Index (MPI) ....................................................................................................................................................................................................................... 10

Publications ................................................................................................................................................................................................................................................. 11

Analysis Summary ....................................................................................................................................................................................................................................... 12

Journalists ................................................................................................................................................................................................................................................... 13

Higher Education Summary ........................................................................................................................................................................................................................ 14

3

September 2018 Analysis

Methodology Overview

Intellectual Capital: Intellectual capital can be seen as all the knowledge-based or intangible assets and flows that maintain processes of an organisation. Human capital can be defined as all the unique ideas, skills, and knowledge that an individual owns and contributes to an organisation. Structural capital consists of all the tangible or intangible knowledge-based assets an organisation owns. Relational capital can be defined as all value-adding external and internal relationships an organisation has, such as suppliers, competitors, and partners. SWOT: The traditional SWOT analysis is implemented on brand message and strength in the media. Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses: are characteristics that place the firm at a disadvantage relative to others. Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business. Behavioural: The behavioural aspect of analysis contextualises the underlying focal point of conduct. Behaviour in mass media is categorised as follows: Pro-active: indicates action before the fact, for example announcing that there will be retrenchments and giving reasons why. Statement: does not indicate action or reaction, it merely indicates that something has occurred. Reactive: indicates action after the fact, i.e. a reaction. For example, reacting on retrenchments and only giving reasons why after it has occurred. Focus: The focus of a story has a link to prominence. This indicates, in context, what the author emphasises, and is seen as the following: Company: The story is about a specific company. Issue: The story is issue focused. Event: The story focuses on an event.

Categories: The categories are a contextualisation of media coverage. It examines which area of the business the article focussed on most prominently: Corporate: The story relates to high-level corporate issues such as leadership as well as developments impacting the university as a whole. Cultural: The story relates to a cultural event or issue hosted / attended by, or commented on the university or its alumni / academics / leadership. Faculty and Academics in News: The story focuses on a specific faculty or academics and includes academics’ profiles or innovations and news. Research and Opinions: The story contains commentary on an issue from a university or an individual there from. Student Related: The story is focussed on a student related issue and looks at news regarding alumni, student actions, SRC, and so forth. Media Presence Index (MPI): PEAR’s Media Presence Index (MPI) examines brand prominence in print media. This is done on a keyword basis, where a brand name, and its variations, is used as a search within South African print media. Once searched a brand count of the keyword is given – this gives an indication of repeated usage and, thus, visibility in the external environment. Advertising Value Equivalence (AVE): AVE is a monetary approximation of value across print, broadcast and online media. For print media (newspapers) full colour per column square cm advertising rates are used to calculate a value by square cm area and for print media (magazines) full colour half page advertising rates are used. In terms of broadcast AVE the relevant time slot on a specific station’s 30 second advertising rate is calculated to a per second value, which is then multiplied by the clip’s duration. Lastly, in terms of online, an average value per word is derived for the site based on advertising banner values. This is then multiplied by word count of the article.

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September 2018 Analysis

Executive Summary: Overview

This analysis report examines University of Cape Town (UCT) and its competitor universities’ media presence for the period September 2018. This is done across print, broadcast, online, and social media. Unless otherwise specified, the report focuses on coverage which excludes sport. The competitor universities are: - Cape Peninsula University of Technology (CPUT) - Rhodes University - University of Johannesburg (UJ) - University of KwaZulu-Natal (UKZN) - University of Pretoria (UP) - University of Stellenbosch - University of the Free State (UFS) - University of the Western Cape (UWC) - University of the Witwatersrand (Wits) Additionally, higher education issues are also highlighted separately in the report to give a context of higher education as a whole in the South African media space.

Industry Overview In terms of industry coverage, UCT generated the most coverage for the month, followed by Pretoria and Wits University. Stellenbosch University generated the 4th highest volume in coverage overall.

Institutional overview

In September 2018, UCT as a brand generated 1 870 clips overall. The total AVE for the brand was R913 868 559.39 and Reach (which includes circulation figures

on print, audience numbers on broadcast and reach count on online) was 270 085 935. Sport generated 137 of those clips, with an AVE of R15 215 768.42 and an

overall Reach of 2 968 084 for the brand’s Sport coverage.

