It is undeniable that the stereotype about librarians is always perceived as unfavourable. In research conducted by Prins and De Gier (1994, p.36), 82% librarians perceived that they were categorised in a lowly status group compared to other professions. This notion contradicts the main objective of libraries to provide educational material, information, and recreation for the local population (Thomas, 2004, p.76). Additionally, librarians also have the unique task of being responsible for maintaining the free and unfettered flow of information and of protecting the rights of every individual to access of information (Bowden, 1994, p.29).
Despite those substantial responsibilities, libraries and librarians are considered one and the same which means that the librarians’ job remains invisible. Patrons mostly, do not recognise the importance of librarians as they appear passive and are generally do not communicate with their users (Zapata, 1994, p.52). Librarians mostly place emphasis on their responsibilities of collection management. According to Rader (2004, p.104), many people believe that today libraries are less important because they consider that the internet is the world’s library. Books and other printed materials are now often considered less valuable and less important than electronic information (Rader, 2004, p.104). Libraries, however, can be the most important component of the information age if they successfully adapt the technological advances (ibid.). This paper illustrates the method by which a library’s reputation can be enhanced through engaging patrons using online tools embedded on the library website.
Image problem
The status and image problems of libraries it is argued, are derived from the underdeveloped relationship with the patrons, in particular with potential users (Prins & De Gier, 1994, p.37). Librarians, it is thought, would rather be concerned about collection management than communication with their patrons. Consequently, many people are not aware of the existence of librarians. The lack of social awareness of the importance of information could be the cause of the lowly status of librarians. Thus, it is the responsibility of librarians to let the public know the importance of information (Gupta, 1994, p.64) because librarians and libraries have a strong correlation with information. Thereby, the need for library and information services is crucial in order to facilitate the process of transforming information and knowledge into social intelligence (Zapata, 1994, p.55).
According to Daniel Bell (in Mackay, 2001, p.26), information is a major commodity in the post-industrialised era in which society is characterised by centrality of scientific knowledge. Moreover, there has been a rapid increase in the demand of information-related professions (Bell in Mackay, 2001, p.26). In support of this argument, Professor W. L. Saunders (in Gupta, 1994, p.67) emphasises that the profession which is concerned about the handling and maintenance and the availability of information, tends to be demanding. On the contrary, the industrial revolution as the form of an information society which has been controlled mainly by the information technology revolution, has not provided librarians with extensive opportunities to play central and significant roles in the development of this new information society (Bowden, 1994, p.28).
The reasons for this profession’s perceived low status, include the passive approach by society towards information because people have not realised the impact of information on their lives and the failure of the information professions to motivate the public (Gupta, 1994, p.64). Admittedly, librarians should be pro-active in stimulating society to acquire, process, apply and generate information into knowledge. According to Páez (1992, in Zapata, 1994, p.54), this new perception has been developed along with the idea of social intelligence and can be beneficial to the society’s capacity to solve problems that lead to the prosperity of a country as a whole. Hence, public libraries need to be strengthened to provide service to a larger number of people to enable them to access information more easily (Gupta, 1994, p.63).
Nonetheless, librarians still merely take responsibility for the management of the physical library collection instead of the content of information inside (Bowden, 1994, p.28). They spend a substantial time developing the best information retrieval systems, such as catalogue and indexing systems, rather than focussing on the quality of information, something which provides the best insight into the demands and wishes of library patrons (Prins & De Gier, 1994, p.37). Additionally, the curricula of library school stresses the classic library skills like cataloguing rather than the skill of developing communication expertise and excellent services to users (ibid., p.41). Molina y Otros (1987, in Zapata, 1994, p.51) asserts that while the focus on training in catalogue skills was relevant in the past, today, with the use of computers and modern communications, information can be obtained beyond library’s radius. Accordingly, in order to market and communicate services that are vital in today’s information technology society, librarians have to become increasingly eloquent and well organised in local, national and international advocacy and literacy programs (McAdam, 2004, p.65). This change in focus means that library and information professionals must concentrate on servicing the outside world, or in other words, they must leave catalogue cards for a while and communicate with their patrons (Prins & De Gier, 1994, p.37)
New Roles for Librarians
In this information era, librarians have new roles as a consequence of the fast-changing nature of information. A community leader is required to stimulate patrons to acquire, process and apply information to solve their problems (Kroski, 2006). Therefore, librarians play a crucial role in transforming community knowledge into social intelligence. Gupta (1994, p.65) suggests that library and information professions should act as a communicator and a counsellor to the public and must highlight the social aspect of librarianship. Therefore, upgrading their communication and public relations skills to encourage patrons to be actively engaged, is fundamental (Fong, 1994, p.81).
