Thesis (MPhil (Journalism))--University of Stellenbosch, 2009. / Adolescent girls’ passage to womanhood is frequently exposed to a vast array of media products. Mass communication products have become educational devices, guiding young women towards an understanding of femininity and all its accompanying intricacies. We are taught gender lessons throughout our lives, but our teen years are of special significance in this regard. In a society that is becoming all the more media saturated, advertisers are capitalising on different desires and ideals that are being constructed in the media. Initially, only adult women were targeted, but these days a number of mass media products aimed specifically at young women have opened up a whole new market. Until a few years ago, South African teenage girls had only women’s magazines aimed at adult women to refer to. These days, however, a number of teen magazine titles exist locally. The aim of this study was to look at teen magazines as an example of texts that are aimed specifically at adolescent women. More specifically, the study looked at the discourse on femininity within the pages of the text – what is the magazine in essence saying about womanhood? To take the research one step further, it was decided to look at how readers of the magazine engaged and negotiated with the text in order to inform their own understanding of femininity. The goal of the study was to determine how the discourse on femininity played out between the text and the reader. Combining quantitative and qualitative elements, the study was located within a cultural studies framework and referred to Stuart Hall’s encoding/decoding model as a representation of the communication process. It was found that the magazine under scrutiny had twelve specific thematic categories that were most prominent. It was found that the femininity encoded in these texts revolved around consumerism, fashion and boys. The study found that the readers taking part in focus group research possessed a sufficient amount of educational “cultural capital” to be able to resist the dominant messages encoded in the texts, yet they seemingly chose not to. This study also indicated that the femininity that was constructed in the studied text did not take the greater South African context into account, and that it served to entertain readers from higher LSM groups rather than all South African girls.

Thesis (MPhil)--Stellenbosch University, 2008. / ENGLISH ABSTRACT: This assignment explores the assumptions and perceptions – both real, and created by the media, marketers and advertisers – surrounding the word “natural” when applied to health foods, vitamins, home remedies and medication. It also examines the anti-science stance taken by many promoters of such products and the appeal that stance holds for targeted consumers. In it an attempt is made to answer the following questions: What is the source of this apparently “antiscience” point of view? How have the media contributed to this type of sentiment? Why do socalled “natural” products hold more appeal to consumers than their synthetic equivalents? Is there a difference between such products? Is the difference real or perceived? Or, is it merely a media construct? Does the popularity of these ideas indicate a growing distrust of science and governments? What effect has the media’s portrayal of science had on peoples’ attitudes to it? And, above all, what have the media done to advance the idea that “natural” is good for you? / AFRIKAANSE OPSOMMING: Hierdie werkstuk ondersoek die veronderstellings en persepsies – die werklike sowel as dié wat deur die media, bemarkers en adverteerders geskep word – met betrekking tot die woord “natuurlik” wanneer dit toegepas word op gesondheidsvoedsel, vitamiene, boererate en medikasie. Dit bekyk ook die antiwetenskaplike houding wat baie voorstanders van sodanige produkte inneem en die trefkrag wat dié houding op die teikenmark uitoefen. In dié studie is ’n poging aangewend om die volgende vrae te beantwoord: Wat is die oorsprong van hierdie klaarblyklik “antiwetenskaplike” oogpunt? Hoe het die media bygedra tot dié idee? Hoekom is die sogenaamd “natuurlike” produkte soveel aantrekliker vir die gebruiker as hulle sintetiese ekwivalente? Is daar ’n verskil tussen sodanige produkte? Is daar ’n werklike verskil of is dit slegs ‘n persepsie? Of is dit bloot ’n maaksel van die media? Dui die gewildheid van hierdie idees op ’n toenemende gebrek aan vertroue in die wetenskap en die owerhede? Watter uitwerking het die media se voorstelling van die wetenskap op mense se houding ten opsigte daarvan? En, veral, wat het die media gedoen ter bevordering van die idee dat “natuurlik” goed is vir jou?