Looking at the faculties, Humanities generated the most coverage for the month, followed by Law and Science. Faculty headlines for the month included “UCT law

staff want truth to be told”, “Top researchers in SA get NRF awards” and “Social media and research ethics in the spotlight”.

Looking at publications, IOL generated the most coverage with 193 clips for the industry overall. UCT was in the focus of Cape Times with 30 clips overall. Broadcast

coverage, SAFM continued to generate the most coverage for the brand with 11 clips overall. Online coverage, news.uct.ac.za generated the most coverage with

81clips, followed by IOL with 54 clips.

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September 2018 Analysis

September 2018 coverage for University of Cape Town focussed on the institution being the only African university in the international top 200 university ranking.

Academics in the law faculty say UCT has whitewashed the reign of former dean Professor Penny Andrews by covering up bullying, financial mismanagement and

patronage. Officials were locked in late discussions yesterday on how to deal with demands for the recognition of the religious holidays of different faiths when allowing

students time off if they must write tests or exams. A UCT student-driven initiative to improve water and sanitation services in Imizamo Yethu has set its focus on

installing a network of platforms for water towers. In a decision that the LGBTIQ+ community has hailed as ‘ground-breaking’, the University of Cape Town (UCT)

launched a new policy to end discrimination on sexual orientation.

“UCT’s inclusivity policy for sexual orientation was adopted last year and launched last week. This policy is the only one of its kind in the higher education sector in

South Africa,` said Viwe Tafeni, chairperson of Rainbow UCT. ‘Other institutions have policies that deal with discrimination. How- ever, these are very broad and ill-

fitting for certain protected identities,’ Tafeni said. The policy, titled ‘UCT Inclusivity Policy for Sexual Orientation’, contains the minimum standards and guidelines in

relation to the diversity and fluidity of sexual orientation. It aims to ensure consistent engagement between students and staff, and to create an environment that respects

differences regardless of an individual’s self-identified sexual orientation.” – Cape Argus Early (05 September 2018)

Media Types

UCT Brand saw Daily Newspapers and online News generating the most coverage for the month, with Radio as the top generating media type for broadcast.

Key Research

For the analysis period, key research focused on land reform in South Africa, the new “Dagga” legalisation and anatomy studies.

Findings

• The top 3 publications for the month are all strongly English publications. A higher media presence in Afrikaans and Zulu publications will allow for a potentially higher reach and an opportunity to compete more closely against competitor Universities in terms of language distribution. With transformational requirements, a wider spread of languages outside Afrikaans, English and Zulu should also be investigated.

• The Star generated the most coverage for the higher education industry, while The Star did not appear in the top 5 publications of UCT. This represents a gap in media presence.

• SAFM has generated large volumes of coverage for the University, however presence on television is relatively low.

• Negative coverage stems from “Number of rape incidents at varsities” and “More workers join UCT strike as demands go up”. The University is negatively mentioned in terms of sexual abuse and faculty corruption.

• Thought leaders have remained consistent for the month in terms of Research and Opinion coverage.

• Trends throughout the month are relatively consistent in terms of Corporate coverage.

• Regional coverage continues to represent gaps, coverage is concentrated in the Western Cape, while gaps present themselves in the North West, Mpumalanga and Northern Cape. International (Southern African) gaps have been closed this month with Namibia and Botswana coverage up to 144 from 2 in August.

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September 2018 Analysis

Executive Summary: Industry by the Numbers

1,733

266 325

800

552

1,193

963

352 380

1,132

UC

T

CP

UT

Rh

ode

s

UJ

UK

ZN

UP

SU

UF

S

UW

C

Wits

Overall Industry: Excluding Sport

27

- -

17

9

2 -

13

7 6

-

5

10

15

20

25

30

UC

T

CP

UT

Rh

ode

s

UJ

UK

ZN

UP

US

UF

S

UW

C

Wits

OVERALL # CRIS IS

UCT23%

CPUT3%

Rhodes4%

UJ10%

UKZN7%

UP15%

SU13%

UFS5%

UWC5%

Wits15%

OVERALL #

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September 2018 Analysis

Executive Summary: Industry by the Numbers (continued)

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Traditional Media Trend

UCT Exc. Sport CPUT Higher Education News

Rhodes UJ UKZN

UP US UFS

UWC Wits

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September 2018 Analysis

Industry Insights

# AVE Reach

UCT 1,733 898,652,790.97 267,117,851

CPUT 266 18,898,273.12 6,605,921

Rhodes 325 15,472,450.41 4,168,130

UJ 800 283,444,151.71 119,424,465

UKZN 552 35,323,652.54 17,021,759

UP 1,193 131,212,189.94 90,832,999

SU 963 63,509,928.63 141,631,022

UFS 352 21,188,296.49 28,128,268

UWC 380 39,835,640.58 59,872,613

Wits 1,132 123,395,911.82 122,191,251

Academics in the law faculty say the University of Cape Town (UCT) has whitewashed the reign of former dean Professor Penny Andrews by covering up bullying, financial mismanagement and patronage. And they are furious that an executive report on an internal investigation blamed the entire faculty for a temporary suspension of accreditation for UCT’s law degree when Andrews was solely responsible. A vote this week also showed that a strong majority of faculty academics wanted inaccuracies in the executive report to be corrected. When contacted by the Sunday Times after the report was leaked, some academics said they wanted to ‘set the record straight’ so that ‘further damage isn’t done else-where`. Andrews was appointed in 2016 after years abroad and was the faculty’s first black dean. When damning financial statements were leaked earlier this year, she said she was being ‘vilified’ on racial grounds. But Khomotso Moshikaro, an academic in the department of private law, said Andrews used ‘untransformed’ as a ‘placeholder to silence anybody who disagreed with her’ when actually ‘transformation does not entail lower standards from people of colour’. - Sunday Times Gauteng, 16 September 2018

Industry key stories Cape Peninsula University of Technology CPUT accused of delaying report http://www.peararchive2.co.za/media/Print/165D65A40D7.pdf#page=1 CPUT ready for solar car challenge http://www.peararchive2.co.za/media/Print/165D7AE7B93.pdf#page=1 Rhodes University Rhodes University ’needs sexual offences unit’ http://www.peararchive2.co.za/media/Print/16604F2C5F1.pdf#page=1 University of Johannesburg UJ’s department celebrates 50 years of excellence http://www.peararchive2.co.za/media/Print/165FAB821CA.pdf#page=1 University of KwaZulu-Natal UKZN Honorary Doctorate for SA Jazz Musician http://www.peararchive2.co.za/media/Print/1660EF964EC.pdf#page=1 UKZN psychologist warns against use of marijuana http://www.peararchive2.co.za/media/Print/165F541AFFC.pdf#page=1 UKZN student killed in brawl http://www.peararchive2.co.za/media/Print/165E5ABC15D.pdf#page=1 University of Pretoria UP helps lioness do it the artificial way http://www.peararchive2.co.za/media/Print/165B7E7B0D6.pdf#page=1 UP students given Chaka Chaka factor http://www.peararchive2.co.za/media/Print/165DBA492FA.pdf#page=1

University of Stellenbosch US se sack teen Jurie Roux `gereed vir verhoor` http://www.peararchive2.co.za/media/Print/165A82F4359.pdf#page=1 SU impact on local economy measured http://www.peararchive2.co.za/media/Print/165D65E814A.pdf#page=1 University of the Free State UV vat voor in studie van kameelperde http://www.peararchive2.co.za/media/Print/1659DE212EA.pdf#page=1 University of the Western Cape UWC opens science centres http://www.peararchive2.co.za/media/Print/165F53885BF.pdf#page=1 UWC spreads science centres across Cape http://www.peararchive2.co.za/media/Print/1659DB39E42.pdf#page=1 University of the Witwatersrand Wits courses in earthmoving and maintenance in mining http://www.peararchive2.co.za/media/Print/165C7660BA3.pdf#page=1 University of Cape Town UCT law staff want truth to be told http://www.peararchive2.co.za/media/Print/165E0CC8DEE.pdf#page=1 UCT ranked as top university in Africa http://www.peararchive2.co.za/media/Print/166193F9197.pdf#page=1 UCT strikes agreement