It is widely recognised that a library will collapse if there is no users. Admittedly, building a strong relationship with the patrons to focus on the need of users to create a conditio sine qua non is essential (Prins & De Gier 1994, p.43). This can be done by transforming libraries as information units into more dynamic centres (Zapata, 1994, p.52). Thus, the need for packaging and repackaging of information is necessary (Bowden, 1994, p.34) because the core of information retrieval skills that differentiate library and information professions from other professions, need to be emphasised and reinterpreted in the information age (ibid., p.115). By the means of new media communications, librarians can open new channels to reach their clients. Therefore, developing creativity in utilising new means of communication and technology with the generation of new knowledge and more effective use of information to remove the barriers to the free-flow of information, is fundamental for satisfying the basic necessities of patrons (Zapata, 1994, p.54).
Engaging patrons
Engaging communities in library activities is one of the ways to raise the profile of a library. This is a fruitful strategy because it facilitates a two-way process in which dialogue, sharing knowledge and involvement (Mackay, 2001, p.9). Manuel Castells (in Mackay, 2001, p.35) maintains that the social development cannot be strengthened by specific social interests but appears from interconnectedness of different interests in networks. Consequently, it is the social responsibility of the library, particularly a public library, to support community development, promote community identity and initiate social inclusion (Goulding, 2008, p. 40). Enabling a library to develop partnerships with the local communities and provide opportunities to local people to be more actively involved, is beneficial to moulding the profile of public library services (ibid.) because the bond will allow libraries and patrons to share information, to connect, and to communicate as a global community (Mackay, 2001, p.9).
Libraries as an information centre have to stimulate patrons to be actively engaged. According to Rogers and Robinson (2004, in Goulding, 2008), community engagement integrates a variety of approaches in which libraries authorise patrons to consider and express their views on how their particular necessities are best met. The simple way is by providing a free space for communities to gather and socialise or by organising library activities such as book exhibitions, literacy campaigns and children’s programmes that can encourage patrons’ engagement (Goulding, 2008).
However, people today have a tendency to spend more time on their computers rather than go to a library to find information or participate in library activities (Kroski, 2006). The new web has brought about an explosion in the growth of social and community websites (ibid.). Indeed, a library tends to be a place where there is a free and amicable environment and an atmosphere of social equality in which patrons can socialise with other patrons as well as librarians (ibid.). For this reason, Rheingold (in Kroski, 2006) suggests that virtual communities are acting as alternative forms of gathering places as well as tools for communication and information exchanges. Moreover, Putnam (in Kroski, 206) argues that to maintain social capital in society, the Web is required to balance the decline in community participation caused by sprawling urban development and advances in technology. Hence, internet congregation is potential to create bonds in neighbourhoods and communities which have shared interests (Kroski, 2006).
Today, people are not just passive consumers of information. With the considerable use of Internet, they are active participants by processing, reacting to and adding to, as well as spreading information (Dallow, 2007, p.347). Due to the demand of social networks and online communities, librarians have an advantage due to the fact that the Web has become a space for socialisation and content creation to interact with their clients (Kroski, 2006). Subsequently, librarians can play a major role as information filters and as a professional who offers a resource (ibid.). Web tools offer a substantial benefit to market library services (ibid.). Hence, libraries as a centre of their communities need to take advantage of the new online tools which facilitate community building by embedding them within a library’s Website (Kroski, 2006).
(to be continued)
Finish on May 25, 2009
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Lapsing and mending. Blogjune 30/24
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