Thesis (MPhil (Journalism))--University of Stellenbosch, 2006. / Although reputation management has historically been restricted to companies or other organisational entities, countries are also increasingly concerned with their reputation relative to other countries and have started to actively measure and manage that reputation1. Over the past years, the Republic of South Africa has begun to professionally streamline its own reputation management activities, specifically by establishing the International Marketing Committee (IMC) in August 2000. South African Tourism, the media division of the South African diplomatic sector and even South African Airways are other reputation management vehicles that have been working toward emanating a comprehensive marketing and communication message from South Africa to other countries. The basis of good reputation management is to first measure such reputation2. It is also important to know what aspects are the main drivers of such reputation. Using the content of specific German newspapers as data body, this study determines the drivers of South Africa’s media reputation in Germany. In order to accurately set the scene for an analysis of South Africa’s reputation, a thorough situation analysis on the country is conducted. This situation analysis forms the backbone for the methodology used further on to investigate the drivers of South Africa’s reputation in specific German media. To this end, a large part of the situation analysis looks at South Africa in terms of Germany and a study is conducted on the relationship between Germany and South Africa as well as the potential stakeholders of South Africa’s media reputation in Germany. It is also important to know what current efforts in terms of reputation management are. After studying the history of South Africa’s reputation management activities, members of today’s reputation management vehicles are interviewed and an overview of South African reputation management efforts currently active in Germany is provided. The reputation management activities of other countries are briefly explored and specifically the lessons from other countries’ efforts are highlighted. Subsequently, the reputational dimensions that positively or negatively drive South Africa’s reputation in specific German media are determined. To this end, a content analysis is conducted on the seven German national daily newspapers, Börsen- Zeitung, Die Welt, Frankfurter Allgemeine Zeitung, Frankfurter Rundschau, Financial Times Deutschland, Handelsblatt and Süddeutsche Zeitung3 over a period of 20 months. The findings made culminate in suggestions for South Africa’s future reputation management activities in Germany.

Thesis (MPhil (Journalism))--University of Stellenbosch, 2008. / The media plays a fundamental role in shaping societies’ opinions about topical issues. Most human beings depend upon either the print media (newspapers/magazines), television or radio as their sources of news. The advent of the internet since the 1990s revolutionised the media world and created an immediacy on the impact of news like no other previous medium could provide, as it had a combination of audio and visual material. The most effective demonstration of such immediacy would be that of the impact of the September 11 attacks in the USA in 2001. The aftermath of the media’s impact still resonates throughout the world today, especially its impact on those who follow the Islamic faith. This paper aims to explore the impact of the media on this newly derived concept of Islamophobia, especially post 9/11. It includes a case study of the Islamophobic Danish cartoon controversy that occurred in February 2006. This paper discusses the concept of Islamophobia and anti-Islamism, as well as how the events of 9/11 and its media coverage contributed towards the worsening of this sentiment across the globe. The conclusion reached is that instead of the media acting as a mediator between Western society and the global Muslim community and creating an atmosphere of each understanding the other, it acted negatively against Islam, the world’s fastest growing religion.

Thesis (MPhil) -- University of Stellenbosch, 2000. / ENGLISH ABSTRACT: The most neglected element in television reporting is the sound track. The problem is illustrated by the fact that there are currently no specialised textbooks, or training courses, on sound recording for television reporting, anywhere in the world. Textbooks that deal with television reporting dedicate very little space to sound recordings. With the growing competition in television news, news teams are increasingly becoming smaller. It is common practice these days to have a news team consisting of only a cameraperson and a reporter. The cameraperson is also responsible for the sound. Two television stations, namely NYl in New York and Channel One Television in England, have already dispensed with the cameraperson and send out only a