The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.

Thesis (MPhil)--Stellenbosch University, 2013. / Bibliography / ENGLISH ABSTRACT: The representation of women in the media has been problematic in many respects. Women have often been portrayed in a limited number of roles and media reports have often unnecessarily focused on their physical appearance. In 2009, South African athlete Caster Semenya astonished the athletics world with her times in the 800 m. However, her performance was soon overshadowed by speculation about her sex. Before long, an Australian publication claimed that Semenya had male sexual organs and no womb or ovaries. The publication of this report left other media with a number of ethical dilemmas. This study examined the representation of Semenya in Beeld and Rapport, two Afrikaans newspapers, during the height of speculation. The aim of the study was to determine whether the specified media, in their portrayal of Semenya, adhered to journalism’s ethical principle of truth-telling. Two theoretical frameworks, namely, Representation and African womanism, were used as analytical tools. Qualitative content analysis was used to analyse the portrayal of Semenya. The study found that the representation of Caster Semenya did not adhere to journalism’s ethical principle of truth-telling in all respects. / AFRIKAANSE OPSOMMING: Die uitbeelding van vroue in die media skiet steeds in verskeie opsigte tekort. Studies oor die onderwerp dui daarop dat vroue dikwels in ’n beperkte aantal rolle uitgebeeld word. Daar word ook gereeld onnodig na vroue se fisieke voorkoms verwys. In 2009 het die Suid-Afrikaanse atleet Caster Semenya die atletiekwêreld verras met haar uitstekende tye in die 800 m. Dié prestasie is egter gou oorskadu deur media-spekulasie oor die atleet se geslag. ’n Australiese publikasie het kort daarna ’n berig gepubliseer wat beweer het dat Semenya manlike geslagorgane het en geen baarmoeder of ovaria nie. Die publikasie van dié berig het die media voor verskeie etiese uitdagings te staan gebring. Hierdie studie het die uitbeelding van Semenya in Beeld en Rapport, twee Afrikaanse koerante, gedurende die hoogtepunt van dié spekulasie ondersoek. Die doel van die studie was om te bepaal of die spesifieke publikasies gehoor gegee het aan media-etiese voorskrifte met betrekking tot die weergee van die waarheid. Twee teoretiese raamwerke, naamlik Uitbeelding en womanism in Afrika, is in dié verband as vertrekpunt gebruik. Kwalitatiewe inhoudsanalise is gebruik om die uitbeelding van Semenya te ontleed. Die studie het bevind dat die uitbeelding van Semenya nie in alle opsigte in ooreenstemming was met dié beginsel nie.