http://www.peararchive2.co.za/media/Print/165F011A8E1

.pdf#page=1

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September 2018 Analysis

Executive Summary: University of Cape Town

Analysis conducted for the period was done across the following metrics: Intellectual Capital (IC), SWOT, Focus, Behaviour and Categories. The majority of overall Intellectual Capital presence in media linked to Relational Capital (linked to Research and Opinions and Corporate topics), followed by Human Capital (linked mainly to Faculty and Academics and Student Related) and then Structural Capital (linked to Corporate level structures). The # campaigns have remained a conversation in the media through July, the protests and the violent demonstrations, though less severe, continue. Media focus for the overall industry is led by Relational coverage followed by Human and no Structural. Human linked to opportunities and weaknesses by faculty and students who are negatively or positively portrayed. Majority coverage overall was opportunity based, followed by weakness, with no strength or threats. UCT follows this pattern. Corporate related coverage (4 541 clips) led the industry followed by Research and Opinions (2 646), while Faculty and Academics in News (258) came in third. UCT coverage related to company includes the clips categorised as an opportunity and linking relational topics of transformation to a weakness and an issue. Statement related articles led the industry with 7 316 clips.

On the research and opinions, academics, side, the following were key headlines for UCT:

- China’s opaque largesse may come at too steep a price - Commercial dagga sales ‘would vitalise small farmers’ - Dancing to the bright side of the moon - Early Zimbabwe land reform showed the value of small-scale farmers - Fight back the stigma - Land issue may be heading for long legal battle - Learning about albinism - Make social media rants at your peril - Stubbing out a bad habit - The importance of having two ears - To amend or not to amend?

UCT Excluding Sport93%

UCT Sport7%

UCT OVERALL BRAND

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Overall Faculties

10

September 2018 Analysis

Media Presence Index (MPI)

PEAR’s Media Presence Index (MPI) examines brand prominence in print media. This is done on a keyword basis, where a brand name, and its variations, is used as a search within South African print media. Once searched a brand count of the keyword is given – this gives an indication of repeated usage and, thus, visibility in the external environment. For example, Company A might be mentioned in an article by name three or four times, which improves brand visibility. After this brand count is worked out, it forms the foundation for the MPI calculation. MPI is calculated taking the following factors into account:

- Brand Count - AVE (1:1) - Placement and quality of placement in the article - Headline mention (x5 multiplier) - Word count

As discussed, Media Presence Index (MPI) focuses on overall brand prominence and mention quality in print media. Accordingly, UCT generated 6 907 brand mentions (23%) and an MPI of 1 840 051. This placed UCT second industrially as Wits is first with 13 469 (45%) and an MPI of 3 476 238. The average per mention MPI for UCT was 266.40 and for Wits 258.09. The average per mention MPI overall across all universities was 266.64. The institutions with above average MPI was Rhodes, UJ, UP, SU and UFS. There is a dichotomy of quantity and quality for especially UCT and Wits. For months Wits has always had a higher MPI than UCT. This could be attributed to the controversial transformation issues that continue to change shape in the form of the # campaigns. However, this month the volume of daily news and lack of high MPI publication stories has left both Wits and UCT with very low MPIs.