reporter. This dissertation addresses the above-mentioned problem by doing research on the sound equipment, recording techniques and production techniques that are useful for effective sound recordings during single camera television reporting. Chapter two explains the functions of the different departments in a television station, as well as the duties of the staff. Chapter three explains basic television principles, terminology and equipment that the sound person uses daily and needs to understand to perform his work optimally. Chapterfour gives the basic terms that are needed to follow a conversation on sound recording. Terms like decibel, stereo and digital sound are explained. The chapter also covers basic electricity and sound equipment. Chapter five covers microphones under three headings, namely: electrical characteristics, acoustic characteristics and microphone design. The chapter also covers associated equipment, explains the sound facilities on video cameras and gives a list of possible sound equipment that can be used during a production. Chapter six covers sound recordings, principles and techniques under the following headings: • Perspective and boom swinging, which deals with sound perspective and boom swinging. • Rigging of cables, which gives practical tips for laying cables inside and outside buildings. • Recording principles, which gives practical tips on sound recordings. • Interviews, which includes recording tips for television interviews and reporting. • Reporting, which covers reporting, media conferences and public events. • Commentary recordings, which deals with the preparation and recording of voice over. • Music recordings, which deals with instruments and bands, and suggests microphone positions. • Telephone lines, which covers the use of telephone lines for reporting. • Location reconnaissance, which gives practical tips on pre-production planning. • Guidelines for sound persons during productions, which concludes the chapter and the dissertation with practical tips on behaviour during local, foreign and/or dangerous productions. / AFRIKAANSE OPSOMMING: Die veranderlike wat die meeste afgeskeep word in televisieverslaggewing, is die klankbaan. Die probleem word onderstreep deur die feit dat daar wêreldwyd tans geen gespesialiseerde handboeke of opleidingskursusse bestaan wat oor klankopnames vir televisieverslaggewing handel nie. Handboeke wat handeloor televisieverslaggewing wy ook baie min ruimte aan klankopnames. Met die groeiende kompetisie in televisienuus raak nuusspanne toenemend kleiner. Dit is reeds algemene praktyk dat die nuusspan slegs uit 'n kamerapersoon en 'n verslaggewer bestaan. Die kamerapersoon moet dus ook die klankopnames doen. Twee televisiestasies, naamlik NYl in New York en Channel One Television in Engeland, het reeds die kamerapersoon uitgeskakel en stuur slegs 'n verslaggewer uit. Hierdie verhandeling spreek bogenoemde probleem aan deur navorsing te doen oor die klanktoerusting, opnametegnieke en produksietegnieke wat nuttig is vir effektiewe klankopnames tydens enkelkameratelevisieverslaggewing. Hoofstuk twee verduidelik die funksies van die verskillende departemente in 'n televisiestasie sowel as die pligte van die personeel. Hoofstuk drie verduidelik basiese televisiebeginsels, -terminologie en -toerusting wat die klankpersoon daagliks mee werk en dus moet verstaan om sy werk optimaal te verrig. Hoofstuk vier gee die basiese terme wat nodig is om 'n gesprek oor klankopnames te volg. Begrippe soos desibel, stereo en digitale klank word verduidelik. Die hoofstuk behandelook basiese elektriese beginsels en klanktoerusting. Hoofstuk vyf bespreek mikrofone onder drie indelings naamlik: elektriese eienskappe, akoestiese eienskappe en mikrofoonontwerp. Die hoofstuk dek ook aanverwante toerusting, verduidelik die klankfasiliteite op videokameras en gee 'n lys van klanktoerusting wat tydens produksies gebruik kan word. Hoofstuk ses is die belangrikste en bespreek klankopnames, beginsels en tegnieke onder die volgende opskrifte: • Perspektief en boomhantering, waaronder klankperspektief en boomhantering behandel word. • Lê van kabels, wat praktiese wenke gee vir die lê van kabels binne en buite geboue. • Opnamebeginsels, wat praktiese wenke gee in verband met klankopnames. • Onderhoude, wat opnamewenke gee in verband met televisieonderhoude en verslaggewing. • Verslaggewing, wat verslaggewing, nuuskonferensies en openbare geleenthede dek. • Kommentaaropnames, wat handeloor die voorbereiding vir, en opneem van kommentaar. • Musiekopnames, wat musiekinstrumente en orkeste bespreek en mikrofoonposisies voorstel. • Telefoonlyne, waaronder die gebruik van telefoonlyne vir verslaggewing bespreek word. • Terreinverkenning, wat praktiese riglyne gee vir voorproduksie-ondersoeke. • Riglyne vir klankpersone tydens produksies, wat die hoofstuk en die studie afsluit met praktiese wenke vir gedrag tydens plaaslike, buitelandse en/of gevaarlike produksies.

