Knowledge Equity Research – South Africa

Knowledge Equity ResearchSouth Africa

Key Insights

  • Black people feel well represented in media, but not as much on Wikipedia
  • There is opportunity to better engage and represent South Africa’s coloured community
  • There is opportunity to better represent South Africa’s languages
  • There is a better opportunity to engage those with physical & mental health issues

Context

  • There are cultural and country nuances in the South African market that are reflected in the language and data in this report, which should be taken into account when reading the report.
  • The term ‘coloured’ in South Africa refers to members of multi-ethnic communities, and is officially regarded as one of the four race groups in the country.
  • Wikipedia awareness is low in South Africa at a total market level, which should be recognized when using this data – the data only represents the population of South Africans who are online
  • In our survey we found that the Black community in South Africa is younger (which reflects country government data) and relatively tech savvy as compared to the White community – this should also be taken into account when using the data in this report
  • The Black community who responded to this survey generally come from a higher socio-economic background of online users, and therefore don’t reflect the total Black community in South Africa

Methodology

  • 14-21 October 2021
  • Online survey
  • Target audience: Online population
  • 1,000 South Africans of colour
  • 500 nationally representative sample of South Africans for comparison

Usage & Awareness

  • Coloured men & asian women are most aware of Wikipedia
  • Asian women most likely to use Wikipedia, white & coloured women less likely
  • Black community most likely to use Wikipedia for business, other communities for history

Perception & Representation

  • Wikipedia is seen as not valuing SA specific issues like the AbM movement, youth unemployment, and black economic empowerment
  • Coloured women, LGBT and those with health conditions see Wikipedia as having less integrity or empathy, while coloured women and those with health conditions also see Wikipedia as least inclusive

Editing

  • Men and those with health conditions most likely to claim having edited, while the members of the white community least interested in editing
  • Coloured community are more interested in editing Wikipedia in order to increase inclusivity & representation

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