23%

3%

3%

4%

6%

5%5%1%

5%

45%

OVERALL MPI MENTIONS

UCT CPUT Rhodes UJ UKZN UP SU UFS UWC Wits

412.6

6

360.2

5

337.0

4

283.1

7

281.1

3

266.4

0

258.0

9

206.5

2

151.3

5

109.7

6

UF

S

UJ

UP

SU

RH

OD

ES

UC

T

WIT

S

CP

UT

UK

ZN

UW

C

AVERAGE MPI PER MENTION

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September 2018 Analysis

Publications

Top 6 Industry # Top 6 UCT # Top 6 CPUT # Top 6 Rhodes #

www.iol.co.za 193 www.news.uct.ac.za 81 www.iol.co.za 13 mype.co.za 32

www.news.uct.ac.za 107 www.iol.co.za 54 Cape Argus Early 11 www.ru.ac.za 28

Star, The (Early Edition) 96 Cape Times 30 Cape Times 8 Grocotts Mail 19

Volksblad-Daily 90 Cape Argus Early 28 www.cput.ac.za 8 Herald, The 14

Radiosondergrense(RSG) 85 Safm 11 Mix-FM 2 Safm 1

Safm 52 CapeTalk 11 Radio702 1 CapeTalk 1

Top 6 UJ # Top 6 UKZN # Top 6 UP # Top 6 SU #

UJFM 32 Witness, The 37 www.up.ac.za 46 Radiosondergrense(RSG) 33

Radiosondergrense(RSG) 16 Mercury, The 28 www.iol.co.za 21 www.iol.co.za 22

www.iol.co.za 14 www.iol.co.za 22 Radiosondergrense(RSG) 20 Eikestadnuus 21

www.dailymaverick.co.za 12 bereamail.co.za 18 Pretoria News 19 Cape Times 16

Sowetan 11 Safm 2 Beeld(Uitgawe2) 17 www.businesslive.co.za 12

ArtAfrica 11 CapeTalk 1 Safm 7 CapeTalk 5

Top 6 UFS # Top 6 UWC # Top 6 Wits # Volksblad-Daily 36 www.uwc.ac.za 26 www.iol.co.za 23 www.bloemfonteincourant.co.za 12 www.iol.co.za 15 Radio702 22 www.ofm.co.za 10 Cape Argus Early 11 StarLate 19 Bloemnuus 9 Cape Times 9 Star, The (Early Edition) 19 Radiosondergrense(RSG) 6 Safm 6 ewn.co.za 18 Ofm 5 KayaFM 3 Safm 16

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September 2018 Analysis

Analysis Summary

UCT CPUT Rhds UJ UKZN UP US UFS UWC Wits

Human 40 59 21 46 13 7 58 30 8 7

Relational 1,670 199 304 751 524 1,158 905 322 372 1,103

Structural 23 8 - 3 15 28 - - - 22

- 200 400 600 800

1,000 1,200 1,400 1,600 1,800

Intellectual Capital

Human Relational Structural

UCT CPUT Rhds UJ UKZN UP US UFS UWC Wits

Strength 62 3 17 3 21 88 30 - 10 17

Weakness 27 3 - 10 16 2 - 13 7 6

Opportunity 1,644 260 308 787 515 1,103 933 339 363 1,109

Threat - - - - - - - - - -

- 200 400 600 800

1,000 1,200 1,400 1,600 1,800

SWOT

Strength Weakness Opportunity Threat

UCT CPUT Rhds UJ UKZN UP US UFS UWC Wits

Corporate 1,083 171 196 441 449 618 546 233 268 536

Cultural 139 - - 36 - - - - - -

Faculty and Academics in News 22 59 9 50 5 10 55 30 11 7

Research and Opinions 473 31 120 258 76 563 358 83 101 583

Student Related 16 5 - 15 22 2 4 6 - 6

- 200 400 600 800

1,000 1,200

Category

Corporate Cultural Faculty and Academics in News Research and Opinions Student Related

13

September 2018 Analysis

Journalists

93

1,777

Solicited Non Solicited

Overall Solicited

5%

95%

OVERALL SOLICITED

Solicited Non Solicited

14

September 2018 Analysis

Higher Education Summary

“Police Minister Bheki Cele will visit the University of

Zululand where a student was stabbed to death, sparking a

mob beating that left the alleged killer, also a student,

seriously injured. The incidents happened on Sunday at the

university’s eSipheto residence on the KwaDlangezwa

campus where, according to police, a 20-year-old student

died after being stabbed in the neck. Department of Higher

Education and Training spokesperson Lunga Ngoiengelele

said Minister Naledi Pandor had asked the department to

finalise a draft policy on violence, to help institutions of

higher learning to better deal with such issues. He said

Pandor was also looking to the Council on Higher Education

and Universities of South Africa to advise her on what was

needed to better protect students and staff.

- The Mercury (18 September 2018)

1,991

296

3,742

Print Broadcast Online

Higher Education News Overall

33%

5%

62%

TRADIT IONAL MEDIA

Print Broadcast Online