Thesis (MPhil)--University of Stellenbosch, 2004. / ENGLISH ABSTRACT: The World Wide Web should become more important as technology advances. Because people use the Web differently to traditional media, media companies should investigate the new medium to fully reap its benefits and to understand its future impact on their revenue streams. British media companies have co-operated and invested heavily in the Internet for years and continue to do so through content portals, typically web sites for their newspaper titles. They initially did so to protect themselves from entrepreneurs who potentially threatened their classified advertising revenues with Web-only classified advertising directories. Classified advertising works better on the Web. A newspaper's website seems to have no adverse effect on its circulation. Via their websites, newspapers can reach and market to people who would otherwise not buy them. British advertisers are spending more on advertising online and on advertising in the regional press. Rapidly expanding Newsquest is the second-largest British regional publisher. Its management structure is hierarchial and it aggressively controls costs. Although the digital media department of Newsquest (London) has some flaws (notably when it comes to communication with other departments), its strategy is generally sound. Newsquest's newsrooms are multi-media and all journalists contribute to and maintain newspaper websites. Most of Newsquest's Internet revenue comes from charging classified advertisers more for uploading their adverts to the websites. The adverts are listed in Fish-t, a classified advertising database maintained by most UK regional publishers. Whereas Newsquest's regional policies are generally sound, national plans and software programmes are often not suitable for such a devolved corporation. Newquest's strategy of aggressive cost control by underpaying staff (and hence often not being able to retain top performers) jeopardises its classified advertising revenues, as the competition it faces on the Web is larger than in traditional circulation areas. Greater automation is necessary to bypass shortomings and errors made by low-performing staff. The Watford Observer's website is operated similarly to a free newspaper. Newsroom staff are encouraged to take ownership of it and emphasis lies on convincing online readers to buy The Watford Observer in print. The website plays an important role in marketing the newspaper and mainly generates profit by providing added value to advertisers. The newspaper's circulation has been falling for some time and some senior managers ascribe this to the Internet. By means of a home delivery system that allows people to subscribe to the printed newspaper online, circulation could be boosted through the website. The current subscriptions model is ineffective. With the exception of CaxtonlCTP, some major South African media companies with regional titles follow a pro-active newspaper website strategy. Although there is a critical mass of wealthy consumers and technological development is sufficient, government telecommunications policy and the telephone operator's monopoly seriously undermine Internet use and media companies' profits from it. As technology advances (portable, fold-up displays are not far off), newspaper content may in future be displayed exclusively online. This is problematic, as display advertising is ineffective on the Web. Newspaper publishers could acquire mobile telephone operators and Internet service providers to control these developments. Newspaper companies must (and many do) accept they need to be multimedia publishers in the future. South African media companies are forced to maintain low-key Internet operations until government telecommunications policy changes. Newsquest's online business model is an example what could potentially be achieved. / AFRIKAANSE OPSOMMING: Die web behoort belangriker te word soos tegnologie vooruitgaan. Omdat 'n mens dit anders gebruik as tradisionele media, behoort mediamaatskappye die nuwe medium te ondersoek om volle voordeel daaruit te trek en die volle impak daarvan op hullopende inkomste te verstaan. Britse mediamaatskappye het saamgespan en het jare lank in die Internet belê deur die handhawing van inhoudsportale en, meer spesifiek, koerantwebwerwe. Oorspronklik het hulle dit gedoen om hulself te beskerm teen entrepreneurs wat moontlik hul persoonlike advertensies met web-gebaseerde persoonlike advertensiegidse sou bedreig. Persoonlike advertensies werk beter op die web. 'n Koerant se sirkulasie blyk nie benadeel te word deur sy webwerf nie. Deur hul webwerwe kan koerante mense (ook vir bemarkingsdoeleindes ) bereik wat andersins nie die koerant sou koop nie. Britse adverteerders bestee meer aan aanlynadvertensies en adverteer toenemend m die streekspers. Newsquest groei vinnig en is die tweede-grootste Britse streeksuitgewer. Die maatskappy het 'n hiërargiese bestuurstruktuur en beperk agressiefbedryfskoste. Al het Newsquest (London) se digitale mediadepartement foute (veral wat kommunikasie met ander departemente betref), is strategie in die algemeen goed. Newsquest se nuuskantore is multimedia en alle joernaliste dra by tot die inhoud en onderhoud van koerantwebwerwe. Newsquest verdien sy meeste internet-inkomste deur meer te vra vir aanlyn-persoonlike advertensies op sy werwe. Advertensies word dan in Fish4, 'n persoonlike advertensiedatabasis, wat deur die meeste Britse streekskoerantuitgewers gebruik en versorg word, aangebied. Al is Newsquest se beleid op streeksvlak oor die algemeen goed, is nasionale planne en sagteware-programme baie keer nie toepaslik vir so 'n gedesentraliseerde maatskappy nie. Newsquest se strategie om agressief koste te beheer deur werknemers lae salarisse te betaal (en as gevolg daarvan dikwels nie top-presteerders te behou nie), stel sy persoonlike advertensie-inkomste in gevaar omdat die mededinging wat die maatskappy op die Internet in die gesig staar groter is as op tradisionele sirkulasie-areas. Groter outomatisering is nodig om tekortkomings en foute, wat deur sleg betaalde en onderpresterende werknemers veroorsaak word, te omseil. The Watford Observer se webwerf word soos 'n gratis koerant bestuur. Joernaliste word aangespoor om besit daarvan te neem en 'n klem word daarop geplaas om aanlyn-lesers te oortuig om die koerant te koop. Die webwerf speel 'n belangrike rol in die bemarking van die koerant en verhoog hoofsaaklik wins deur waarde by te voeg by persoonlike advertensies. Die koerant se sirkulasie val al vir geruime tyd en sommige senior bestuurders skryf dit toe aan die Internet. Deur 'n afleweringsdiens wat mense die moontlikheid gee om aanlyn in te teken vir die gedrukte koerant, kan sirkulasie egter deur die webwerf verbeter word. Die huidige intekenmodel in ondoeltreffend. Met die uitsondering van CaxtonlCTP volg sommige Suid-Afrikaanse mediamaatskappye met streekstitels 'n pro-aktiewe koerantwebwerf-strategie. Hoewel daar 'n voldoende aantal welvarende tegnologiese en verbruikersontwikkeling is, ondermyn die regering se telekommunikasiebeleid en die telefoonmaatskappy se monopolie ernstig Internetgebruik en mediamaatskappye se wins daaruit. Soos tegnologie vooruitgaan (byvoorbeeld draagbare, opvoubare skerms), mag koerantinhoud in die toekoms dalk uitsluitlik aanlyn aangebied word. Dit is problematies, omdat gewone advertensies ondoeltreffend op die web is. Koerantuitgewers mag dalk selfoonoperateurs en Internet-diensverskaffers aankoop om hierdie ontwikkelings te beheer. Suid-Afrikanse mediamaatskappye IS gedwing om lae vlak Internet-bedrywighede te handhaaf totdat die regering se telekommunikasiebeleid verander. Newsquest se aanlynmodel is 'n voorbeeld van wat bereik kan word.

Thesis (MPhil)--University of Stellenbosch, 2004. / ENGLISH ABSTRACT: This study investigates whether black women in senior management positions with decision-making authority have had an impact on the newsrooms of the Cape Town newspapers Die Burger, the supplement Jip, community newspaper MetroBurger, the Cape Times, the Cape Argus, the Weekend Argus and the Southern Mail, one title of the Cape Community Newspapers. Labour legislation promulgated in South Africa in 1994 means companies have to employ human resources equitably in keeping with the racial demographics of each province. Given the historical background of the South African media and the fact that it is almost 10 years after the first democratic elections in this country, what new paths have black South African women journalists forged for new journalists? This study focuses on the role of black women with regard to decisionmaking at the aforementioned newspapers. During the course of this study, 5 of the 6 women respondents have resigned from their positions. Other findings are that the editors generally have limited knowledge of the responsibilities of the women in this study. The editors have also indicated that no changes have been made or will be made to the job descriptions of the women, while the women have indicated that there have, indeed, been changes to their job descriptions. These changes have related to editorial and non-editorial responsibilities. While no training plans have been set out specifically for the women respondents, most of them have indicated they wanted more training opportunities. Most of the women respondents have indicated higher remuneration and job satisfaction as being the main reasons for resigning. / AFRIKAANSE OPSOMMING: Die studie ondersoek die impak wat swart vroue in senior bestuursposisies met besluitnemingsgesag gehad het op die nuuskantore van die volgende Kaapse koerante: Die Burger, die Jip bylae, die MetroBurger gemeenskapskoerant, die Cape Times, die Cape Argus, die Weekend Argus en die Southern Mail, een titel in die Cape Community Newspapers-stal. Arbeidswetgewing wat in 1994 in Suid-Afrika gepromulgeer is, beteken maatskappye moet menslike hulpbronne in diens neem op 'n regverdige basis en in oorenstemming met die rasse-demografie van elke provinsie. Gegewe die historiese agtergrond van die Suid-Afrikaanse media en die feit dat dit bykans 10 jaar is ná die eerste demokratiese verkiesing, watter nuwe paaie het Suid-Afrikaanse vrouejoernaliste gebaan vir nuwe joernaliste? Die studie fokus op die rol van swart vroue met betrekking tot die besluitnemingsproses in die genoemde koerante. Gedurende die studie het vyf van die ses respondente bedank. Ander bevindinge is dat redakteurs in die algemeen 'n beperkte kennis het van die verantwoordelikhede van die vroue wat deelgeneem het aan die studie. Die redakteurs het ook aangedui dat geen veranderings gemaak is of gemaak gaan word aan die posbeskrywings van die vroue nie, terwyl die vroue aangedui het dat daar wel veranderings aan hul posbeskrywings gemaak is. Hierdie veranderings was verwant aan redaksionele en nie-redaksionele verantwoordelikhede. Terwyl geen opleiding spesifiek uitgewys is vir respondente in hierdie studie nie, het die meeste van hulle aangedui dat hulle meer opleidingsgeleenthede sou wou hê. Die meeste respondente het ook aangedui dat die hoofredes vir hul bedanking beter salarisse en werksbevredeging is.

Bibliography / Thesis (MPhil (Journalism))--University of Stellenbosch, 2010.

Thesis (MPhil)--University of Stellenbosch, 2000. / ENGLISH ABSTRACT: Before 1994, the year in which South Africa conducted its first democratic elections, newspapers did little to reflect the demographics of its country and more specifically its regions. This assignment delves into the progress made regarding transformation with specific reference to senior staffing at the Cape Argus, Cape Times and Die Burger since 1994. A comparison is drawn between what went before and after 1994 in the staffing structures of the newspapers mentioned. In terms of content the assignment lists and studies a number of issues regarding transformation as per the topic. Histories of the above-mentioned newspapers are recorded. The South African Human Rights Commission's views on transformation in the media are mentioned as well. The views of these newspapers and those of Government are also shared. Changes have been made, although this has been at a pedestrian pace for a number of reasons. These changes need to be tracked through for more empirical work than has been possible in this assignment. These newspapers have set themselves targets and they are optimistic that in the near future many more changes would be made. The prospect for future research of this topic is far from being saturated. The three media houses discussed are committed to transformation. / AFRIKAANSE OPSOMMING: Voor 1994, die jaar waarin Suid-Afrika se eerste demokratiese verkiesing gehou is, het koerante baie min gedoen om die demografie van die land en omliggende streke te weerspieël. Hierdie werkstuk ondersoek die vordering in transformasie wat ná 1994 gemaak is, met spesifieke verwysing na senior personeelaanstellings by die Cape Argus, Cape Times en Die Burger. 'n Vergelyking tussen personeelstrukture van hierdie koerante voor en ná 1994 word getref. 'n Aantal aspekte ten opsigte van transformasie word bestudeer en die geskiedenis van bogenoemde koerante word opgeteken. Die Suid-Afrikaanse Menseregtekommissie se siening oor transformasie in die media word bespreek, asook die siening van hierdie koerante en dié van die regering. Veranderings, hoewel teen 'n stadige tempo, is vir 'n aantal redes aangebring. Hierdie koerante het vir hulself doelwitte gestel, en hulle is optimisties dat heelwat meer veranderinge in die nabye toekoms aangebring sal word. Transformasie blyk 'n prioriteit by elk van die genoemde koerante te wees. Die studie het nie die onderwerp uitgeput nie en verdere navorsing kan gedoen word.

Thesis (MPhil) -- University of Stellenbosch, 2001. / ENGLISH ABSTRACT: This study focused on the representation of the University of the North in the national media during the period 1994-1999. A preliminary survey of newspaper reports indicated that during the post 1994 elections period the University had been getting negative coverage from the national media, especially the Mai/&Guardian.This period was also characterized by the intensification of transformation processes and other challenges within tertiary institutions. The aim of the study was to investigate how the national print media portrayed the university during the period 1994-1999 and to find out what role the Media Directorate of the division Development and Public Relations has played in the whole process. Both internal and external factors which had an impact on the representation of the university were also explored. This study is important in the sense that media relations is regarded as a strategic management tool whose purpose is to create mutual understanding between an organization and its internal and external stakeholders - more especially during the period when organisations are facing both internal and external changes. Communication is therefore seen as a central tool which is facilitating the transformation process. Seen against the tendency of the media to concentrate on conflict and events as major news stories - a conflict of interests then emerges. Content analysis was used to analyse newspaper articles (from the Mai/&Guardian and Independent Online/Star) covering the university between the period 1994-1999 and interviews were conducted with respondents who had been chosen purposely or specifically because their activities had a direct bearing on the media situation. The major themes or issues which had been the major focus of the media during the said period were then identified and evaluated in terms of the nature of the portrayal of the university . The study showed that the University of the North had been negatively portrayed in the media and that the absence of a Media Relations Officer, Media Relations Policy and the tendency of the media to focus on conflict as a news value contributed to the negative image of the university. It is hoped that the study will contribute towards the formulation of a media relations policy at the university, the assessment of the pace of and the whole transformation process and will highlight the major challenges facing public relations departments (and specifically the media sections) of historically black institutions in the current political dispensation. / AFRIKAANSE OPSOMMING: Die studie ondersoek die mediadekking van die Universiteit van die Noorde in die pers gedurende die tydperk 1994-1999 landwyd. Voorafgaande oorsig oor koerantberigte het aangedui dat na die 1994 nasionale verkiesings die landwye pers In baie negatiewe beeld van die universiteit geskep het. Die nasion ale koerant Mail &Guardian het veral die Universiteit in In negatiewe lig geplaas. Gedurende hierdie tydperk het tersiere instellings 'n verheweging van transformasie-prosesse, gekoppel met ander uitdagings, ondervind. Die doelwit was om die beeld te ondersoek wat nasionale koerante van die Universiteit geskep het en die rol wat hierin gespeel is deur die Media Direktoraat, In onderafdeling van die Universiteit se Ontwikkelings- en Skakelafdeling. Interne en eksterne faktore wat 'n invloed op hierdie beeld kon he, is ondersoek. Organisasies se verhouding met die pers is 'n strategiese kwessie. 'n Wederkerige verstandhouding met interne en eksterne belanghebbendes is onder meer belangrik veral wanneer organisasies interne en eksterne verandering ondervind. Die pers se neiging om op konfliksituasies en soortgelyke gebeurtenisse te konsentreer, vereis des te meer goeie kommunikasie. Die inhoud van koerantberigte oor die Universiteit wat verskyn het in die Mail&Guardian en Independent Online/Star vanaf 1994 tot 1999 is ontleed. Die hooftemas uit die koerantberigte is ge·identifiseer en geevalueer teen die agtergrond van die beeld wat geskep is van die Universiteit. Daarna is onderhoude uitgevoer met werknemers wie se werk 'n direkte uitwerking het op die perssituasie. Die navorser het bevind dat die pers In slegte beeld van die Universiteit geskep het. Die afwesigheid van In persbeleid en 'n skakelbeampte wat spesifiek met die pers onderhandel, gepaard met die pers se neiging om konflik-situasies as nuus te beskou, het daartoe bygedra. Daar word gehoop dat die studie die bepaling van 'n persbeleid vir die Universiteit van die Noorde sal aanhelp. Verder word gehoop dat die Universiteit se benadering tot die transformasiesproses, asook die pas waarop dit plaasvind, geevalueer sal word. Laastens word gehoop dat dit die vernaamste uitdagings wat skakelafdelings (veral die pers-afdelings) van historiese swart instellings in die huidige politiek bedeling in die gesig staar, sal beklemtoon.