Excerpts of this article were published in the
Association of Rural and Small Libraries
Rural Library Services Newsletter
vol.20 issues 4,5 (Sept-Dec 2009)
and
Information Outlook: The Magazine of the Special Libraries Association
Letters to the Editor
vol. 14/n 01 (Jan-Feb 2010)
In the September issue of Information Outlook, words, images and perceptions were identified which have the greatest potential to hurt or help the careers of library and information professionals. As a powerful instrument which dominates culture and through which a continued image of the librarian has had a long and consistent history, the media has fixed a stereotype of the profession in popular culture since the early 1900’s via comic strips, movies and advertising. What is most disturbing about this stereotype is that there is no attempt to deflect from this image because it promotes comedy, or worse yet, horror.
In their article entitled, “Librarians and Party Girls: Cultural Studies and the Meaning of the Librarian,” Marie and Gary Radford (2003) define this trend as being a representation in “contemporary cultural forms” due to culture shaping history (p. 55). Power or force is therefore defined in cultural terms as a “key element in wielding symbolic violence” (p. 59).
It is because of this symbolic violence that professional development cannot be promoted successfully without addressing these stereotypes. As a first step toward this goal, reversing the stereotype by involving media images of the profession in the reverse of this image is foremost: happy and helpful as opposed to fussy or dour. This does not necessarily mean that we should all become young again or a super hero, but rather, show the public and media how happy we are with ourselves, our jobs and how completely enraptured we are with solving their informational needs and requirements.
Another strategy is to substitute a range of positive images for negative imagery: the corporate professional look as opposed to dowdy and frumpy. If it’s true that clothes can make the man or woman, then a few flexible and traditional items in a wardrobe can create a positive impression when dealing with initial perceptions. Updating a wardrobe does not necessarily mean radical or dressing too young for one’s years, but rather simple and comfortable in a polished manner.
The third avenue promoting change is to work within the stereotype to contest it as a means of refuting it. In simplicity, it is really only a struggle with representation. Positive representation possesses the greatest impact. Representing the profession as uniquely dedicated, non-traditional and inventively service oriented is the powder in the keg. It is the library and information professional who is the actual ambassador of the industry.
These challenges are presented as a means to approach an image revolution in the library profession with a new vantage point through cultural studies. These ‘simple wins’ will extend the new vision for the ‘new librarian’ without booting out the not so young, not so bold, and not so beautiful. Because culture helps to shape history, it is up to library and information professionals to reverse this trend and promote the lasting change necessary to free the industry from symbolic violence.
This is the make-over which will encourage the idealized image of the ‘new librarian.’
Radford, Marie L. & Radford, Gary P. (Jan. 2003). Librarians and party girls: cultural studies and the meaning of the librarian. Library Quarterly, 67 (1), 54-69.
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