Call for proposals for Media Analysis Services to the National Research Foundation (NRF) and the South African Agency for Science and Technology Advancement (SAASTA)

The South African Agency for Science and Technology Advancement (SAASTA) is a business unit of the National Research Foundation. SAASTA’s mission is to promote broad public awareness, appreciation and understanding of science, engineering and technology in South Africa.

SAASTA wishes to appoint a service provider to conduct analysis of print, online and broadcast media data related to nine science categories, as well as the NRF and its subsidiaries (National Research Facilities of the NRF, as well as SAASTA). The categories to be analysed are as follows:

NRF and its subsidiaries

  • National Research Foundation (NRF)
  • Hartebeesthoek Radio Astronomy Observatory (HartRAO)
  • Hermanus Magnetic Observatory (HMO)
  • iTHemba LABS
  • The National Zoological Gardens (NZG)
  • The South African Astronomical Observatory (SAAO)
  • The South African Agency for Science and Technology Advancement (SAASTA)
  • The South African Environmental Observation Network (SAEON)
  • The South African Institute for Aquatic Biodiversity (SAIAB)

Science Categories

  • Alternative Energy
  • Biotechnology
  • Nanotechnology
  • Science, Technology, Engineering, Mathematics and Innovation (STEMI)
  • Antarctic Research
  • Astronomy
  • Marine Biosciences
  • Palaeontology / Indigenous Knowledge Systems / African Origins
  • Space Science

Each category should be treated as separate and reported on in their individual capacity. The possibility for overlap in some media picked up for different categories do exist. In such cases the media picked up should be included under each category separately and should not be discarded merely on the basis that the clip has been included in the analysis of another category.

The aim of media analysis in this regard is of a dual nature. Firstly, there is a need to conduct corporate media analysis of the NRF and its subsidiaries. Secondly, a more nuanced or in depth analysis is required of the media data related to the science categories. Both quantitative as well as qualitative analysis is therefore required in terms of analysis.

Before any analysis can be conducted, all media data generated through the media monitoring process would have to be read and evaluated for relevance. Only those clips detected and identified as relevant to the specific category to which it is associated should be included in the analysis.

The quantitative or statistical component will focus on the following components:

  • Breakdown of the number of data picked up through the media monitoring process compared to the number of data identified as relevant and included in the analysis
  • Distribution patterns related to media coverage (regional distribution patterns)
  • An analysis of the number, weight and associated value of media coverage per media platform (i.e. print, broadcast, online);
  • An analysis of the number, weight, value per media type under each broader platform (for example under “Print” – community urban, community rural, daily regional, weekly regional, daily national, weekly national, weekend regional, weekend national, specialist publications, business publication, etc.);
  • Identification of media according to nature of coverage (e.g. Under “Print” – editorial, advertorial, opinion pieces, regular columns, letter, etc.);
  • Analysis of the AVE and other associated values for each platform, as well as a proportional AVE or other associated values related to the specific media platform
  • Estimation of audience reached per media platform, media type and region through media coverage (readership and listenership / viewership);
  • Listing of journalists reporting on each category (in relation to the associated publication and the titles / foci of media detected); and
  • Listing of publications covering each category (in relation to the associated journalist and the titles / foci of media detected).

The qualitative component will focus on the following:

  • Identification and discussion of topics / themes / issues which were profiled in the media;
  • Identification and discussion of the stories that made headlines;
  • Unpacking of controversial issues or issues which evoked particular public and media interest;
  • Analysis of the potential impact of media on media consumers (readers / listeners / viewers) – For example, in print media consideration will be given to aspects such as article positioning on page, where the article is placed in the paper / magazine, the length / size of the article, the type and quality of images used or the lack of images, the emotive responses evoked by images used, etc.;
  • Measurement of the bias and / or tone of media messaging (positive, negative, neutral, balanced);
  • Measuring the impact of media interventions organised by SAASTA, the NRF, or the Department of Science and Technology; and
  • Reputation analysis for each category.

A contextualised interpretation will be required when doing comparative analysis in terms of regional distribution patterns. In an effort to avoid misinterpretation of findings of analysis, the service provider would be required to provide a context against which data from their analysis can be interpreted. That is, an explanation of the media platforms and types per region compared to the number of platforms in each region actually being tracked by the NRF appointed media monitoring service provider. This should also include information on the population density (population number of potential media consumers) per region.

Furthermore, service providers will be required to be in close contact with SAASTA, NRF corporate communications and individuals responsible for communication in the various NRF national research facilities to stay abreast of all media interventions and / or major developments that might contribute to and / or explain possible changes in reporting patterns on specific agents / issues (for example increase reporting on a specific topic following a media round table focusing on a specific scientific discovery, etc.).

The service provider appointed to carry out the analysis of media data will be provided full access to the web-portal with media archives for the categories tracked through the separately appointed media monitoring service providers. Service providers will be responsible for accessing the web-portal on a regular basis and to open ALL broadcast (audio and visual) clips to ensure that the data is saved in the archives. Service providers will also be responsible for requesting clips from the monitoring service providers in instances where the full clips are not provided less they are formally requested from the monitoring service providers. Service providers will be expected to provide three sets of data discs containing all analysed data clips per category and sorted by month on a quarterly and annual basis for archival purposes. All clips should be clearly titled according to headline, date and publication for easy reference.

All reports will have to include an introductory section in which the research approach and methodology are explained, as well as a glossary of terms. As the reports will be consumed by individuals with no background knowledge of media research, all terminology and approaches etc. has to be clearly explained. Reports should also be accompanied by a complete list of all the data analysed (a source list) sorted by platform and date, and should include a short synopsis of each clip’s focus and / or content.

