diff --git a/django/contrib/admindocs/utils.py b/django/contrib/admindocs/utils.py
index 24228541f6b..41c627cc4d5 100644
--- a/django/contrib/admindocs/utils.py
+++ b/django/contrib/admindocs/utils.py
@@ -5,6 +5,7 @@ from email.Parser import HeaderParser
 from email.Errors import HeaderParseError
 from django.utils.safestring import mark_safe
 from django.core.urlresolvers import reverse
+from django.utils.encoding import smart_str
 try:
     import docutils.core
     import docutils.nodes
@@ -64,7 +65,7 @@ def parse_rst(text, default_reference_context, thing_being_parsed=None):
         "link_base" : reverse('django-admindocs-docroot').rstrip('/')
     }
     if thing_being_parsed:
-        thing_being_parsed = "<%s>" % thing_being_parsed
+        thing_being_parsed = smart_str("<%s>" % thing_being_parsed)
     parts = docutils.core.publish_parts(text, source_path=thing_being_parsed,
                 destination_path=None, writer_name='html',
                 settings_overrides=overrides)