Reporting requirements would be as stipulated below:

  • Reports will be required on a monthly, quarterly and annual basis for each of the eighteen (18) categories (agents) identified in the beginning of this brief, as well as the two overarching fields (NRF and Science).
  • Monthly reports will focus only on statistics for each separate month for each category, as well as a report comparing findings for each of the overarching categories (NRF and Science). Monthly reports will unpack the statistics for each month and provide discussions on the media content for each respective month.
  • Quarterly reports will provide accumulative overviews of the information for each category separately, as well as the two overarching categories for periods of three months per report.
  • Annual reports will be provided after a twelve month cycle for each category separately, as well as the two overarching categories collectively. Annual reports will provide in depth analysis of all the data over 12 month time frames and will provide trend analysis within categories, as well as across categories. Thus, annual reports will provide a comprehensive integration of all the media data over a twelve month period.
  • Reports need to be presented in hard copy (printed and bound) and electronic format (saved on data discs) and need to be submitted on or before the dates agreed upon for report submission
  • Timeframes for report submissions will be as follows:

-Monthly reports will be submitted on the last day of the next calendar month (for example, the reports for the month of April will have to be submitted on or before the last day of May. This allows service providers a full month for reporting from the last of each calendar month).

-Quarterly reports will be submitted 45 days after the last day of each three month reporting cycle (three consecutive calendar months constituting a reporting cycle).

-Annual reports will be submitted no later than three (3) months after the end of the twelve month annual cycle.

Please note that reporting cycles for the different categories might change as data available for analysis will be as follows:

NRF and its subsidiaries

  • National Research Foundation (NRF) (period April 2011 to March 2012 = 12 months’ data)
  • Hartebeesthoek Radio Astronomy Observatory (HartRAO) (period April 2011 to March 2012 = 12 months’ data)
  • Hermanus Magnetic Observatory (HMO) (period April 2011 to March 2012 = 12 months’ data)
  • iTHemba LABS (period April 2011 to March 2012 = 12 months’ data)
  • The National Zoological Gardens (NZG) (period April 2011 to March 2012 = 12 months’ data)
  • The South African Astronomical Observatory (SAAO) (period April 2011 to March 2012 = 12 months’ data)
  • The South African Agency for Science and Technology Advancement (SAASTA) (period April 2011 to March 2012 = 12 months’ data)
  • The South African Environmental Observation Network (SAEON) (period April 2011 to March 2012 = 12 months’ data)
  • The South African Institute for Aquatic Biodiversity (SAIAB) (period April 2011 to March 2012 = 12 months’ data)

Science Categories

  • Alternative Energy (period April 2011 to March 2012 = 12 months’ data)
  • Biotechnology (period October 2010 to March 2012 = 18 months’ data)
  • Nanotechnology (period October 2010 to March 2012 = 18 months’ data)
  • Science, Technology, Engineering, Mathematics and Innovation (STEMI) (period April 2011 to March 2012 = 12 months’ data)
  • Antarctic Research (period April 2011 to March 2012 = 12 months’ data)
  • Astronomy (period April 2011 to March 2012 = 12 months’ data)
  • Marine Biosciences (period April 2011 to March 2012 = 12 months’ data)
  • Palaeontology / Indigenous Knowledge Systems / African Origins (period April 2011 to March 2012 = 12 months’ data)
  • Space Science (period October 2010 to March 2012 = 18 months’ data)

It should be noted that additional reporting on six months’ data (October 2010 to March 2011) might be required for the following four categories: “Antarctic Research”, “Astronomy”, “Marine Biosciences”, and “Palaeontology / Indigenous Knowledge Systems / African Origins”. However, should there be additional reporting requirements in this regard, as additional pro-rata quotation will be requested from the appointed service provider.

All analysis should be conducted in close consultation with the Audience Analyst at SAASTA, as well as identified individuals within NRF Corporate Communications unit to ensure that reporting requirements are met and a high standard of reporting is maintained.

The service provider should identify the team members who will be responsible for working on this project.

CALL FOR SUBMISSION OF PROJECT PROPOSALS

SAASTA invites proposals from interested parties for conducting media analysis for the NRF and SAASTA (the Science categories) of the 18 categories identified in this document. Only one proposal per applicant should be submitted. Only proposals submitted with an outline of team members, as well as a budget breakdown will be considered. Past experience in the field of media research will be taken into consideration, and applicants will be required to indicate their past experience in research of this nature.

SELECTION CRITERIA

  • Relevance of proposals – The extent to which the proposal speaks to the requirements outlined in this document
  • Experience and reputation of team members
  • A strong focus onquality of reporting
  • Cost effectiveness of the proposal

Experience of working in the science system or academe will be an advantage. Applicants must have experience in report writing and social scientific or media research.

CLOSING DATE

All proposals must be submitted to SAASTA electronically or by fax or hand delivery.The deadline for submitting proposals is close of business (16:00),17 June 2011. Submissions received after this date will not be considered.

ENQUIRIES

Enquiries should be directed to Ms Tshisikhawe Takalani

Tel: 012 392 9331

Fax: 012 320 7803

Email:

Physical Address: DidactaBuilding

211 Skinner Street

Pretoria Central

0001

Postal Address: P.O Box 1758

Pretoria

0002

NB: Please ensure that Ms Michelle Joubert (Audience Analyst, SAASTA) is copied in all written correspondence regarding this project

Email: