Ifla-Journal-37-2 2011.Pdf

IFLA Volume 37 Number 2 June 2011 IFLA

Contents

Editorial On the road to San Juan? 107 Stephen Parker

Articles Promoting a culture for reading in a diverse world 109 Ray Doiron and Marlene Asselin

Electronic governance and hybrid libraries in Namibia 118 Wilhelm Uutoni, Wilson Yule and Cathrine T. Nengomasha

Library assistants as situated learners: How they can learn more effectively 126 Teresa To

The mutations of marketing and libraries 139 Wolfgang Ratzek

Reports Libraries Driving Access to Knowledge: Action for Europe. Reports on the IFLA Presidential Meeting, April 2011 The IFLA Presidential Meeting 2011 – a summary 152 Ingeborg Verheul, Fiona Bradley, Stuart Hamilton, Ellen R. Tise, Neelie Kroes, Federica Marangio, Shaked Spier, Marian Koren and Marian Koren

News 168

International calendar 178

Abstracts 180 IFLA Journal Ofﬁ cial Journal of the International Federation of Library Associations and Institutions ISSN 0340-0352 [print] 1745-2651 [online] Published 4 times a year in March, June, October and December

Editor: Stephen Parker, Apt. 1C, Edifício Rosa dos Ventos, Rua Rosa Parracho 27, Cascais 2750-778, Portugal. Email: [email protected]

Editorial Committee Christine Wellems (Chair), Buergerschaftskanzlei, Parlamentarische Informationsdienste, Hamburg, Germany. Email: [email protected] Sanjay Kumar Bihani, High Commission of India, India House, Aldwych, London WC2B 4NA, UK. Email: [email protected] Filiberto Felipe Martinez-Arellano, University Center for Library Science Research, National Autonomous University of Mexico. Email: [email protected] Jerry W. Mansfield, Congressional Research Service, Library of Congress, Washington, DC. Email: [email protected] Ellen Ndeshi Namhila, University of Namibia, Windhoek, Namibia. Email: [email protected] Ann Okerson (Governing Board Liaison), Yale University Library, Sterling Memorial Library, New Haven, CT, USA. Email: ann.ok [email protected] Omnia M. Sadek, Library & Information Science Dept, College of Arts & Social Science, Sultan Quaboos University, Muscat - Oman. Email: [email protected] Réjean Savard, École de bibliothéconomie et des sciences de l’information, Université de Montréal, Montréal, Canada. Email: Rejean.Sa [email protected] Ludmila Tikhonova, Russian State Library, Moscow, Russian Federation. Email: ltikh@r sl.ru Christobal Pasadas Ureña, Universidad de Granada Biblioteca, Facultad de Psicología, Granada, Spain. Email: [email protected] Wu Jianzhong, Shanghai Library, Shanghai, China. Email: [email protected] Stephen Parker (Portugal) (Editor, ex ofﬁ cio) Email: [email protected]

Publisher SAGE, Los Angeles, London, New Delhi, Singapore and Washington DC. Copyright © 2011 International Federation of Library Associations and Institutions. UK: Apart from fair dealing for the purposes of research or private study, or criticism or review, and only as permitted under the Copyright, Designs and Patents Acts 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the Publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency (www.cla.co.uk/). US: Authorization to photocopy journal material may be obtained directly from SAGE Publications or through a licence from the Copyright Clearance Center, Inc. (www.copyright.com/). Inquiries concerning reproduction outside those terms should be sent to the Publishers at the address below. Annual subscription (4 issues, 2011) Free to IFLA members. Non-members: full rate (includes electronic version) £223/$412. Prices include postage. Full rate subscriptions include the right for members of the subscribing institution to access the electronic content of the journal at no extra charge from SAGE. The content can be accessed online through a number of electronic journal intermediaries, who may charge for access. Free e-mail alerts of contents listings are also available. For full details visit the SAGE website: www.sagepublications.com Student discounts, single issue rates and advertising details are available from SAGE, 1 Oliver’s Yard, 55 City Road, London EC1Y 1SP, UK. Tel: +44 (0) 20 7324 8500; fax +44 (0) 20 7324 8600; e-mail: [email protected]; website: www. sagepublications.com. In North America from SAGE Publications, 2455 Teller Road, Thousand Oaks, CA 91359, USA. Periodicals postage paid at Rahway, NJ. Postmaster: Send address corrections to IFLA Journal, c/o Mercury Airfreight International Ltd, 365 Blair Road, Avenel, NJ 07001, USA. Please visit http://ifl.sagepub.com and click on More about this journal, then Abstracting/indexing, to view a full list of databases in which this journal is indexed. Printed in Great Britain on acid-free paper by CPI Antony Rowe, Chippenham, UK. IFLA Editorial

International Federation of Library Associations and Institutions 37(2) 107–108 On the road to San Juan? ª The Author(s) 2011 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211410776 ifl.sagepub.com Stephen Parker

The four papers in this issue cover a variety of topics university library in Hong Kong. Library Assistants and are complemented by a collection of short reports are core members of library staffs and often carry out and speeches from the IFLA Presidential Meeting an indispensable range of duties and services. The target held in The Hague on 14 and 15 April 2011. of the research was to explore, analyse and interpret The first paper, ‘Promoting a culture for reading in their learning issues and provide the administrators of a diverse world’ is by Ray Doiron of the University of the library with some useful recommendations on how Prince Edward Island, Canada and Marlene Asselin of to facilitate a more effective learning environment for the University of British Columbia, also in Canada. staff. The paper draws on the research linking literacy and In the next paper we turn to a different topic: libraries to provide a conceptual framework for library marketing. In ‘The mutations of marketing and promoting and encouraging children’s reading for libraries’, Wolfgang Ratzek of Stuttgart Media librarians working in diverse library settings around University in Germany stresses the importance of an the world. Current successful examples of reading integrated approach to library marketing that offers all promotion programs from around the world are shared the tools libraries need to present their unique selling to demonstrate how different libraries take the lead in propositions. The author notes that few libraries promoting literacy and building a culture for reading utilize marketing in the proper meaning of the word, in their communities. often confusing isolated public relations actions with With the second paper we move to Africa and the marketing. If they do engage in marketing they electronic world. ‘Electronic governance and hybrid generally prefer the classical marketing tools. This libraries in Namibia’, by Wilhelm Uutoni, Wilson conceptual paper emphasizes the different ways of Yule and Cathrine T. Nengomasha of the University doing marketing by combining theory and practice of Namibia, is based on a study on electronic govern- and illustrates applications of these concepts in ance and hybrid libraries in Africa commissioned by Germany and Scandinavia. IFLA and carried out by the Department of Informa- The Reports section of this issue presents a report on tion and Communication Studies in 2009. The study the IFLA Presidential Meeting 2011, held in The Hague included a survey of several southern African coun- on 14 and 15 April 2011 and a selection of speeches and tries and a case study of Namibia; this paper focuses short papers from the meeting. The conference, on the on the Namibian case study. The authors conclude theme ‘Libraries driving access to knowledge: Action that there is great potential for libraries to provide and for Europe’ was jointly organized by IFLA and the promote e-governance but this is faced with many Netherlands Library Forum (FOBID) in cooperation challenges, which include technological and human with leading European library organizations active in and financial resources. the area of copyright and open access. Important out- The third paper, a revised version of a paper comes of the meeting were the release of the IFLA presented at the World Library and Information Statement on Open Access and the Treaty on Copyright Congress held in Gothenburg, Sweden, in 2010, takes Exceptions and Limitations for Libraries and Archives us across the world to Hong Kong. In ‘Library (see the News section of this issue. –Ed.)Thisissue assistants as situated learners: How they can learn of IFLA Journal contains a summary of the proceed- more effectively’, Teresa To of the City University ings, the opening address by IFLA President Ellen Tise, of Hong Kong presents the results of research on how the keynote speech of Neelie Kroes, Vice-President of staff in the Library Assistants category learn in a the European Commission, Commissioner for the 108 IFLA Journal 37(2)

Digital Agenda, a FOBID report on the meeting. a issue a substantial paper on the library and informa- report on the Students Session, which immediately tion situation in that country, in keeping with our followed the main meeting, and a report by one of regular practice of featuring the host country for the the participating students, Shaked Spier of the Uni- Congress in the second issue of each year. Unfortu- versity of Berlin. Also included is a short report on nately, on this occasion, it has not been possible to the launching of ‘The Hague World Library Capi- obtain the promised paper from the Congress organi- tal’ by the IFLA President and a representative of zers in San Juan, so readers wishing to know more the Municipality of The Hague. about the library situation in Puerto Rico will have to This issue is the last to be published before this attend the Congress itself. year’s World Library and Information Congress in Meanwhile, for those readers who are going to take San Juan, Puerto Rico, and regular readers of IFLA the road to San Juan for this year’s Congress, we hope Journal will no doubt have expected to find in this you enjoy yourselves! IFLA Article

International Federation of Library Associations and Institutions 37(2) 109–117 Promoting a culture for reading ª The Author(s) 2011 Reprints and permission: in a diverse world sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211409847 ifl.sagepub.com

Ray Doiron University of Prince Edward Island, Canada

Marlene Asselin University of British Columbia, Canada

Abstract Drawing on the research linking literacy and libraries, this paper provides a conceptual framework for promoting and encouraging children’s reading for librarians working in diverse library settings around the world. Current successful examples of reading promotion programs from around the world are shared to demonstrate how different libraries take the lead in promoting literacy and building a culture for reading in their communities.

Keywords culture for reading, reading promotion, library reading services, reading in libraries

Introduction A selection of voices from around the A well-known African proverb teaches that ‘‘It takes a world village to raise a child.’’ This reminds us that Nassar, a young man from Iran, reflects on gaining everyone in a community plays an important role in access to books: the welfare and development of children. This proverb could also apply as we explore the complexity In Iran, especially during the Islamic Revolution, of developing children’s reading habits by suggesting there were bans on many books. We had to quietly ‘‘It takes a village to raise a reader.’’ This implies that exchange books with others who had access to them educators, parents, community leaders and librarians (like one of my friends) and hide them within our all play a vital role in the development of children homes. There were no libraries in schools and so I did not even have the opportunity to engage with such who not only can read, but who do read. Magara spaces. Institutions that were most helpful to my (2005) describes a reading culture as one where read- development as a reader and learner were public ing is highly valued and appreciated in the society and libraries. where reading is regarded not simply as something developed for school purposes but something prac- Anna, a mother from Malta, reflects on the influence ticed in all aspects of our lives. What then can be done of family members: to nurture this ‘culture for reading’ and how do various members of multicultural and multilingual When I was about 8 years old, my elder brother communities contribute to the development of positive organised a lending library for my sister, me, our reading habits? cousins, and children in our neighbourhood. It was To set some context and to provide some background for this discussion, we begin this paper with voices of readers from diverse cultures, and with examples of Corresponding author: innovative programs for supporting reading. These Ray Doiron, PhD, Professor, Faculty of Education, University of Prince Edward Island, 550 University Avenue, Charlottetown, voices and programs introduce key principles for design- Prince Edward Island, Canada, C1A 4P3. Phone: 1-902-566-1593. ing library programs that build a culture for reading in Fax: 1-902-566-0416 a multicultural, multilingual world. Email: [email protected] 110 IFLA Journal 37(2)

on the landing that led to the roof (roofs are flat in Ethiopia: local publishing for local libraries Malta). We used to go up to our library once a week Ethiopia Reads publishes high-quality, multilingual and borrow a book from there. My brother would give us a little card with a rubber stamp on it and books for children in English as well as several we would have to return it the next week. We were Ethiopian languages. Highlighting original texts and fined 1 pence if we did not return it on time! Both illustrations as well as traditional folk tales that derive my mother and father were avid readers and encour- from Ethiopia’s rich culture, these books allow Ethio- aged us on. I remember us visiting the public library pian children to see their lives and languages reflected once a week from a very young age. in the pages of books for the first time. The books are placed in the network of school and donkey libraries Gabriela, an early childhood educator, grew up across the country. See: http://www.ethiopiareads reading in Argentina: .org/programs/publishing. Throughout the countryside in Ethiopia, large signs I remember my mother’s voice reading to me during encourage reading and promote the importance of ‘‘the siesta time’’. I was still too young, but my parents literacy and staying in school, especially for girls. had already bought me many big books, with hard Code Ethiopia with the support of CODE Canada covers and with beautiful pictures. I particularly remember the water color pictures of my favorite one, a book has built over 65 reading rooms throughout the called Corazon. ...When I grew up and I was able to countryside. These reading rooms provide access to read by myself, I remember reading those same big books for students and community members and they books, even late at night, under the covers of my bed. distribute books donated by international book agencies and many that are produced by Code Ethiopia. Jessie, a senior adult from Scotland explores how reading changes/develops throughout our lives: Canada: modeling book reading in local languages I was an only child for whom reading was a wonder- Libraries in major urban areas of North America offer ful companionship. Stories fascinated me and I read children and their families story times in languages of everything I could find with no concern about the community. In Vancouver, Canada, for example, whether it was ‘‘suitable’’ so my vocabulary grew story times are regularly scheduled in Mandarin, and I came to love the musical sound of words. Now, Cantonese and Tagalog. (See http://www.vpl.ca/ my grandchildren and I read together. Their books cgi-bin/api/calendar.cgi?audience_idx¼9) are lovely: brightly illustrated and specially written for young people. For them, as for me, the public library is a rich resource. Switzerland: developing multilingual public library collections Innovative programs for supporting In Basel, one community-based public library has reading developed a comprehensive collection of books in over a dozen languages in order to meet the demands Uganda: tapping into local knowledge and language of the immigrant population moving into their city. A community library in Uganda uses these two strate- Community groups support the collection develop- gies to support a reading culture: ment, help select the books and eagerly borrow and share materials in the multilingual collection. 1. Ask children to get stories from adults at home. These insights from readers and innovative They come and relate the stories in the library. libraries show us that supporting a love of reading and They draw pictures to match the stories. The lifelong readers is highly valued and is most often stories are written out and simplified. Learning successful when community-driven. The challenges activities are developed to further improve children facing communities to reach their goals in creating a literacy skills. culture for reading vary depending on past successes, 2. Adult learners discuss topics of their interest and emerging influences, and political and social expecta- choose a secretary among them to keep a record. tions. In many developed countries, the influence of The notes are then simplified. Pictures relating to new digital technologies on traditional reading habits the discussion are taken with the community and (Rich, 2008) has caused librarians concern about matched with the final piece of work. Learning ‘‘the future of reading’’ (Peters, 2009). Challenges activities are developed for adults to take ideas to supporting reading that are most often cited are: further. A simple booklet has been produced 1) an increasing ‘‘resistance to reading’’ (Hartness, called ‘Farming in Kabubbu.’ 2006) as children move through the school years; Doiron and Asselin: Promoting a culture for reading in a diverse world 111

2) competition from multimedia and rich-text formats choices that match reader interests and their reading (Johnsson-Smaragdi and Jonsonn, 2006); and 3) the levels (Kanade and Chudamani, 2006). tension felt by educators to improve tests of reading While important in our understanding of how achievement, often sacrificing activities which pro- literacy develops, sociocultural perspectives of learning mote reading habits (Leppa¨nen, Aunola and Nurmi, and literacy are not typically part of the reading promo- 2005). tion literature. However, this perspective provides a At the same time, librarians in developing powerful lens for extending knowledge of reading pro- countries face more fundamental challenges as they motion at the individual level to include the broader struggle: a) to build collections of culturally appropri- community level. A sociocultural perspective posits ate literature through local publishing industries that all learning and literacy development occurs within (Sisuli, 2004); b) to build an adequate quantity of social and cultural contexts (Bakhtin, 1986; Rogoff, resources for lending and learning (Heale, 2003); and 1990; Vygotsky, 1978; Wertsch, 1998). Within this c) to find support for reading as a lifelong learning and larger frame, individuals engage in social interaction, leisure activity (Clark and Rumbold, 2006). and in that process, appropriate the values, beliefs, Drawing on the research linking literacy and patterns of behavior, and abilities practiced by the libraries (Doiron, 2007; Asselin, 2005; Australasian members of their cultural group. Thus, children, and Public Libraries and Information Services, 1995), indeed all community members to various degrees, we first provide a conceptual framework for promot- actively strive to become insiders with whom they live ing and encouraging children’s reading for librarians and interact with. Consequently, it is not surprising working in various library settings around the world. that in Uganda, as everywhere in the world, ‘‘children We then turn to successful examples of reading pro- from homes where parents were literate were more motion programs from several countries to illustrate likely to enjoy reading and to be encouraged to read than how different types of libraries can take the lead in in homes where parents were illiterate (Obua-otua, promoting literacy and building a culture for reading 1997). The community, on the other hand, supports or in their communities. scaffolds, apprentices into shared practices, values, and attitudes about literacy (Heath, 1983). In this way, the library, as a cultural institution, has a critical role to play Conceptual framework: cornerstones of in shaping attitudes towards and practices of reading. promoting reading and sociocultural For example, providing access to and choice of reading perspectives materials is not just about serving individuals but about There is a well-established literature that identifies the influencing community expectations and standards for major factors in promoting reading. While this litera- membership in a reading culture. ture tends to focus on individuals rather than communities, much can be scaled up from these principles. Sanders-ten Holte (1998) and Cruz (2003) suggest From theory to practice: examples of that to create a culture for reading within a given soci- library leadership from around the world ety, it is necessary to improve the reading environ- To illustrate these principles, we explore four ment in the home, the school and the community at different types of promotional activities from four the same time, while improving the image of reading different regions of the world in order to highlight so it is more than simply school-focused. Building effective applications of the principles arising from access to good quality, local literature is also seen the literature on reading promotion. Examples of these as a basic principle in establishing and nurturing read- activities include: 1) several reading room projects in ing interests and habits (UN Resolution 54/122, 2002, East Africa where community-based libraries work p.6). This includes books in local languages, award- with local villagers to promote reading (Ahimbisibwe winning books by regional authors/illustrators and and Parry, 2009; Asselin and Doiron, 2009); 2) online access to authentic texts that reflect local interests and innovations such as the social network WorldReaders needs. Coupled with this are expectations that readers where youth from different countries connect over the need to feel they have choice in their reading; when Internet to share and discuss reading interests (Doiron, readers feel they have that choice and are not made 2009; Abram, 2008); 3) a collection development to feel they must read prescribed school-based texts and library training program in Yunnan Province of only, then they are more likely to be motivated to con- China (Henri et al, 2009; Lui and Li, 2008); and 4) tinue reading (Baker, Dreher, and Gutrie, 2000; multicultural reading promotions in school and public Worthy, 1996). This gives parents, educators and libraries in North America (Bates and Webster, 2009; librarians a major responsibility to balance reading Bernadowski, 2008; Steiner, 2001). 112 IFLA Journal 37(2)

A community library in Uganda learning and adult literacy, intergenerational (submitted by Augustine Napagi – librarian) impact of poor literacy skills, and how teachers Kabubbu Community Library is located in rural can encourage parents into adult learning programs Uganda, 25 km north of Kampala, in the Wakiso to best support their child in school. district. Kabubbu village has an estimated 7000 people, Inviting parents to a performance by children mostly large families with eight or more children. based on the children’s ideas, story books, puppets With the literacy rate below 40%, literacy education made by children. Children write, draw and colour is a priority. The predominant economic activity is invitations which they then take to their parents. subsistence farming. At the performance invite interested parents to The library is a member of the newly formed, adult literacy class the following week for a specific vital Ugandan Library Association (http://www session. .ugcla.org/) and has some support from several western The library also works closely with the community organizations. institutions including partnering with the Kabubbu The library provides access to a rich variety of Health Centre to promote family health, hosting a resources. To become embedded in the fabric of the public event for all at the library with a health display, community, the library’s resources support and and organizing a performance by children showing extend important interests and needs in the commu- health food and disease control. Additionally, the nity. Resources include traditional types such as text- library re-writes popular articles from newspapers to books (over 600) and local and English language accord with the interests and the reading ability of the newspapers (The Monitor, The New Vision, Bukedde). library users. Responding to policies for literacy development, Recognizing the critical place of local literacy resources also include materials for adult and chil- materials production in reading, the library has a num- dren’s literacy programs, such as local and English ber of innovative initiatives, one of which is described language fiction and non-fiction. Video learning at the beginning of this paper. Other examples of this equipment is available to inspire community members way of promoting reading are: of all ages to explore a critical new literacy media. Educational board games bring youth and adults Creating a simple book, ‘Essanyu Ly’abato’, for together to acquire new knowledge and practice children and everyone who reads it writes another language and literacy skills. Finally, the unusual addi- simple story. Some children read the book by tions of demonstration gardens and sports facilities themselves and others will ask their friends to read respond to the need to improve agricultural practices it for them. and the intense desire to engage in sports. Reading Adult learners discuss topics of their interest and materials from the library’s collection are fully choose a secretary among them to keep a record. integrated into these active learning spaces. The notes are then simplified. Pictures relating Beyond providing resources, the library offers an to discussion are taken with the community and impressive range of programs and services for adults, matched with the final piece of work. Learning youth, and children that connect them in meaningful activities are developed for adults to take ideas ways to the collection to improve reading and further. A simple booklet has been produced and learning. For example, individual learning plans are it is called ‘Farming in Kabubbu.’ developed for the needs and interests of new learners and library users are challenged to read a book and write Access to the library resources is not restricted to a sentence about the most interesting thing they found in the actual library facility. A library book bike is used the book. Library events are planned to coordinate with in creative ways to reach those community members important community events (e.g., adult learners’ week who reside outside the village. Examples are: and community award celebrations). Programs for children are particularly extensive and include: A selection of library books is taken out on a bicycle to the trading post, health centre and Collaboration with primary schools to support homes. The books are lent out to families. The books students’ independent reading and research projects. are discussed and families are encouraged to read Literacy remedial classes for students in lower and discuss the books at home, then return them and primary grades. borrow another book. Hosting professional development days for Visit individual homes where learners have primary school staff on topics such as family agreed to meet to read and discuss books of their Doiron and Asselin: Promoting a culture for reading in a diverse world 113

interest. Show the group how to use the library to challenging users to do something new were all solve identified problem. roles that the facilitator played. Conduct home visits to carry out family mapping, Being Part of a Group. Many users reported how develop family mobile and problem trees and they really liked being part of a group of people connect these to utilization of library resources. drawn from different schools, communities and parts of the world. ‘‘We were all in it together’’ learning not only about new ideas about teaching, Online with young readers but learning how to use these new technologies The goal of the WorldReaders project is to harness the and ‘‘getting into the swing’’ of what our students intrinsic interest young people have in using online are doing outside of school. social networks and develop an engaging and moti- vating virtual environment for readers around the This project also provided teachers and school world to share and discuss their reading interests. librarians with a successful example of how we can An online social network called WorldReaders take the power of social networking and make it work (worldreaders.ning.com) and a supporting website for to achieve our traditional literacy/library goals. educators and librarians (www.WorldReaders.org) It combines images, music, video, and student input has been created, where young readers from around through interactive tools in a secure online environ- the world are able to join a virtual community of ment, allowing students to develop and share their young people with similar/diverse reading interests reading interests while also using the multimedia and to engage in a social networking initiative with environments of social networks. One of the main their peers and teachers. The research focuses on ideas that has emerged form the work with the identifying effective tools for encouraging participa- WorldReaders social network is that building commu- tion, factors which influence reading interests, the nity is difficult and it takes time. It requires leaders most popular reading choices made by participants, who work with the community members and who the reactions of participants to their involvement with respond to interests and local activities. One event, the network, and how the social networking phenomena one contest, one celebration or one promotional activ- influences and supports young readers. ity will not create a culture for reading; many people Over 100 people have joined the WorldReaders working together on a diverse set of activities is what social network (SN) and users have made major will move a community to become one where reading contributions not only to the content and resources is valued, resources for reading and readily available available at the SN, but to various discussions and and a community-based, community-wide approach forum interactions. Several early themes have emerged is encouraged. from the researchers’ observations, SN administrators and discussions with teacher and teacher-librarian Building a school library collection in Yunnan Province, participants. China (Submitted by James Henri – IASL) The Technology Learning Curve. Everyone who As a team of researchers, Henri, Warning, Shek and joined the SN needed some initial time to learn Leung (2009), developed a training program for how to navigate the site, learn what tools are primary and middle school librarians in rural China. available and how they work, and the site-based The program consisted of three full-day training ses- facilitator needed to plan time for adjusting to sions. Phase 1 focused on the role of school librarian using a SN. and librarian survival skills, including: creating a Videos Rule! Without a doubt, the videos posted welcoming library, rudimentary library organization, and/or linked to at the SN site proved to be the simple book repair etc. Phase 2 focused on reading most useful (and popular) resources. They were promotion and activities and an introduction to collec- reported as high interest resources, ‘‘fun’’ to tion development and book selection. Phase 3 focused watch, and very powerful tools to spark new on incorporating reading into curriculum and thinking and expanded discussions. addresses the link between reading and academic Key Role of the Site Facilitator. Close monitoring achievement and interaction with teachers. In many by the site facilitator was crucial in the success rural schools, there is no full-time librarian or even and level of activity at the sites. Lurking and a part-time librarian. Where they do exist, the part- observing, commenting (but just in the right time librarians often have to juggle multiple roles, amount), dropping in new resources at key points, including a heavy teaching load or alternative duties responding quickly to technical difficulties, and such as school cleaner or school cook. This creates 114 IFLA Journal 37(2) an impediment to the cultivation of reading habits School Library Month do not have to be expensive even when there are good collections and the librarian’s or on a large scale. Librarians were encouraged to spirit is willing. With no training, school librarians start ‘‘start small’’ and build on their successes. from a very low knowledge base. Fundamental to this program is the view that reading The researchers based their program on the premise activities are more likely to be successful when the that the school library can be a major agent for book collection is a good one, in terms of appeal to the encouraging young readers, especially in areas where readers. The reality in most of the libraries in this rural there are no public/community libraries and where province of China is that there is nothing approaching a most families cannot afford personal collections. collection development policy. Almost all of the col- The reading promotion aspects of this program involve lection has been selected and supplied by the govern- working directly in communities to identify meaningful ment and most schools have little or no budget for ways to encourage reading by young readers. independent book purchases. While many of the titles The first training session focused on demystifying may be worthy in terms of character development, libraries and library work, and opening up access to most are not attractive to young readers. They are the library. It specifically included: mostly concentrated textbooks with few or no illustrations pointing to a repeated issue for developing coun- exploring the role of the school librarian tries where reading is linked strongly to school work creating an image of a welcoming library and school success with little emphasis on reading for library cleanliness and housekeeping pleasure or building reading into daily life. rudimentary library organization This project did result in positive growths in librar- planning and introducing rudimentary reading ians’ understanding of their own roles as promoters activities and supporters of reading habits. Many learned that circulation of items – strategies to encourage their collections need to be balanced between curricu- borrowing lum needs and student reading interests. And they developing suitable lending policies recognized the importance of making the library a designing engaging displays friendly, inviting space and moving themselves away rudimentary book repair from a ‘‘guardian of the books’’ role. encouraging problem solving among librarians (Note: Key ideas from this article were synthesized discussion of model libraries. by Ray Doiron, May 2010)

The second session involved reinforcing the concept A public library reaching out to the community in of moving beyond incentive based reading, such as book reports and comprehension exercises, to address Western Canada enjoyable reading related activities that encourage free (Visit their website at http://www.spl.surrey.bc.ca/ voluntary reading. It specifically includes: default.htm) A quiet suburban library system in western Canada strategies to attract students to the library heralds some of the most creative programming for book reading – e.g. parents, teachers, students engaging and supporting reading in its community. storytelling techniques The community is home to richly diverse cultural, organizing literature circles ethnic, and linguist peoples representing a global organizing drama activities, including puppetry world in a microcosm. The library serves the commu- activities to encourage student authors nity through a central location and nine branches. organizing special library and book events, e.g. It’s never too early to get excited about reading International School Library Month and this library offers story time programs for the Introduction to collection development and book very young and their parents for babies, toddlers, selection/deselection. and pre-schoolers. Story times are designed to be developmentally appropriate for each group and focus The reading promotion component of the program on language and imagination through the active, drew on the trainer’s experiences and involved playful sharing of stories (e.g. puppets, felt boards, demonstrations by the trainer, using cheap props and role play). Snacks are also served to complete the props that the trainer or students had made. In another social pleasures of gathering around books. In addi- activity, the participants formed groups who then pre- tion, there are special times for families to take a break sented storytelling to the whole group. It was empha- from television and enjoy books together, and times for sized that activities such as celebrating International children to come in their pajamas for favorite bedtime Doiron and Asselin: Promoting a culture for reading in a diverse world 115 reading. Story times in Punjabi, Cantonese, and examined suggest successful programs are built Mandarin that also build children’s English through around meaningful and responsive community interactive activities show the deep respect for the partnerships, are responsive to readers’ interests and multiple languages of the community. Herpert the personal choices, and use diverse resources. Also Muppet (puppet) is a favorite character that children recognized was the value of sustained programs over get to know in the library and they can email Herpert time, rather than one-off ‘‘reading events’’ which (with help from parents) and tell him about their may help raise awareness, but which need to be part favorite stories and he will write back, thus stimulating of a comprehensive/collaborative strategy for children to talk about books with digital communication building a culture for reading. In many places in the tools. Similarly, the library in this multi-faith community world, access to, and choice of, traditional print supports reading by providing lists of recommended books are key resources to achieving a reading cul- books about the locally practiced religions. ture. However, successful reading programs must To help ensure that all children in the community also consider the impact of new technologies on lit- have access to these story time experiences if they can eracy which ‘‘has now come to mean a rapid and not come to the library, the library loans out story time continuous process of changes in the ways in and multilingual kits to day care and preschool which we read, write, view, listen, compose workers. Every summer, the library takes part in the and communicate information’’ (Coiro, Knobel, Summer Reading Club and the community’s Children’s Lankshear and Leu, 2008). These changes are taking Festival. In partnership with a local bank, the library place in different degrees throughout the world. also pairs up teen volunteers with young children in their Programs such as WorldReaders harness popular Reading Buddies program. digital literacy practices to encourage reading, and To draw teens into the library and reading, the teen building global communities based on shared values librarian organizes Wacky Wednesdays and Fab and preferences. It is this ability to navigate changes Fridays for board game and gaming nights. Books are and support communities of readers across diverse on display during these times and it is easy to check language and literacy landscape that will continue out ones that appeal. There are book clubs for elemen- to challenge contemporary library programs. We tary school children and teens by age group – ages would argue that the principles of reading promotion 6–9, 9–12 and teens. These clubs invite young people identified in this article and that underlie the pro- to ‘‘Come and talk about books, make new friends and grams we describe, can inform development of have a good time!’’ and ‘‘Read great books and come reading promotion programs in the changing ready for snacks, games and lively discussion!’’ literacy contexts within multi-lingual, multicultural The Library also sponsors teen video, writing and comic communities. contests where young people can draw on their favorite characters and themes and represent their own interpre- References tations through new and popular media. Finally, a new Abram, S. (2008). Promoting reading using this 2.0 stuff. Teen Culture Club creates a safe place where new immi- MultiMedia & Internet@Schools, 15: 5, 21–23. grants can practice English with the Teen Advisory Ahimbisibwe, D. and Parry, K. (2009) What happens if you Group. read a lot? Measuring the effects of a library reading For adults, the Library offers free one-on-one program. A paper presented at the 6th Pan-African computer training classes in a number of languages, Reading Conference, University of Dar es Salaam, career and resume-writing workshops, and genealogy Tanzania, August 5, 2009. programs to help beginners trace their ancestry. Seniors Asselin, M. (2005). Redefining the school libraries’ role in have access to a service that will deliver books to their literacy teaching and learning. In R. Doiron and home. Lastly, all groups from the very young to seniors M. Asselin (Eds.) Literacy, libraries and learning: Using have access to a wealth of online resources for informa- books and online resources to promote reading, writing tional needs and for their own pleasure reading. and research. Toronto, ON: Pembroke Publishers. 9–18. Asselin, R. and Doiron, R. (2009). Building a culture of reading in the libraries of Africa. 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About the authors Marlene Asselin, PhD, is Associate Professor, Faculty of Ray Doiron, PhD is Professor in the Faculty of Education Education, University of British Columbia, where she coor- at the University of Prince Edward Island (UPEI), Canada dinates the literacy and teacher librarianship programs. and currently serves as Director of the UPEI Centre for Bridging the literacy and library communities has been a Education Research. He teaches courses in early literacy central focus of her research and professional work. Within and school librarianship and his research interests include the Faculty’s teacher education program, she has estab- digital literacies, social networking and school libraries. lished The Information Literacy Project, where new teach- Ray is a Past President of the Canadian Association for ers learn to collaboratively plan information literacy School Libraries and now is co-chair of the International instruction with teacher librarians. Her research programs Development SIG for the International Association of have focused on literacy education, new literacies, informa- School Librarianship. He has presented widely at national tion literacy, and school librarianship. Recently, her work and international conferences on the links between literacy has expanded to E. Africa where she is working with and libraries, as well as the role of school libraries in the CODE Canada to improve literacy in rural Ethiopia lives of today’s young students. He has worked as an ele- through librarian training programs. She regularly presents mentary classroom teacher and as a teacher-librarian in a her work at local, national and international conferences; large elementary school. He currently works at the Univer- and publishes in professional and scholarly journals. Pro- sity of Prince Edward Island with graduate students in fessional service includes Past President of the Canadian school librarianship and with new teachers who want to Association for School Librarianship, Regional Director teach literacy. He has traveled extensively visiting libraries of the International Association of School Librarianship in several countries and currently works with an online (IASL), co-chair of the IASL International Development social network for young readers called WorldReaders: SIG, and author of Research Abstracts for IASL. She has Young readers reading the world. Contact: Faculty of Edu- also held leadership positions in the literacy community cation, University of Prince Edward Island, 550 University (International Reading Association). Contact: Faculty of Avenue, Charlottetown, Prince Edward Island, Canada Education, University of British Columbia, 2125 Main C1A 4P3. Phone 1-902-566-1593. Fax 1-902-566-0416. Mall, Vancouver, BC, Canada V6T 1Z4. Phone 1-604- Email: [email protected] 822-5733. Fax: 1-604-822-154. Email: marlene.asselin @ubc.ca IFLA Article

International Federation of Library Associations and Institutions 37(2) 118–125 Electronic governance and hybrid ª The Author(s) 2011 Reprints and permission: libraries in Namibia sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211409850 ifl.sagepub.com

Wilhelm Uutoni, Wilson Yule and Cathrine T. Nengomasha University of Namibia

Abstract A nation that is information empowered is capable of contributing to the democratic process. Governments are realizing more the importance of information and communication technologies (ICTs) as governing tools. Libraries have always been valued institutions within societies as trusted sources of information; and are becoming e-government access points relied on by both the patrons and government agencies (Jaeger and Fleischmann, 2007). They assist in finding information and some provide computer access and free Internet access. It is not surprising that with electronic governance (e-governance), libraries; in particular public libraries are expected to provide citizens with access and guidance in using e-government websites, forms and services. The paper is based on a study commissioned by International Federation of Library Associations and Institu- tions (IFLA) and carried out by the Department of Information and Communication Studies in 2009 on electronic governance and hybrid libraries in Africa. One of the study objectives was to investigate the existence and the role of hybrid libraries in e-governance in Africa. The study, which included a survey of several southern African countries and a case study of Namibia, employed the use of questionnaires for data collection. The paper focuses on the Namibian case study. The authors conclude that there is great potential for libraries to provide and promote e-governance but this is faced with many challenges, which include technological and human and financial resources.

Keywords electronic governance, e-governance, libraries, hybrid libraries, information society, Namibia

Introduction and minorities too often go unheard. It requires Electronic governance and information society are ‘inclusive participation’ in which all people take interrelated. The common element between the two part in the government of their country. To be is the use of information and communication technol- effective, they will need access to information, and ogies (ICTs) and the advantages associated with it modern technology can play an important role (Ngulube, 2007). The use of ICTs can contribute to (United Nations Development Programme, 2010). the improvement of government operations and In a global information society, there is need to service delivery. E-governance brings information democratize access to information using ICTs, pro- closer to the people and information required can be vide adequate and relevant local content to users and obtained almost immediately and this increases the equip them with requisite information literacy skills willingness of customers to proactively involve in to efficiently find their way in a maze of information government matters, beyond just being recipients of networks (Mutula, 2004a). The African Information services. The increase of the use of the Internet by citizens and its application towards political and community purposes is an indication of the growth of the Corresponding author: potential benefits of ICTs in participatory democracy Cathrine T. Nengomasha, PhD, Head, Department of Information around the world (Clift, 2004). and Communication Studies, University of Namibia, PO Box 13301, Windhoek, Namibia. Tel: office: þ264-61-2063641. Democratic governance requires the participation Fax: þ264-61-2063806. of the people, yet the voices of the poor, women Email: [email protected] Uutoni et al.: Electronic governance and hybrid libraries in Namibia 119

Society Initiative (AISI) launched in 1996 proposed Literature review that ‘‘Africa should build, by the year 2010, an E-government and e-governance in Namibia information society in which every man, woman, child, village, public and private sector office has The terms ‘e-government’ and ‘e-governance’ are secure access to information and knowledge through sometimes used interchangeably. E-government the use of computers and the communication refers to any government functions or processes that media’’ (Economic Commission for Africa, 2008). are carried out in digital form over the Internet. E-government is a phenomenon that is linked to the E-governance is the public sector’s use of information information society and the advantages associated and communication technologies with the aim of with it (Ngulube, 2007). Information plays a pivotal improving service delivery, encouraging citizens in role in e-government. This is why governments are the decision making process and making government looking at ways of distributing information to their accountable, transparent and effective (UNESCO, customers, i.e. citizens and businesses. 2010). Access to information is vital for transparency, The Namibian government, as with many other accountability, participation and rule of law – all governments, is using computer technologies to sup- hallmarks of democratic governance. It empowers port business activities. The benefits of conducting people to take an active part in political decision- business electronically have become clear and the making, including the free and open debate essential shift towards the electronic delivery of programmes to sustain pluralistic regimes. E-governance involves and services has been set. The E-Governance Policy public investment in information and communica- for the Public Service of Namibia of 2005 (Office of tion technologies (ICTs) to strengthen governance the Prime Minister, 2005) facilitates the provision of processes. Access to and use of ICTs can provide government services via ICTs. new and innovative communication channels that The move to e-governance faces a number of empower people and give voice to those who challenges. Technological, financial and political previously had none, while allowing them to interact hurdles must still be cleared before the potential of via networks and networking (United Nations e-governance can fully be realized (Kroukamp, Development Programme, 2010). Library staff can 2005; Ngulube, 2007). Ngulube (2007) notes that be ‘‘intermediaries, facilitators and enablers of the major ingredients of e-government are infrastruc- e-government content’’ (Dublin City Council, ture, human resources and information – all of which 2008). Libraries have always shared information are insufficient for the majority of people in resources through a variety of means but the Sub-Saharan Africa. Nengomasha’s study (2009) on Internet has provided opportunities to enhance this e-government in Namibia supports Kroukamp and sharing of resources. A number of digital library Ngulube’s view points, having established that lack developments have been witnessed which include of technological, financial and human resources, resources freely accessible on the Internet as well legislative infrastructure, leadership and strategic as electronic resources which libraries have sub- thinking were hindering Namibia’s e-government scribed to on behalf of their users (Pearce, Cathro implementation. and Boston, 2000). The technological infrastructure problems dis- A study on e-governance in Burkina Faso in 2005 cussed in this paper have significant implications for showed that ICTs can make it possible to carry out Namibia achieving AISI objectives and fully becom- participatory consultation processes with citizens ing an information society. and businesses regarding administrative and political decisions (Sore, 2005). Hesselmark and Miller (2002) Hybrid libraries carried out a survey on ICT in Namibia and concluded A hybrid library is a library collection consisting of that ‘‘there has been a shift towards a more developed materials in more than one format, often print, multi- information society’’ (p. 35). media and electronic resources. It is a continuum This paper presents and discusses the findings of between the conventional and the digital library, a study carried out by the Department of Information where electronic and paper-based information are and Communication Studies, University of Namibia used alongside each other (Rusbridge, 1998). The on e-government and hybrid libraries. It highlights term ‘hybrid library’ has also been used to refer to a e-government in Namibia’s context, focussing on fusion of traditional library services with those of the existence of hybrid libraries and their role electronic, digital or virtual libraries (Pearce, Cathro towards meeting AISI’s vision as well as promoting and Boston, 2000). To be effective, hybrid libraries e-governance. should provide an integrated approach to accessing 120 IFLA Journal 37(2) electronic and traditional information. Oppenhein and Table 1. Library collections. Smithson (2009) view it as a step towards the fully What does your library consist of? (Multiple responses) digital library and argue that the development of hybrid libraries depends more on cultural shift than Printed sources 11 on technological developments. Electronic sources 8 The management of hybrid libraries faces many Audio visual sources 9 challenges. Rusbridge (1998) outlines the challenges Other 1 associated with the management of hybrid libraries, Note: N ¼ 14. which are to encourage end-user resource discovery and information use in a variety of formats and from potential to create a new form of disadvantage, the a number of local and remote sources in an integrated ‘digital divide’ due to lack of Internet access, skills way. Carr (2006) argues that hybrid libraries have required to use services and lack of awareness of e- enabled the rebirth of librarianship as a profession government content’’ (Dublin City Council, 2000). with the emergence of a new cadre of librarians since the 1990s due to the dominance of the Internet. This new generation of librarians is using online tools in Methodology staying in touch with ‘‘what users want’’ and has used The Namibian case study employed qualitative and this as a matter of survival and a question of profes- quantitative research methods, which comprised sur- sional expertise and self-respect. veys and interviews. The study population consisted of government ministries, libraries and members of Potential of hybrid libraries in the transformation to the community in the capital city Windhoek. Sam- information societies and offering e-governance pling was purposive for the libraries, convenience for services in Africa the Ministries and random for the community members. Fourteen academic, public and special libraries The traditional role of libraries as information provi- in non-governmental organizations, five ministries ders and trainers on how to access information places and 240 community members took part in the study. them in a very significant position in e-governance Community members included males and females implementation. Berryman (2004, cited in Dublin City within the age group 15 and above, comprising Council, 2008) sees the emergence of e-government as students, employed, self-employed and the unem- an opportunity for public libraries to move beyond this ployed. These community members were randomly traditional role of information provision to providing selected from two shopping malls in Windhoek, four other services. ‘‘Libraries can assist by transforming bus-stops and the University of Namibia campus. The from being lenders of books to enablers of IT skills for educational levels of these randomly selected people the community’’ (Froud and Mackenzie, 2002 (cited in ranged between primary education, secondary educa- Dublin City Council, 2000, p. [16]). tion, tertiary education and no formal education. The creation of hybrid libraries is an essential part of Questionnaires were administered to the community the information society, a society that is highly depen- members and libraries; and the interviews were con- dent on scientific knowledge for decision making. ducted within the ministries. Digital libraries play a very crucial role in any research or higher learning institution (Kaduda et al., 2007). In their study of a medical research institution in rural Findings and discussion Kenya, they noted the importance of moving from a paper based library system which is inefficient at its Existence of hybrid libraries best,toanintegratedsystemincorporatingbothelec- To identify how many of the libraries were hybrid tronic and traditional paper materials, to enable easier libraries, an open ended question, ‘‘What does your and more comprehensive research. library collection consist of?’’ was asked. As indi- Libraries in Sub-Saharan Africa, like their counter- cated in Table 1, most of the collections consisted parts in the rest of the world, are continuing to expe- of printed resources (11) followed by audio visual rience a period of rapid change as they prepare to resources, and least were electronic resources. Other participate in the global information society (Mutula, resources cited were reprints and newspaper cuttings. 2004b). In this endeavour, libraries face various chal- Eight (57 percent) of the 14 libraries have electronic lenges of economic, technological, content and infor- resources. The study therefore established that hybrid mation literacy nature. Mutula (2004b) confirms the libraries exist in Namibia. The library collections con- concerns voiced by other authors who see ‘‘ICT’s form to the definition of a hybrid library (Table 1). Uutoni et al.: Electronic governance and hybrid libraries in Namibia 121

The librarians were asked what type of catalogues Table 2. Users of the Internet from the librarian’s they had. Fifty-seven percent said that their libraries perspective. had OPAC. Other libraries (36 percent) still use man- Who are the most users of the Internet? (Multiple ual card catalogues, while 7 percent did not respond to responses) the question. One respondent said, ‘‘manual card cat- alogue but the community library service is planning Students 9 to move to the OPAC system once all of our libraries Academics 2 are equipped with computer facilities’’. The existence Government employees 4 of OPAC in 57 percent of the libraries indicates that Community members 5 Namibia’s libraries are not just hybrid libraries by vir- Unemployed 5 tue of their collections but by the bringing together of Other 0 technologies creating an environment where ‘‘appro- Note: N ¼ 14. priate range of heterogeneous information services are presented to the users in a consistent and inte- Table 3. Use of the Internet from the librarian’s grated way via a single interface’’ (Pearce, Cathro and perspective. Boston, 2000, p.3) The librarians were also asked an open ended ques- What do the users use the Internet for? (Multiple responses) tion as to whether their libraries were equipped with computer facilities for users. Where the answers were Research 11 affirmative, a follow-up question was asked to find Seeking for jobs 3 out if the computers were connected to the Internet. Leisure 4 Most libraries (85 percent) were equipped with com- Other 1 puters and Internet connections. One respondent said, Note: N ¼ 14. ‘‘Yes, at present only 11 community libraries out of 60 are equipped with computer facilities and hope- the country into an information society. However fully by 2013 through Education Training and the responses also indicate a lack of awareness of the Improvement Sector Program (ETSIP) that is an ini- e-government services available. According to the tiative of Ministry of Education, all the libraries will Dublin City Council (2008) ‘‘stakeholder interviewees have computer facilities’’. Libraries are expected to endorsed the value of public libraries in delivering play a key role in promotion of e-governance through e-government through access and support and by access to Internet provision. As the Dublin City Coun- building public awareness of services’’ (p. [24]). cil (2000) research found, ‘‘public library’s network enables e-government access through libraries’’. Library user orientation The researchers wanted to find out if the libraries offered user education programmes enabling the users The Internet access in libraries to fully utilize the services provided. Seven libraries In response to the question of who uses Internet in the said they had an orientation programme, five said they libraries, the librarians’ responses as indicated in did not and two did not respond. Table 2 below include: students, community mem- Those that had an orientation programme were bers, the unemployed, academics, government asked a follow-up question on what was included in the employees, visiting scholars and researchers. programme. All offered computer literacy, lessons in The librarians were asked how reliable Internet searching online catalogues, electronic resources and access was in the library. Most of the respondents Internet search. Other library orientation programs (80 percent) said that access to the Internet through included end note bibliographic training, information the library computers was reliable, 10 percent saying literacy skills and general regulations of the library. that access was very reliable and the remaining 10 The majority of libraries have indeed transformed into percent saying that access was not reliable. ‘‘enablers of IT skills for the community’’ (Froud and When asked what the users use the Internet for, the MacKenzie, 2002, cited in Dublin City Council, 2008). librarians indicated the following uses as indicated in Table 3 below: research purposes, job seeking, leisure and other uses, which include searching for tertiary Hybrid libraries and e-governance institutions, scholarships and assignments. The importance of promoting libraries as sustainable These user statistics confirm the role of libraries in entities in the delivery of e-government services has narrowing the digital divide and transformation of been identified by other e-government initiatives 122 IFLA Journal 37(2)

(Stackhouse,citedinDublinCityCouncil,2008). E-governance in Namibia Libraries in the Namibian case study responded that The respondents were asked to give their opinion on they supported e-governance initiatives in one form or what they thought e-governance was. The question was other. Libraries supported e-governance initiatives asked to establish whether government officials and mainly through providing government online docu- librarians understood the concept of e-governance. ments and enabling library users to download govern- Most of the respondents viewed e-governance as ment application forms to apply for government access to government information via the Internet, gov- vacancies. Other responses were that people would like ernment interaction with citizens online, or access to community libraries to support all the above-mentioned government websites. Other views were ‘‘managing initiatives once the libraries are computerized and con- change of government processes’’ and government nected to the Internet. Respondents also stated that they attempting to control citizens’ access via the Internet. would like to have access to ministry websites. The follow-up question, ‘‘what are the current The librarians were given a list of e-governance e-government initiatives available in your country?’’ initiatives and asked to state whether their library was asked. The current government initiatives avail- supported any of those initiatives. E-governance able were: access to government publications online initiatives supported by libraries were: 15 percent (e.g. policies); online examination screening for government policies online, 23 percent government grades 10 and 12; electronic documents; records man- projects online, 46 percent access to government pub- agement system for the public service; and integrated lications, 8 percent access to government vacancies financial management system. online and 8 percent other government information. Most government departments were planning to When the librarians were asked to give their opin- promote the use of ICTs. Other respondents were una- ion about how libraries could support e-governance, ware of pending initiatives. Below is a list of long they responded: term initiatives:

by working closely with government ministries ‘‘Currently government is promoting the con- teaching users and promote the use of ICT struction of websites for every government minis- sourcing more ICT resources try and the provision of relevant content on these publicize on library websites websites’’. adequate funding by government and major rele- ‘‘Connecting regional offices to MOE-HQ vant institutions (Ministry of Education Headquarters), providing intense training by all educational institutions Internet facilities and connecting schools to Inter- from primary to universities, including library net, and provide them with PCs and training’’. schools, whose products should be ambassadors ‘‘On-line applications for passport. For example, of e-governance in libraries if a person resides in a different region from the incorporating information technology literacy Khomas region (Windhoek location) and applies programs in institutions of higher learning for a passport, your information can be accessed by linking up their websites to government in Windhoek’’. websites to enable users to access government ‘‘Automating the national population registration websites through the links online, tax returns, and import export permits’’. providing speedy access to the internet through ‘‘The government is planning to introduce an the acquisition of more bandwidth electronic voting system’’. conducive environment is created for the provision of e-governance information services they can contribute by providing free Internet Government and the promotion of ICTs usage to community members. The government is promoting the use of ICTs in the country by using a combination of the following stra- Critical to enabling what the librarians proposed is tegies: distributing computers to schools and libraries; trained staff to ‘‘support public use of e-government and training government officials and teachers in the ...quality Internet services ...competitively broad- use of ICTs. band access in rural areas ...’’ (Dublin City Council, The Namibian government has an official website 2008, [16]). The librarians’ responses confirm that which is presented in English but not regularly updated. Namibia’s libraries face some of the challenges ham- The information on the website mainly includes govern- pering e-government implementation highlighted in ment development projects and policy, government this paper. development projects only, government policy and Uutoni et al.: Electronic governance and hybrid libraries in Namibia 123 vacancies, government gazettes, ministry-specific much awareness by some members of the community. information, announcements of seminars, workshops, Below is a list of responses given: research, publications, news and statistics. On the issue of accessibility, the website is accessed don’t know often by government employees, students, academics, information on government electronic status the unemployed, employed and business people. The education such as grade 12 results government website is accessible from public Internet job advertisement and application forms, identity kiosks, libraries and multi-purpose youth centres. documents, tenders, annual reports The setbacks associated with accessing e- health care government services were cited as: services offered by government electronically over the Internet inadequate content on the Internet maybe voting online sometimes websites are under construction computer which includes Internet, fax and printer the content is not regularly updated website hosting, identification of IT projects, IT proj- most of the websites are poorly constructed with ects design, quality control, specialized user training, very few links to other government resources hardware software specification, programming poor Internet connection online application of e.g. identity documents and language barrier for many citizens – English is a distribution of annual reports hurdle. Ministry of Fisheries regulations and laws on the Internet electronic banking Community members registration with the Ministry of Home Affairs when applying for national documents The community members were asked an open ended computer classes. question on what they thought e-governance was. This question was asked to establish the community’s Nengomasha (2009), in a study on electronic knowledge and understanding of electronic govern- records management in the context of e-government ance. The responses indicated a lack of awareness and in the Namibian public service, established that Nami- understanding by some sectors of the community of bia is still at the initial phase of her e-government what e-governance is. Some of the responses given implementation strategy. This phase is about the gov- by community members on e-governance include: ernment being present on the web, providing the public and businesses with relevant information in order to it is more beneficial for those with access to computer, Internets and other electronic equipment promote transparency and democracy. When asked if they knew of the existence of a it is a good thing because you do not have to queue up for information such as paying bills government website, 66 percent said yes, 34 percent the use of Internet in helping to govern and run the said no. To those that responded yes, a follow-up country with interactive participation from the public question was asked to find out if they knew what kind it is the first time to hear of it of information was available on the site. The government’s efforts to communicate their responses show that content was limited to govern- purpose and ideas through the Internet ment circulars, laws, policies, constitution, and Minis- e-governance is electronic resources that libraries tries’ vision and mission statements. offer the users Ngulube (2007) argues that ‘‘a fully functional also improves government’s distribution of its own e-government website should have an e-participation internal operations to enhance service delivery and framework which provides e-information on policies democratic participation through the Internet and programmes, budgets, laws and regulations, government services online e-constitution mechanisms and tools, and e-decision it is the way people manage affairs of public and making’’. The responses therefore seem to suggest private electronically that the websites are still far from meeting these emails and government administration done via requirements. computers. When asked if they used libraries, 66 percent said yes and 34 percent said no. The question was asked The respondents were further asked an open ended to establish if community members made use of question to establish what e-governance services they e-government services at libraries. To those that were aware of. Again the responses demonstrated not responded yes, a follow-up question was asked to find 124 IFLA Journal 37(2) out what they used the library for. The responses the public on the importance and concept of revealed that libraries were mostly used for research e-government information in Namibia. and study purposes, with some using them for leisure. The study established that a large proportion of The responses support the survey findings of the the Namibian community have no idea of the con- United Nations (2008) that e-government can contrib- cept of e-governance and thus are not aware of the ute significantly to learners and improve research cap- electronic services offered by the government, abilities as well as the conclusions reached by Kaduda therefore the government needs to market the et al. (2007) that digital libraries play a very crucial electronic services that they render to the public. role in any research or higher learning institution. Government libraries should be encouraged to The respondents were given a list of libraries and establish information portals on their websites for asked if they could access government services from e-government information by working closely those libraries. Some community members (25 percent) with their ministries. accessed all the types of libraries (academic, public There is a need for the acquisition of more band- and national), while others accessed only an width to enable speedy access to the Internet academic library (25 percent), a public community within libraries and other Internet access points. library (16 percent), the national library (17 percent) There is a need for adequate funding for ICT and other libraries (18 percent). Other libraries specified infrastructure development. were ‘‘special library’’ and ‘‘ministerial library’’. The responses above confirm the assertion by Conclusion Berryman (2004; cited in Dublin City Council, Hybrid libraries play a crucial role in promoting 2008) that libraries are significantly positioned in e-governance as gateways for the dissemination of e-governance implementation. information. Information should be viewed as an enabler of the existence of e-governance and not as a Recommendations threat. In a situation where people are not informed and Existence of hybrid libraries do not have the skills to use ICTs, it would be useless to have electronic governance put in place. Information is A number of information sources are still in print format and this makes them not usable to people the hub that holds the wheel together and libraries are who do not visit libraries. Libraries should initiate useful sources of information in the advancement of digitization projects to ensure that information Africa into an information society. Libraries are also becomes more accessible to a wider audience. important tools to bridge the digital divide between the haves and have-nots. As Namibia strives to move Eighty-five percent of libraries are equipped with computer facilities and there is a need to expe- towards an information society, the study has revealed dite the library computerization project through the that a number of challenges exist which include issues ETSIP programme so that the majority of library of bandwidth, infrastructure development, lack of ICT users in Namibia have full access to the Internet. skills, and inadequate funding towards e-governance initiatives. This study has also revealed that a society Users of hybrid libraries and library user orientation with access to information is more empowered and can From the statistics provided, the majority of users develop into an efficient information society. use the Internet for research purposes, therefore libraries should start a programme to assist users References to search for e-government information which can Berryman, J. (2004) E-government: issues and implications assist them to participate in democratic processes. for public libraries. Australian Library Journal. Libraries need to intensify their orientation Retrieved 12 April 2011 from http://www.bclibraries. ca/ptplc/files/Berryman_Egovt.pdf programmes by offering computer literacy pro- Carr, R. (2006) What users want: an academic ‘hybrid’ grammes on how to search online catalogues, library perspective. Ariadne, February 2006. Retrieved electronic resources and Internet search engines. September 15, 2010 from http://www.ariadne.ac.uk/ issue46/carr/ Hybrid libraries and e-governance Clift, S. (2004) E-government and democracy: Representa- tion and citizen engagement in the information age. Libraries need to introduce e-governance services Retrieved September 5, 2010 from http://www.publicus. in their respective libraries by ensuring that more net/articles/cliftegovdemocracy.pdf government information is available online. Dublin City Council. (2008) The value of public libraries in There is a need to create awareness among library the delivery of e-government services. Retrieved August and information personnel as well as members of 27, 2010 from http://www.librarycouncil.ie/policies/ Uutoni et al.: Electronic governance and hybrid libraries in Namibia 125

documents/The %20Value %20of %20 Public Rusbridge, C. (1998) Realising the hybrid library. D-Lib %20Libraries %20in %20 %20 Delivery %20of %20E- Magazine, October. Retrieved September 14, 2010 from Gov %20Services.pdf http://www.dlib.org/dlib/october98/10pinfield.html Economic Commission for Africa. (2008) The Africa Infor- Sore, R. (2005) Can ICT improve public service delivery in mation Society Initiative AISI): A decade’s perspective. Burkina Faso? IConnect Online, Dec 2005. Retrieved Addis Ababa: ECA. Retrieved September 5, 20101 from September 14, 2010 from http://docs.google.com/viewer? http://www.uneca.org/aisi/docs/aisi percent2B10.pdf. a¼v&q¼cache:wq9e-EyXOtkJ:www.i4donline.net/dec05/ Froud, R. and Mackenzie, C. (2002) E-government and knowledge.pdf public libraries: furthering local and national agendas. United Nations. (2008) United Nations e-government sur- Gutersloh: Bertelsmann Foundation. vey 2008: from e-government to connected governance. Hesselmark, O. and Miller, J. (2002) A country ICT New York: United Nations. survey for Namibia. Sweden: SIDA. Retrieved United Nations Development Programme. (2010) Access September 23, 2005, from http://www.sida.se/shared/ to information and e-governance. Retrieved September jsp/download.jsp?f¼ICTNamibia.pdf&aþ2708 14, 2010 from http://www.undp.org/governance/ Jaeger, P. and Fleischmann, K. R. (2007) Public focus_access_information.html libraries, values, trust and e-government. Retrieved UNESCO. (2010) E-governance. Retrieved September 14, August 27, 2010 from http://www.accessmylibrary 2010 from http://portal.unesco.org/ci/en/ev.php-URL_ .com/article_ 1G1-174971633/public-libraries-values- ID¼3038&URL_DO¼DO_TOPIC&URL_SECTION¼ trust.html 201.html Kaduda, J., Olola, C.H.O., Oluoch, T.O. and Mwazi, D.M. (2007) A digital library in a rural malaria research center About the authors in Africa: the Kenyan experience. In Mcharazo, A. and Wilhelm E. Uutoni is a staff development fellow/tutor in Koopman, S., eds. (2007) Librarianship as a bridge to an information and knowledge society in Africa. IFLA the Department of Information and Communication Stud- Publications, 124. Munchen: K.G. Saur. ies at the University of Namibia. He holds a Bachelor Kroukamp, H.J. (2005) E-governance in developing Degree of Arts in Library Science and Records Manage- countries: The South African experience. In Building ment and he is currently studying toward the master’s e-governance: challenges and opportunities for democ- degree in Library and Information Sciences: Digital racy, administration and law. Seoul, Korea: Interna- Libraries and Information Services at the University of tional Institute of Administrative Sciences: 187–202. Bora˚s in Sweden. His research interests are digital libraries, Mutula, S.M. (2004a) Making Botswana an information library collection management and e-government. Contact: society: current developments. The Electronic Library. PO Box 13301, Windhoek, Namibia. Tel: office: þ264- 61- 24(2) 144–153. 206- 3844. Cell: þ264 81 296891. Fax: þ264-61-2063806. Mutula, S.M. (2004b) IT diffusion in Sub-Saharan Africa: Email: [email protected] Implications for developing and managing digital libraries. New Library World, 105(1202/1203), 281–289. Nengomasha, C.T. (2009) A study of electronic records Wilson Yule is a lecturer in the Department of Information management in the Namibian public service in the and Communication Studies at the University of Namibia context of e-government. PhD dissertation. Windhoek: and has worked in various libraries and information centres University of Namibia. in Zimbabwe and Namibia. His research interests are in Ngulube, P. (2007) The nature and accessibility of information management, indigenous knowledge and infor- e-government in Sub Saharan Africa. International mation retrieval systems. He can be contacted at PO Box Review of Information Ethics, 7. Retrieved September 13301, Windhoek, Namibia. Tel: office: þ264-61- 5, 2010 from http://www.i-r-i-e.net/inhalt/007/16-ngulube. 2063683. Fax: þ264-61-2063806. Email: [email protected] pdf Office of the Prime Minister. (2005) The e-governance Cathrine T. Nengomasha PhD is a Senior Lecturer and policy for the public service of Namibia. Windhoek, Head of the Department of Information and Communication Namibia: Office of the Prime Minister. Studies at the University of Namibia. She has worked in Oppenhein, C. and Smithson, D. (2009) The hybrid libraries and archival institutions in Zimbabwe and libraries. Journal of Information Science, (25)2, Botswana. She has collaborated with a number of organisa- 97–112. Retrieved September 14, 2010 from http://jis. sagepub.com/content/25/2/97.abstract tions in revamping their records management systems. Her Pearce, J., Cathro, W. and Boston, T. (2000) The challenges research interests are records management, knowledge of integrated access: the hybrid library system of management and e-government. Contact: Department of the future. Paper presented at the 10th VALA Biennial Information and Communication Studies, University of Conference and Exhibition, Melbourne, Victoria, Namibia, PO Box 13301, Windhoek, Namibia. Tel: office: 16–18 February, 2000. Retrieved August 27, 2010 from þ264-61-2063641. Fax: þ264-61-2063806. Email: http://www.nla.gov.au/nla/staffpaper/jpiercei.html [email protected] IFLA Article

International Federation of Library Associations and Institutions 37(2) 126–138 Library assistants as situated learners: ª The Author(s) 2011 Reprints and permission: How they can learn more effectively sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211409853 ifl.sagepub.com

Teresa To City University of Hong Kong

Abstract Many libraries are working hard to facilitate user learning, but in fact, staff learning is even more important. It is the staff members who implement plans and services, and it is their adaptability to the growing world that will directly affect the success and effectiveness of library functions. The staff are therefore expected to upgrade their knowledge and skills continuously in order to contribute and enhance the library’s roles and services in meeting the increasing user needs. This paper presents a research on Library Assistants (LA) as situated learners and how they learn in a university library in Hong Kong. LAs are core members of libraries and they often carry out a whole spectrum of duties and services that are indispensable. The most crucial target of this research is to explore, analyse and interpret the learning issue of the LAs and provide the administrators of the Library with some useful recommendations on how to facilitate a more effective learning environment for staff.

Keywords university library staff, staff learning, library assistants, Hong Kong

Nature of problems to be investigated need to upgrade their knowledge and learn technical Adaptation to continuously and rapidly changing skills but also develop new conceptions to cope with information world is the main challenge that the univer- changes. sity libraries in Hong Kong are now facing. Libraries There have been many attempts in previous years have been largely affected by advanced technology, to study the LAs. Nevertheless, most of the studies changing societal expectations and the demand for were done from a library management perspective better service quality. In order to be able to respond to conducted by librarians or information professionals, environmental changes and user demands, library staff usually looking for better ways in managing the membersneedtofurtherequipthemselvessothatthey performance of this group of allied staff. Other studies are able to offer necessary help to users. Libraries also focused on the aspect of human resources develop- need to re-think how their internal structure can be more ment, such as recruitment, staff appraisal as well as effective and how they can build up a team of staff who staff training and development (Jordan and Lloyd can be more adaptable to the new circumstances. 2002; Reiner, Smith and Ward 2003; Blagden Library Assistants (LAs) are core members of 2006). The research reported here is taking a different libraries. Although they are not the professionals in perspective. It is an interpretive case study research the field, they usually represent the majority in the which took place in a university library in Hong staffing structure. They play an important role in sup- Kong. The broader aim is to draw upon educational porting administrators and professionals by carrying out a whole spectrum of library functions. They are the front line group by whom users are served and Corresponding author: from whom users get the impression and image of the Dr Teresa To, Unit Coordinator, Access Services and Public Relations Support Unit, Rm. G3720, Run Run Shaw Library, City library services. To be able to perform such an impor- University of Hong Kong, Tat Chee Avenue, Kowloon Tong, tant role and be able to compete and survive in the Hong Kong. Tel: þ852 3442 6206. Fax: þ852 3442 0260. changing environment of libraries, LAs do not only Email: [email protected] To: Library assistants as situated learners 127 studies that investigate the nature of learning and how different years of service, employment terms and types learners learn from the social and cultural point of of services they are involved in. The library might also view. be able to review the working culture and how to pro- Adopting the framework of ‘Situated Learning’ and vide a community of practice for staff to develop. ‘Adult Learning’, the research specifically aims to study the LAs as learners and to understand the characteristics of their learning and development in the work- Research method place. It attempts to find out how these LAs learn and Selection of participants how they can learn more effectively. It is also hoping that by identifying the socio-cultural barriers to learn- Among the LAs in the library, there is a combination ing, the library managers can have a better understand- of experienced and relatively inexperienced staff ing of how the LAs can be motivated and facilitated to members. They are distinguished as ‘Old-timers’, learn more successfully. Recommendations are drawn who have been with the library for at least 20 years from the study for the library to provide the LAs with and have been employed under the regular superannu- a more facilitating learning environment. Due to lim- ated term. ‘Newcomers’ are those who have been ited space, this paper will focus mainly on reporting the with the library for five years or less. Most of interpretation of the findings as well as the implications them have been employed in a fixed term contract. and recommendations. They do not enjoy the same job security and fringe benefits such as number of annual leave days and allowances as the ‘old-timers’. Due to the different The context of the case remuneration employment package, the ‘old-timers’ Library jobs in Hong Kong are occupying a relatively and ‘newcomers’ may have different perceptions of small market. The recent downturn of the economy learning needs, motivation, status and identity, learn- causes different degrees of budget cuts in libraries and ing preferences, and perceived barriers and facilita- results in fewer job opportunities. Fewer staff tors to learning. recruited or retained means a heavier workload for the A briefing session was first conducted to invite all existing staff. For the LAs, the new user requirements LAs of the library to participate in the research. Based and expectations posts a much higher demand on their on the years of service and work areas on the data qualifications, working abilities as well as responsi- sheet completed by staff, those who were willing to bilities. Although some of the ‘newcomers’, who have join were divided into four segregated groups – been recruited under a more competitive job market in Public Services ‘Old-timers’ (PSO); Public Services recent years, may possess higher qualifications and ‘Newcomers’ (PSN); Technical Services ‘Old-timers’ better computer skills, there are a lot more of the (TSO) and Technical Services ‘Newcomers’ (TSN). ‘old-timers’ remaining in the field. As the educational As there are not enough newcomers, only three can level of the ‘old-timers’ is relatively low1 and becom- be identified from both services. To have an equal ing inadequate to survive and compete in the new number of newcomers and old-timers, a total of information era, it is thus necessary for them to be 12 LAs were invited to participate in the intensive re-trained and their skills to be upgraded. individual interview sessions. In the library under study, there is a total of 208 full time staff of which 118 are LAs or equivalent2. Some department heads think that the ‘newcomers’ are in Intensive interview general outperforming the ‘old-timers’. It is also com- An unstructured interview approach was adopted with monly believed that the ‘newcomers’ are more moti- 8 topics pre-set for the interview questions to be based vated to learn. Years of services and employment on: terms could be the factors that affect staff learning. However, no one has systematically identified the simi- 1. perceptions of learning needs larities and differences between the two groups espe- 2. effective modes of learning preferred cially in their learning. A research is therefore needed 3. identity and status perceived to help the library understand the characteristics of LAs 4. motivations to learn and their learning needs and to discover their preferred 5. opportunities and practice of interaction and modes of learning. With the comparison between participation in the working environment ‘old-timers’ and ‘newcomers’ presented, the library 6. current staff learning opportunities and frequency will be able to have a better knowledge of the similari- 7. perceptions of barriers to learning ties and differences of learning needs among staff of 8. perceptions of facilitators to learning. 128 IFLA Journal 37(2)

To explore each topic, a series of questions were knowledge and skills they thought LAs should asked to probe for more specific information. With the acquire, the ‘Instrumental Learners’ suggested some participants’ consent, all interviews were audio taped. very basic and general skills such as keyboard skills and Chinese character input method. This was under- Data collection and coding standable as they were the group who did not see much need to learn. Since they were not interested The information obtained from the tape recordings in learning, it was natural that they believed basic were transcribed and coded. The answers were first skills were adequate for their jobs. This group also listed by topics and then reorganized so that similar assumed their own experience and common sense viewpoints towards the same question were put were enough for their job. together. The responses were finally grouped into Most Compliant Learners referred to learning largely themes for analysis. as work related. They therefore focused more on the practical library-oriented skills such as customer ser- Unit of analysis vices, how to handle complaints, cataloguing, classifi- Situated Learning models have particular concerns cation, and so on. Some other ‘Compliant Learners’ centering on four issues. They are: Personal – Identity would learn skills they were interested in and which and Motivation; Social – Interaction and Participa- were useful to either their current job or future job tion; Practical – Community of Practice; Cultural – opportunities. Cognitive apprenticeship. These issues are also the For the ‘Proactive Learners’ who saw learning as a concern of Adult Learning Theory and studies on long-term ongoing process, knowledge and skills learning environment in general and they were there- were not limited to their job environment. They had fore developed to be the categories and themes for the suggested that they wanted to learn higher level analysis. knowledge and skills such as secretarial, managerial, referencing and researching skills. One important point raised by this type of participant was that they Interpretation of findings thought LAs needed to be multi-skilled and they pre- Typology of learners ferred a workplace that could offer a larger variety of tasks. Some of them had experience in working in the Accordingtothedifferentperspectives and motivation branch libraries and pointed out that because the team of learning, three types of learners have been identified, of staff of a branch library was usually smaller than namely the ‘Instrumental Learners’ who are interested that of the main library, each staff member needed more in the tangible rewards that come with learning, the to handle a larger range of tasks. This was in fact ‘Compliant Learners’ who learn whatever is required in beneficial to staff learning, not only in terms of the order to perform their duties and the ‘Proactive variety of skills learned but also job interest and job Learners’ who are attracted to lifelong learning. The satisfaction. research findings did show that all the ‘Instrumental Learners’ are the ‘old-timers’. Nevertheless, although more ‘old-timers’ are ‘instrumental’ and ‘compliant’ Effective learning modes learners; and more ‘newcomers’ are ‘proactive’ learners, When the LAs were asked what they thought about there are indeed mavericks. In the category of ‘Compli- the learning activities in the current workplace, their ant Learners’, there are three ‘newcomers’ and one ‘old- responses were quite similar. They were generally sat- timer’. In the category of ‘Proactive Learners’, there are isfied with the frequency of the staff development three newcomers and two ‘old-timers’. In other words, programs organized either by in-house professionals some ‘newcomers’ stood out as being ‘compliant’ while or by the central Personnel Office of the University. some ‘old-timers’ stood out as being ‘proactive’. These activities usually included instructional courses This demonstrates that the typology is not stereotypical. and workshops. However, most of them admitted that That is, not all old-timers are ‘Instrumental Learners’ if there was no difference between learning and not and not all newcomers are ‘Proactive Learners’ as many learning, it would be difficult to expect staff to learn library managers would have expected. persistently. Therefore, they needed to be offered favourable learning environments where they were Perception of learning needs encouraged to learn and that they knew there would From the data analysed, it was found that the percep- be some consequences if they did not learn. tion of learning needs was in fact directly related to It was also revealed from the interviews that to the the types of learning styles. When asked about what LAs, the applicability of the content was an important To: Library assistants as situated learners 129 criterion when a learning activity was evaluated. library-related knowledge and skills to handle their Although there were workshops and other more responsibilities, but they also wanted to learn more activity-based training programmes, not all the con- general and broader skills for future use. This was tents of the courses were relevant to the staff’s partic- because most ‘newcomers’ were usually not certain ular learning needs. One barrier that deserved whether they would stay in the library or work in other particular attention was the lack of application and fields in the future. evaluation of what had been learned. Thus, it was not adequate for the institution to just offer learning opportunities. Staff also needed to be given chances Identity to apply what they learned from the development Organizational culture and identity. From the data col- courses. lected, it showed that most of the LAs had the feeling For the same reason, both the ‘old-timers’ and that their importance was not recognized and that they ‘newcomers’ of the Technical Services did not wel- deserved a higher status than what they were receiv- come the library’s job sharing arrangement and to ing. They therefore needed a higher degree of recog- take part in working at the service counters. They did nition of their importance. They also wanted to be not recognize this as a learning opportunity because given more authority in their duties at the operational the knowledge and skills were not applicable to their level. However, the library is a traditional Chinese job duties. As stated in the Adult Learning Theory, the organization. Chinese people are more conservative adult would only learn when they found the knowl- and reserved. They will not indicate explicitly their edge or skills useful to their responsibilities. The learning needs or initiate asking for learning resources library management believed that the requirement of and support. They are also more class conscious and multi-task and multi-skills in the sharing of the coun- are not confident enough to voice their needs and how ter roster might enhance LAs’ motivation to learn. Yet they feel. They are not prepared to talk about their the LAs obviously disagreed. It demonstrated that needs and hesitate to express what they genuinely there was always discrepancy between the organiza- think. They will only keep their feelings and grie- tions goals and staff goals which was an issue that vances, if any, to themselves. Apart from a relatively required special attention. few vocal people, many never complain. The research has illustrated that even though learning attitudes are quite different, there is however, a Legitimate peripheral participation. Another meaning of common agreement that contextual learning taking identity, according to Lave and Wenger’s (1991) def- place in the real situation is the most effective way inition, is the status of being a ‘newcomer’ who is on of learning. Embedding learning in authentic profes- the periphery of the community. Legitimate Periph- sional practices is thus essential. It is also understood eral Participation involves ‘‘the process by which that the participants welcomed more staff participa- ‘newcomers’ become part of a community of prac- tion chances in group learning projects. It is com- tice’’ (p. 29). Yet not many of the LAs are interested monly agreed among the LAs that social group in becoming a full participant. For the Instrumental interaction and apprenticeship are useful and helpful Learners, they believed they had no future in their in facilitating staff learning. career and there would be no further development chances no matter whether they learned or not. Their identity in the sense of self image and position prospects was low and discouraging. However, they Learning needs and work background in fact possessed valuable experiences since they had Some of the ‘old-timers’ did not see much need to gone through the process from being ‘newcomers’ to learn. The fact that they were not required to learn their current position so they had the potential to be by the institution made the ‘old-timers’ believe their trained as masters to help develop the ‘newcomers’. experiences were adequate for their responsibilities. Whether the ‘newcomers’ want to become a part of As a matter of fact, they could still carry out their the community depends largely on how they see the daily duties and thus would only learn when necessary library as their long-term career. It was demonstrated knowledge and skills were required by certain tasks or that the Compliant Learners were conscientious. projects assigned to them. They had no desire to fully participate in the From the responses of the interviews, it was library community because of a lack of interest. The suggested that more ‘newcomers’ had a larger variety Proactive Learners wanted to equip themselves. and higher levels of learning needs than the However, if there was no challenging and prospective ‘old-timers’. The former did not only learn the job development, they may prefer to learn something 130 IFLA Journal 37(2) outside of the library field and the library may not be thought the ‘old-timers’ were not motivated to learn, able to retain them. two ‘old-timers’ seemed to believe the ‘newcomers’ were not as motivated to learn as themselves. In a nutshell, the Instrumental Learners were not Motivation to learn interested to learn because they believed they had Any learning system which can be made sustainable no future. The Compliant Learners were not interested must be directly related to motivation. Only motivated to learn library skills because they did not find the job staff will learn continuously. As Joy-Matthews, interesting enough. The Proactive Learners were will- Megginson and Surtees (2004) state that, ‘without the ing to learn but might not necessarily learn library desire or motivation to learn, failure is predictable’ related knowledge and skills unless they knew there (p.99) Participants’ motivation seems to be affected was something more challenging and inspiring for mostly by their perception of what would be achieved them. It seemed that the three groups of learners had by learning and also their career future – a ‘future’ that a common motivator, that is, something they could staff would look for. What the LAs need most is in fact look for in the future. clear and simple. No staff will be interested or motivated to learn if they believe they have come to a dead end. Sense of importance is also an important factor Barriers to learning affecting their motivation to learn. The ‘old-timers’ are The participants had provided a list of barriers that not motivated to learn as they think that their impor- would discourage them from learning. It seemed that tance has not been recognized and their experiences the perspectives on barriers were quite individual and have not been made good use of. On the other hand, varied. Some of the barriers revealed by the partici- because of their dissatisfaction with the remuneration pants matched the deterrents surveyed by Shen, Lee and gloomy job prospect, the ‘newcomers’’ motivation and Chan (2002) such as ‘lack of time’, ‘need to take to become full members via Legitimate Peripheral Par- care of family’ and ‘course not useful’. The barriers ticipation has also been adversely affected. were categorized into four types: internal, situational, Library leaders may need to first tackle the issue of systems and cultural. sense of importance and give staff hope for a better future before staff’s motivation to learn can be Internal barriers. Internal barriers were those related to enhanced. Participants in general believed that ‘new- the individual’s personal viewpoints and perspectives. comers’ were more willing to be trained yet the They include: ‘do not see the needs’, ‘age’, ‘family/ majority of the LAs working in the library were children ties’, ‘no interest’, ‘no ambition’, ‘do not ‘old-timers’ who did not see the need to learn. want to stay in the career’, ‘incapable’, ‘unhappy with The staffing in the library had been very stable in the environment’, ‘low identity and status’, ‘personal the past decade. Many of the LAs had served more priority’ and ‘no attraction in the job’. than 10 years and a lot of them had been doing the same job ever since they started. These staff members, Situational barriers. Situational barriers were those who had already secured a permanent position, were related to work practice and arrangement. What the not enthusiastic about changes or learning opportuni- participants had suggested included: ‘time not ties. As there was a very slight chance for further allowed at work’, ‘dull tasks with no job variety’, advancement and there was no tangible reward for ‘workload too heavy’, ‘counter duty/night shift’, development, motivation to continue to learn was ‘financial – course fees’, ‘wrong match between job low. In other words, if there was a chance or some- handled and skills learned’, ‘no chance to practice thing they could look forward to, the ‘old-timers’ what has been learned’, ‘courses not specifically job would be more motivated to learn. related’, ‘no practice at real tasks’, ‘venue of training As for the ‘newcomers’, what they treasured more too far and not convenient’, ‘repetitive work makes was to be treated fairly, that their contribution would learning boring’, ‘knowledge/skills too difficult to be recognized and there were chances for develop- learn’ and ‘no increment awarded (specifically refer- ment. In the eyes of the ‘newcomers’, as reported in ring to the certificate course which offered one salary the research, the ‘old-timers’ were not interested in increment to graduates years ago but the reward had learning and thus unable to cope with the new envi- been cancelled later)’. ronment. Although some ‘newcomers’ believed the ‘old-timers’ should learn more, they understood it was Systems barriers. Systems barriers related to the struc- difficult to learn with their age and job security. It is ture of the organization. ‘Chances of promotion’ is interesting to know that while most participants one of them. Five participants believed that ‘no job To: Library assistants as situated learners 131 prospect’ and ‘no job certainty’ were barriers to their is therefore in need of a thorough and fair needs learning. One TSN suggested that if learning did not assessment to start with. make any difference to the job prospects, no one Kazanjian (2002) indicates that ‘workers are would be motivated to learn. It was quite surprising evolving human beings who need continual learning’ to see that more ‘old-timers’ than ‘newcomers’ and ‘We must learn to always learn’ (p.6). Jarvis thought the fact that the job insecurity of contract term (2004) has also cited various research statistics to employment would discourage staff learning yet only prove that the human being has a basic need to learn, one contract staff mentioned this point. a need that may be as basic as any of the needs identified by Maslow in his well-known ‘hierarchy’ of Work culture barriers. Cultural barriers referred to the needs (p.34). Before any practical recommendation norm and atmosphere of the library. ‘Lack of institu- can be made about how to provide learning opportu- tional support’, ‘no peer recognition’, ‘peer pressure’, nities to the participants of this research, we need to and ‘discouraging attitudes of supervisors’ were the first find out what the learning needs of the LAs are. four cultural barriers listed by the participants. Some of them learn for tangible rewards, others for their own personal interest or self-actualization. Facilitators to learning Assessing needs and interests is therefore necessary to understand each type of learner, identify the poten- Most participants thought tangible support from tial of each staff member and what should be done to the employer such as ‘incentives’, ‘sponsoring time’, help them learn. ‘sponsoring course fees’, ‘stable working hours’, Needs assessment must be seen as the process of ‘offering venue’, ‘offering job security’ and helping adults think through the reasons for their ini- ‘additional salary increments’ would all facilitate tially expressed needs. It is an essential reference for them to learn. planning and designing of staff training and develop- There were also other kinds of support the partici- ment. Ideally, there will be a personalized develop- pants would welcome. These included ‘more course ment plan for each individual. It is also necessary to varieties’, ‘environment allowing practices’, ‘internal find out how individual and organizational needs can transfer’, ‘opportunity to apply what has been both be met at the same time. Since it is impossible for learned’, ‘channel for staff to raise suggestions’, all staff to participate in development activities all in ‘supervisor and institutional support’, ‘demonstrating one go, need assessment also makes it easier for the that staff are being valued’, ‘recognition’, ‘praise’, managers to set priorities according to the functional ‘more choices of tasks’, ‘more training opportunity’, or operational needs, and as well as a degree of and ‘fair management’. urgency. Managers can then prepare the calendar of One participant revealed that ‘job variety’ could be a events of who attends what and when. very good facilitator. Based on the participant’s experi- A standard in guiding the level of skills and knowl- ence of working at a branch library, he thought that edge that staff of a particular position should acquire multi-tasking offering a variety of duties did not only is also important. According to Adult Learning The- facilitate staff to learn more knowledge and skills but ory, people are ready to learn when they experience also make the LA’s job more interesting. All partici- a need to know or to do something in order to perform pants agreed that learning is more effective and efficient efficiently. However, because the knowledge and skill when it happened in the real work situation and thought requirements of the LAs were not clearly defined in it was worthless to learn any knowledge and skills that the library, neither the managers nor staff knew what were not going to be applied. One participant even needed to be learned. It is therefore difficult to tell to thought that the library should force staff to learn while what extent the development programs had helped in another thought the organization should play a more staff learning. active role in encouraging staff to learn. To improve, the library managers certainly need to study staff needs systematically through scientific Implications and recommendations approaches such as survey or interviews; they need to understand the different perceptions and needs of Needs assessment the three types of learners in particular so that they Because there is such a diversity of learners and each can then plan, design and implement a new staff of these types of learners holds different attitudes to training and development scheme accordingly. The learning and has different learning needs, we have following recommendations focus on how the library to understand the characteristics of each type of lear- can take an active role in the personal, practical, ner in order to help them learn effectively. The library social, structural and cultural aspects to help staff 132 IFLA Journal 37(2) learn. In addition, the recommendations will also especially the ‘newcomers’ to learn new skills in the make reference to Senge’s (1991) five disciplines of real situation. At the same time, it makes good use learning organization. This is because the ‘Learning of the experiences of the ‘old-timers’ by developing Organization’ as described by Senge is a powerful them to be the ‘masters’. One of the participants PSO1 structure facilitating staff’s situated learning. The dis- revealed that he was very unhappy because his role in cipline ‘Personal Mastery’ refers to personal develop- the office had become less important since the new ment; ‘Team Learning’ is connected to social supervisor came. His self-esteem had been affected participation and interaction directly; ‘Shared Vision’ and he had a lot of grievances. If ‘old-timers’ like is more about the structure of the organization, PSO1 could be trained to be the masters and help ‘Mental Models’ and ‘Systems Thinking’ are closely coach the less experienced staff, they would have a related to cultural issues. higher self-identity.

Personal mastery. Senge’s (1991) concept of ‘Personal Personal aspects mastery’ is useful here. Organizations benefit from In the library system, although there had been a num- encouraging their people in the direction of Personal ber of training courses offered by the library and the Mastery. In the library, it is recommended that the central Personnel Office, the courses could hardly management pay attention to the staff’s learning cover the LAs’ needs because different LAs required potential and help them learn to learn. For each staff different skills to perform their own tasks. Besides, member, there should be a clear message, passed the knowledge and skills the LAs need to learn are through formal and informal channels, of what kind usually specific to library-related knowledge and of growth and contributions are expected from them. skills and more of a problem-solving nature, involv- This guideline can enable the staff to develop a ing the flexibility of transferring knowledge from one matching personal vision which is not just a work- case to another. Unlike solving a problem in mathe- related performance but also self-development. Indi- matics, there is no formula and no standard answer for vidual staff must then be encouraged to see positively the LAs working at the service counters which often the current reality through regular supervision require instant thoughts and intuitive responses. Staff sessions – that is, the gap between their long term certainly cannot learn these kinds of abilities by just vision and current output. Staff members also need listening to instructions in classes. Therefore, many to be assured that the gap can be shortened by their development courses run in the past were not benefi- on-going learning with organizational support. cial to the LAs in their actual job duties.

Cognitive apprenticeship. To the LAs, partnership, men- Practical aspects toring, scaffolding and collaborative learning may be Situated learning and community of practice. Adults are more useful than standard training and development practical. They prefer to learn problem-solving programmes. Apprenticeship usually involves model- knowledge and skills and they need to apply what ling in situ and scaffolding for learners to get started they have learned in the real situation. The library line in an authentic activity. That is, the more experienced managers may therefore consider integrating formal members in the library may teach the less experienced and informal learning into the working routine. in the real work environment. When an LA is assigned The concept of ‘Communities of practice’ is to a task, they can be treated as an apprentice to be situate learning in a meaningful context. Commu- paired with a professional librarian or an experienced nities of Practice are self-organized and selected LA for a reasonable length of time. In this case, the groups of people who share a common sense of pur- apprentice can observe and learn how the more expe- pose and a desire to learn and know what each other rienced member, as a model, tackles the task in an knows (Lave and Wenger, 1991). One suggestion is authentic situation. Because the LAs learn from the to design a work practice programme, with a cogni- ‘coach’ to deal with real problems, they will build tive apprenticeship concept incorporated, for staff to up skills and experience in handling the future prob- develop various skills in various departments. The lems by themselves. work assignments can integrate as many learning The benefit of offering apprenticeship can also be practices as possible. The LAs will then be able to two-fold. It is believed that not only can the LAs learn learn while they work and can apply what they have more effectively in such a process, the experienced learned directly to their work. At the same time, staff staff who shared their knowledge and experience will learning should be recognized formally and a clear also be able to learn collaboratively. It helps staff message passed on so that staff members understand To: Library assistants as situated learners 133 learning does make a difference in the eyes of the trouble as it can improve flexibility and create managers. dynamic interaction within its workforce’’ (p.15). To enable staff a practical learning environment, From the research, it seems that the two ‘newcomers’ the library may set up a system, which defines what working at branch libraries were more confident of their skills are needed for each position and provides guide- status and the knowledge and skills they learned. They lines for the proficiency level of each skill. As men- reported that it was good to get in touch with a variety tioned earlier, adults are goal oriented learners and of skills. As TSN3 pointed out, appreciate learning programs with clearly defined elements. From the inexperienced ‘newcomers’ to the In branches, there are many varieties of tasks so staff more experienced ‘old-timers’, there should be a can act as a coordinator of different projects which mechanism that can guide each of them to develop strengthens the sense of belonging and contribution. their proficiency in each skill. That is, staff will know There are also opportunities for branch staff to participate in the events organized by the main library which level they are in and what else they require to which enables good learning experiences. (TSN3) learn more to improve further. The managers may also pass on the message via structural activities such Multi-skilling and job rotation can be good practice as annual appraisal, regular supervision, and formal only if adopted in the authentic environment. The sharing. re-deployment of LAs to different departments due The LAs should also be included in the organiza- to operational needs offers the LAs more learning tion’s information flow and policy level decision- opportunities to acquire and upgrade necessary making as much as possible to boost motivation and knowledge and skills. In-house training programmes enhance individual self identity. Staff should be given designed for learning specific tasks are also particu- more room and responsibility to participate in policy larly useful. What the library needs furthermore is and decision making. That is, not only the particular to enhance social interaction among staff, facilitate tasks they need to handle but also central activities active participation in activities, strengthen learning on a higher level. Some of the participants of the resources, support a community of authentic practice, research also revealed that they were capable of con- and allow learners to share in the design, process, and tributing more at the policy making and planning evaluation of their learning activities. level. Involvement in policy-planning and decision- making may also become a good learning opportunity for staff. Human Resources Development (HRD). HRD is a continuing process and it is a lifelong pursuit and thus can be designed to meet both the organizational goals and Multi-skilling and job rotation. Multi-skilling enhances individual’s learning need. As suggested by Joy- identity and in turn, motivation to learn. Job rotation Matthews, Megginson and Surtees (2004), HRD allows staff to learn a wider range of knowledge and ‘encapsulates all learning that enables individual and a broader level of skills. In view of the budget limita- organizational growth (p.7). A successful effective tions, the library can aim at low-cost or even no-cost HRD is one that is participated at all levels, persona- options and make fuller use of the existing resources. lized; problem oriented and with effective evaluation The library is a workplace with diversified job duties, and follow up measures. HRD, if systematic, planned, ranging from counter services that require communi- organized and scheduled, can be used as the most cation and interpersonal skills to cataloguing that powerful tool for the library to develop a culture of requires specific knowledge and technical skills. A self-directed learning and promote the concept of life- well-planned job rotation or sharing scheme can make long learning among not just the LAs, but all staff in work more interesting and stimulating and equip staff general. Most importantly, the knowledge learned with multi-skills. from training can be applied in real life. Standard lev- What Coffield (1998) has commented on job rota- els of knowledge and skills of each position should tion is still valid today – it can ‘prevent burn-out, also be made very clear so that staff know what and bureaucratic routines and resistance to change’. He how much they need to learn to perform and/or thinks that employees will ‘‘develop new ideas, will advance. be inspired, improve cross-departmental cooperation The library does not have a HRD policy of its own. and understanding and upgrade their skills and The Personnel Office of the University organized experience internally’’. He admits that ‘‘shifting peo- HRD activities for all levels of staff. Most of them ple around creates problems for hierarchies, were topic driven such as courses on ‘Customer competences, salaries, and status but it is worth the services’ and ‘Coping with stress’. These courses are 134 IFLA Journal 37(2) usually instructional or workshops with games and and ‘newcomers’ had expressed their needs to learn exercises designed for a general audience but not par- together with others. A team work approach should ticularly for the library staff. The library managers be adopted and strong team learning intentions should would be informed when development programs were thus be encouraged to help staff develop a sense of available and they were free to nominate their subor- belonging. dinates to participate. Apart from the central activi- It is true that most of the LAs need to work alone ties, the library’s computer officer would organize when serving users at the counters and rarely have any courses for staff on computer software applications chance to learn from fellow colleagues. However, occasionally. Staff members who attended courses, there are also many other relatively inexpensive ways whether run by the personnel office or internally, to assist their learning and development. The mentor- were not required to give formal reports afterwards. ing programme, peer group coaching (Robb, 2000; To facilitate more effective and staff-oriented Werner and DeSimone, 2006) and study groups learning system, the library may formulate its own (Robb, 2000; Zepeda, 1999) are all worth exploring. HRD policy that states explicitly the organizational Hansman (2001) has drawn a good example of how targets and objectives, which must be achievable. people, who normally work alone, can still learn from Since the library is operated in an environment of others. As a teacher herself, she has described how she change, the goals should be set to prepare the LAs learns from peers through activities in self-organized to meet change constructively and confidently. sharing groups. The LAs, especially the experienced ‘old-timers’, This gives a useful reference for the library. The should be provided more chances to participate in LAs should be provided with more learning resources higher levels of training. To ensure the staff can ben- and support to form working teams across boundaries efit the most from the training, they may be required to develop social interaction and strengthen inter- to submit a formal report and/or share what they have branch and inter-department communication. If the learned with the other colleagues. This does not only LAs can be encouraged to organize their own sharing help further develop their communication and presen- groups, set their own agendas and establish their own tation skills but also benefits those who cannot partic- leadership, members will feel more connected and ipate in the same training. will be able to learn from each other. Appraisal could be made use of in staff learning. In fact, appraisal exercises, if used in the right way, can be an effective and powerful tool for staff learning. How- Team learning. A collaborative event is an example of ever, most of the participants did not find the annual social activities in which the LAs of different depart- staff appraisal any good for their learning. To improve, ments can jointly work together and learn from each the annual staff appraisal should be linked to HRD in a other. As mentioned by the participants, the library direct and clearly defined way as To (2007) suggested occasionally held library related events that involved (p.314). Appraisal reports should provide valuable various branches and departments. Staff members information on what the individual appraisee needs to come from different branches/departments to work be improved and how it can be improved as suggested together as a group for the events. These kinds of col- by the appraiser. Moreover, a clear list of what they laborations are good opportunities to develop team- have learned and applied to the actual job environment work and team spirit. should be reported on in order to maximize the impact The library leaders should promote more cross- of the staff learning and development programmes in divisional and cross-functional units of collaboration which the appraisee had participated. and interaction so that staff can learn as a team. The supervisors should encourage staff to take turns to participate in these activities. Of course, not all staff Social aspects members are interested in group activities such as Adults are autonomous and self-directed. The learn- working at the reception or in the publicity pro- ing process should involve active participation. grammes. Some of them may not feel comfortable Because learning is social in nature and people learn or confident. Staff with no experience or who have lit- to a large extent from social interaction and socializa- tle interest in serving the public are not enthusiastic tion, social environment should be given a higher and may not acknowledge the value for them. The priority. library therefore needs to have a good understanding of staff needs, interests and abilities before assigning Interaction and participation. From the information tasks and at the same time, train and develop those gathered in the research interviews, most ‘old-timers’ who are less competent. To: Library assistants as situated learners 135

Structural aspects the knowledge and skills needed and performed well, Many issues raised by the participants of the research they will be able to take up the LAI position. were related to the structure of the library field in gen- Although this means that the library leader may need eral and the library they were working in, in particu- to make bold recommendations to the university at a lar. The tangible and non-tangible rewards which the time of a general economic downturn when saving LAs regarded as the most important motivator and the on the staffing budget has become the main objective, wish of a more promising career prospect were this is necessary to enhance staff morale and team directly related to the staffing and organizational spirit. structure. Here, it is recommended that the library To boost the morale among the ‘newcomers’, other may consider restructuring in order to create more than the equal promotional opportunity, their employ- opportunities for staff. ment term could also be elevated. As a ‘newcomer’ described,

Motivator. It is obvious that the LAs cared very much ‘‘Contract should be renewed for a longer term if they about their own future development. Most partici- have already worked for a long time, especially if pants of the research, especially the ‘Instrumental there are established posts. This (short contract) is not Learners’, claimed that tangible reward was the only good for the staff and not good for the organization.’’ motivator for learning. However, there were not (TSO1) enough positions on the ladder for the juniors to move up. The promotional position for the LAs was limited Apart from tangible rewards, many LAs thought that by quota3. As reflected by the participants: they deserved higher status and recognition. They needed the feedback and support from the managers ‘‘Some of them (‘old-timers’) have worked in the on whether their performance was up to standard. library for quite some years and found that there is They also wanted to be assured that their contract almost no chance for promotion and so they don’t would be renewed as long as they continued to work think they need to do further study. If there are more hard. Many ‘old-timers’ also needed something to grades in the structure and people can be upgraded look forward to. That is, they needed to know that gradually, or if a person can see when they work there were still chances for them, and they still have harder, they can go up, they will learn more.’’ (TSN1) a future. This is not necessarily career advancement but enhancement of self esteem, identity, as well as Other participants also revealed their needs of a flat- job satisfaction. Developing the ‘old-timers’ to be the tened internal structure in which they can have more ‘masters’ of the apprentice ‘newcomers’ is one prac- opportunities and brighter career prospects. To a loose tical approach. According to adult learning theory, coupling organization such as the library, flattened adults need to connect learning to their life experi- structures and participatory management may ences and knowledge. The ‘old-timers’ themselves enhance staff’s awareness of what the organizational can also learn more when sharing their experiences goals are and may in turn facilitate the accomplish- with the ‘newcomers’. ment of those goals. However, as described by Wer- ner and DeSimone (2006), given the flattening of organizational hierarchies, some plateauing is inevita- Enhance professionalism. In the new electronic age ble, and it is important for organizations to find a way when print collection is no longer the center of impor- to maintain employees’ motivation and effectiveness. tance, libraries should be transformed from the tradi- Successful plateaued can be achieved by effective job tional collection-oriented functional entity to a performance and satisfaction (p.495). people-oriented and access-oriented interface. Many To create more positions on the ladder but at the libraries’ organizational goals are to provide good same time maintain a more flattened structure, the quality professional services that match the clients’ library may need to re-think the structure and information needs and expectations, yet the structure create more promotional chances. Instead of a is often contradictory to this goal. Libraries often con- pyramid shape of structure, with ten times more LAII sist of many more non-professional staff than profes- than LAI, it may be a more flexible structure with sional staff. no restriction in the proportions between the two Professionalism is an important issue. Unfortu- ranks. The operational tasks can be categorized nately in recent years, some academic libraries in according to the level of skills required but the major Hong Kong, in order to save on their budget, hired supervisory responsibility can be retained in the hands library-trained professionals yet still offered them of the professionals. As long as an LAII has acquired non-professional, clerical titles such as Executive 136 IFLA Journal 37(2)

Officers or Project Coordinators. This measure has is simple, clear enough and relevant to the job of all downgraded the profession. It does not only lead to staff. It is therefore not difficult for staff members a decline in the working conditions of the employed, to share and identify the goals and the necessary atti- but also creates a very poor image of the profession as tudes they need – that is, to walk extra miles to make it misleads the outsiders to think that a librarian’s job their customers feel valued (p.109). Can this similar can be done by an ordinary administrative support vision be adopted in the library under study? Can the staff member. library simply aim ‘to become a learning organiza- It is of course not easy to train the non-professional tion’? Since staff will be benefited when they learn staff to become professionals but the library may tar- with the organization, this vision may be more attrac- get upgrading the LAs to the paraprofessional level tive than vision like ‘to be the best library in the through formal and informal learning. With more region’ or ‘to be the top X library in the world’. qualified staff working at the front line, it is more likely to heighten the sense of service mindedness among staff and improve service quality. As a leading Cultural aspects university library in Hong Kong, the library can par- Why did some of the staff become uninterested to ticipate in lobbying formal education for the LAs so learn? Why are the Compliant Learners no longer that they can have a better chance for career develop- interested in their job? How can they be motivated? ment and advancement. These questions are related to the culture of the orga- In the long run, the library can recruit LAs with nization and the mental models of staff. higher qualifications. Many supervisors who are more concerned about the turnover rate tend to recruit staff Mental models. As Fullerton (2004) described, who can just meet the minimum requirement of the ‘‘‘Mental models’ are deeply ingrained assumptions, LA position which is high school graduates. However, generalizations, or even pictures or images that influ- in view of the fact that many LAs working in univer- ence how we understand the world and how we take sity libraries need to serve the teaching scholars of the action. Senge (1991) says, ‘‘These models have effect university directly, their general knowledge and cre- on our perception and behavior, and have the power to dentials are important. move us forward or hold us back’’ and he suggests Another recommendation is to enhance subject- organizational leaders to find out ‘‘what stops or dis- oriented specialism among staff. This is similar to courages people to express themselves and communi- assigning a team of staff to work in a subject branch cate freely.’’ His management principle is ‘‘don’t library. Teaching physics, for example, requires dif- push growth’’ but ‘‘try to find and remove the factors ferent information skills and resources to teaching that limit it’’. French. It will be beneficial if the library can provide The library management should therefore need to subject-oriented services. library staff members will know what hinders people to express themselves and welcome this change as it allows them to develop what helps them to communicate more freely. For more specific skills, and to become more closely example, it may be something to do with the Chinese involved in learning and teaching. tradition. It was mentioned earlier that in Chinese culture, it is common for staff to not voice their needs Shared vision. Support can be provided to help mem- and grievances openly. Many Chinese are rank con- bers of the organization at all levels to see ‘‘how the scious and believe that if they express their dissatis- vision relates to their work and how they can help faction, they are challenging the authority. Yin move towards it’’ (Pieters and Young, 2000). Staff (2003) when interviewed by the China value profes- need a simple, easy-to-follow and will-share vision. sional social network also explained the Chinese cul- Apart from an easy-to-understand meaning, staff ture of ‘if it does not involve you, it is not your members also need a vision that is generated from col- business’. In this case, open minded supervisors are laborative interest; one that they are happy to share. required to encourage staff feedback and create more This is because according to Adult Learning Theory, informal channels such as social activities to collect people learn best when they strive to accomplish comments and suggestions. things that matter to them. If the vision is something related to staff, it is more likely for them to identify Systems thinking. Senge’s ‘Systems thinking’ disci- the common purpose. pline is a conceptual framework. It provides ways of A good example is found in Pieters and Young’s understanding practical business issues. ‘Systems (2000) study, a customer service company has a Thinking’ integrates all the other disciplines. To fur- shared vision of ‘high customer focuses’. The vision ther develop the staff’s sense of systems thinking, To: Library assistants as situated learners 137 some good references can be found in the literature. individual talent or strength to library opportunities Such as Martin’s (1999) ‘research teams’ and Pieters and challenges that need to be met’’ (p.13). and Young’s (2000) ‘sensing meetings’. They demon- The learning organization is proclaimed to be the strate how smaller groups of staff can be useful. Simi- most effective organization to cope with changes and larly, the library can establish a research/working innovations. In order to create a more effective, sus- group which consists of front line professionals or line tainable, staff-oriented learning system to facilitate managers across departments. Because they work at the professional development of library staff, the situ- the ground level, they should understand better what ated learning approach is recommended for the the needs of the majority are. These members can library. It is essential for the library to make known look at the organization as a unified structure and dis- to staff very clear organizational goals, take into con- cuss and identify areas where most staff would wel- sideration individual learning needs and make use of come changes and generate new ideas on what and the authentic environment for staff learning. how changes can be carried out in aligning with the institutional goals. Notes Revised version of a paper presented at the World Library and Conclusion Information Congress, 76th IFLA General Conference and Assembly, 10–15 August 2010, Gothenburg, Sweden, in In the new information age and electronic world of Meeting: 107. Knowledge Management, Continuing Profes- the 21st century, libraries are facing an unprece- sional Development and Workplace Learning with Informa- dented changing environment. For an organization tion Technology. to be able to survive in the ever changing environ- 1. The minimum job requirement of an LA is a pass of the Hong ment, it needs a learning element that will enable it Kong Certificate of Education Examination (HKCEE). to adapt to any rapid rate of change. The LAs are the 2. There are 27 professionally trained librarians, 113 Library key resources of the library. It is significant for them Assistants, 5 Clerical Assistants and 34 Office Assistants. Oth- to learn and develop because they play a crucial role ers are computer officers, technicians, and project staff. The in the library. Dyckman (1992) more than a decade Clerical Assistants and some of the Office Assistants are in fact doing similar jobs as the Library Assistants. ago claimed that ‘‘Library assistants are already a 3. One LAI among ten LAII. crucial component of libraries. However, they are often overlooked, underpaid, and unappreciated, and a steady supply of replacements is taken for granted’’ References (p.77). In Hong Kong, the situation may not be in Blagden, P. (2006) Widening participation in learning – such an extreme state yet because more and more developing libraries project. Health Information and work that was usually a professional librarians’ Libraries Journal, 23: 283–297. responsibility has been shifted to the LAs, but the Cihak, H. and Monroe, W. (2003) Liberating library sup- learning and development of this group of allied staff port staff it works! Library Mosaics, Nov/Dec, 12–14. Coffield, F. (ed.) (1998) Learning at work. The Policy deserves more attention. Press, Bristol. As mentioned by Cihak and Monroe (2003), liber- Dyckman, A.A. (1992) Library assistants in the year 2000. ating library support staff is the simple way to in Sullivan, M. (ed.) Developing library staff for the 21st increase overall efficiency, customer service, and cus- century. The Haworth Press, New York. tomer satisfaction. A liberated staff will cause library Fullerton, J.P. (2004) Review of the fifth discipline. processes to improve, customer service to expand, and Retrieved from http://www.rtis.com/nat/user/jfullerton/ individual growth and development to soar (p.12). review/learning.htm. Last retrieved on 28th July, 2008. However, it is important to note that the training of Hansman, C. (2001) Context-based adult learning. in New paraprofessionals should be kept in pace with the use direction for adult and continuing education, vol. 89, of paraprofessionals (Mozenter, Sanders and Bel- Spring: 43–52. Jarvis, P. (2004) Adult education and lifelong learning: the- lamy, 2003). rd In fact, paraprofessional training is necessary not ory and practice,3 ed. Routledge Falmer, London. Jordan, P. and Lloyd, C. (2002) Staff management in only to upgrade the knowledge and skills of the LAs library and information work, 4th ed. Ashgate, to share the increasing workloads but also to create Hampshire. a channel for further training and upgrading to a Joy-Matthews, J., Megginson, D. and Surtees, M. (2004) better career prospect. As Cihak and Monroe (2003) Human resource development,3rd ed. Kogan Page, have advocated, ‘‘Everyone wants to work in an London. organization that values individual talent. Library Kazanjian, M.M. (2002) Learning values lifelong: from leaders can serve as ‘talent scouts’ by matching inert ideas to wholes. Rodopi, Amsterdam. 138 IFLA Journal 37(2)

Lave, J. and Wenger, E. (1991) Situated learning: legiti- Werner, J.M. and DeSimone, R.L. (2006) Human Resource mate peripheral participation. Cambridge University Development,4th ed. Thomson, Mason, Ohio. Press, Cambridge. Yin, R.K. (2003) Case study research: design and methods, Martin, E. (1999) Changing academic work: developing the 3rd ed. Sage, Thousand Oaks, Calif. learning university. The Society for Research into Higher Zepeda S.J. (1999) Staff development: practices that pro- Education and Open University Press, Buckingham. mote leadership in learning communities. Eye On Edu- Mozenter, F., Sanders, B.T. and Bellamy, C. (2003) Per- cation, Larchmont, New York. spectives on cross-training public service staff in the electronic age: I have to learn to do what?! The Journal About the author of Academic Librarianship, vol. 29, no. 6: 399–404. Teresa To received her Bachelor of Applied Science in Pieters, G.R. and Young, D.W. (2000) The ever-changing Information from the University of Technology, Sydney, organization: creating the capacity for continuous Master of Librarianship from the University of New South change, learning, and improvement. CRC Press, Florida. Reiner, L., Smith, A. and Ward, D. (2003) Personal and Wales, and Doctor of Education from the University of staff development. Journal of Academic Librarianship, Bristol. Her career in libraries include positions at the Whi- January 2003, vol. 29, no. 1: 62. tlam Library, Sydney, Australia and other special libraries Robb, L. (2000) Redefining staff development: a collabora- in both Australia and Hong Kong. She joined the Chinese tive model for teachers and administrators. Heinemann, University of Hong Kong (CUHK) in 1994 to set up the NH. Architecture Library, which is the first and only Academic Senge, P.M. (1991) The fifth discipline: the art of the learn- Architecture Library in Hong Kong. She then became the ing organization. Soundview Executive Book Summa- Branch Librarian of the New Asia College Library of ries, Bristol. CUHK in 2001. Teresa joined the City University of Hong Shen, S.M. Lee, W.C. and Chan, F.T. (2002) A profile of Hong Kong in 2006 as Senior Assistant Librarian of Run Run Kong adult learners: a survey of the demand for continuing Shaw Library. Her current responsibility is to manage the education in Hong Kong. In Cribbin, J. and Kennedy, P. Access Services and Public Relations Unit. Teresa also Lifelong learning in action: Hong Kong practitioners’ perspectives. Hong Kong University Press, Hong Kong. oversees the Library’s spatial reorganization project. Con- To, T. (2007) Quality performance appraisal for library tact: Access Services and Public Relations Support Unit, staff. Proceedings of conference: The Academic librar- Rm. G3720, Run Run Shaw Library, City University of ian: dinosaur or phoenix? die or fly in library change Hong Kong, Tat Chee Avenue, Kowloon Tong, Hong management, 11th–12th April. Chinese University of Kong. Tel: þ852 3442 6206. Fax: þ852 3442 0260. Email: Hong Kong, Hong Kong. pp. 312–319. [email protected] IFLA Article

International Federation of Library Associations and Institutions 37(2) 139–151 The mutations of marketing and ª The Author(s) 2011 Reprints and permission: libraries sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211411071 ifl.sagepub.com

Wolfgang Ratzek Stuttgart Media University

Abstract We live in a conflict-ridden time. No one can be sure to remain unaffected. As a result, all institutions have to communicate their right to exist. This applies to major enterprises as well as to libraries. Integrated marketing offers all of the tools needed for presenting their unique selling propositions (USP). Commercial enterprises as well as powerful non-profit organizations like Greenpeace command a broad range of integrated marketing tools. Yet, only a few libraries utilize marketing in the proper meaning of the word. Libraries often confuse isolated public relations actions with marketing. If they do engage in marketing they prefer – as a rule – the classical tools. This conceptual paper emphasizes the different ways of doing marketing by combining theory and practice. Library projects and services from Germany and Scandinavia illustrate applications of these concepts in the field.

Keywords ambush marketing, guerilla marketing, library services, neuromarketing, viral marketing

It was from my own early experience that I decided Bibliothek 21 in Stuttgart, Germany with 11,200 there was no use to which money could be applied square meters (approx. 120,512 square feet) (Ratzek, so productive of good to boys and girls who have good 2009) or Nye Deichmanske Bibliotek in Oslo, Norway within them and ability and ambition to develop it as with 10,485 square meters (approx. 112,819 square the founding of a public library. (Andrew Carnegie, feet) (Kulturetaten, 2010).1 The German website Bib American Industrialist, 1835–1919) liothekssterben.de (library death, a virtual library cemetery)2 of BIB3 presents a documentation of closed and acutely endangered libraries and information institu- Introduction tions. In other words, more and more libraries are reach- This Andrew Carnegie statement is, unfortunately, no ing a crisis of legitimacy and are forced to communicate longer true in full. The financial and economic crisis their right to exist. The vital question in this context is: causes social and cultural cutbacks. Savings and are librarians capable of presenting cogent arguments budget cuts are the magic words of politicians and for funding bodies, politicians, and the wider public? other top level decision makers. On the one hand, Or even more clearly: Are we attractive enough to meet billions of US dollars are flowing into the ‘rescue former IFLA president (2007–2009) Claudia Lux’s parachutes’ for ailing banks, companies, and coun- ambitious program as reflected in her slogan, Libraries tries. On the other hand, libraries in many countries, on the Agenda! (Ratzek, 2010)? We have heard it often including Germany or Scandinavia, are suffering sig- that German librarians classify themselves as modest. nificantly. Declining budgets make running a library The time is ripe for establishing a new political/public difficult. They have to manage the balancing act awareness. We have arguments and evidences at our between their social and cultural mission, on the one hand, and the integration of IT-based services, on the other hand. For several years we have seen a paradox- Corresponding author: Wolfgang Ratzek, Hochschule der Medien Stuttgart, Fakulta¨t ical situation with erection of impressive new library Information und Kommunikation, Wolframstrasse 32, DE-70191 buildings in many places, coupled with the closure of Stuttgart, Germany. Tel: +711-25706-164. Fax: +711-25706-300 many libraries. Examples of new buildings are Email: ratzek@hdm-stuttgart 140 IFLA Journal 37(2) command, but our penetrating power is rather poor. What USPs (Unique Selling Propositions) is your Keywords such as lobbying, marketing, public rela- library offering (product/services)? It may be all tions, Library 2.0, or Quality of Service (QoS) come into right if a library offers media of all kinds, but what play. The following discussion will sketch out the pos- is the difference in regard to Amazon, to e-book sibilities related to these keywords. Particular attention portals, or the Internet? Reference service, loan, will be given to Germany4 and the Scandinavian or functionality may be some library USPs. countries. What costs do I, as a user/customer6, have to absorb (price)? Public libraries in Germany, e.g. The marketing dictate charge an access fee plus fees for interlibrary loan, Internet usage. They often miss the opportunity to Let us first clarify the term ‘marketing’ in general. communicate what the user/customer will receive The American Marketing Association (AMA) defines in return; shown in a kind of an invoice amount. marketing as ‘‘the activity, set of institutions, and The subjectively experienced benefit for the processes for creating, communicating, and exchan- user/customer is not taken into account. The Ger- ging offerings that have value for customers, clients, 5 man Bibliothekswert-Rechner the (library value partners, and society at large’’ . This definition makes calculator) of ‘knb’7 or the Library Use Value a mission statement inevitable. The reason for this is Calculator of Maine State Library (USA). The lat- simple: All librarians know more or less why their ter is promoted with the slogan ‘What is your library exists. The problem is that decision makers library worth to you?’ and ‘How much would you outside the library may not know about or may not pay out-of-pocket for your library service?’8 Both respect the library properly. In part this applies to the calculators are designed as templates where the user/customer of a library, too. Further, librarians may user/customer can key in what he/she borrowed, not act out of conviction and, if so, do they communi- e.g. ‘1 book, 2 CDs and 3 e-Books’. Each item cate their convictions effectively and efficiently? is multiplied by a monetary value. In the end, the A mission statement provides answers to the grand total of the value of borrowing will be dis- following questions: played. Another possibility is to print the value of borrowing on the charging slip. In doing so, the What needs does a library satisfy (e.g. informa- libraries demonstrate that they are worth the tion, leisure activities, counseling, education, a money. Besides fact-oriented information and place to be)? communication, we must learn to use the emo- What strengths does the library represent (e.g. low tional side of target-group oriented information cost access to (quality) media, counseling and and communication. Customer satisfaction is the orientation by (qualified) librarians, social keyword. Elmer Wheeler, a U.S. marketing expert inclusion)? and founder of ‘Sizzlemanship’, created the What convictions does the library declare (e.g. famous slogan ‘‘Don’t sell the steak – sell the integral component of urban development, media sizzle!’’ (Wheeler, 1940). supply, community center, non-profit orientation)? Which distribution channel does your library control (place)? In other words: how can a user get We cannot be sure that all libraries have internalized the media he/she is interested in? The author’s these essential factors in their campaigns. Whatever the students and some librarians do not have a case may be, meaningful information and communica- complete overview of all channels available. tion is inevitable. Therefore marketing, with its complex Some channels are not recognized as distribution set of tools, comes into play. What follows is a review of channels. Here are only some of them: download some of the well known paradigms. of e-docs via the Internet or mobile phones, interlibrary loan, presenting new acquisitions on McCarthy’s four Ps special bookshelves, library van, bookcases, carrels. The most commonly accepted definition of marketing In what way does the user get informed about the and its tools are the four Ps of Edmund Jerome services of his/her library (promotion)? Promotion McCarthy (McCarthy, 1960, p. 32). He classifies mar- should not be confused with ‘place’. The differ- keting into the areas ‘product’ (e.g. innovation), ence is that ‘place’ manages the physical access ‘price’ (e.g. cost recovery, skimming, penetration), to media, whereas ‘promotion’ manages the ‘place’ (e.g. channels) and ‘promotion’ (e.g. commu- communication by media like Internet presence nication) (ibid.). Against the background of this (homepage, Web-OPAC), user training, library classification, we should make the following clear: tour, library video9, poster, and booklet. As Ratzek: The mutations of marketing and libraries 141

mentioned above, the key to success in marketing of the New Public Management (NPM), which is to find the right mixture of facts and emotions. takes hold in German libraries, where libraries have to prove toward their funding body, that their At this point, it becomes clear that all four elements services are requested by the customer/user have to be composed into a meaningful whole, which (keywords: contract management/output orienta- is the basic meaning of ‘integrated marketing’. The tion) (Politt et al., 2007). In other words: so-called art of integrated marketing is not mastered by all ‘service packages’10 are the subject of negotiation librarians. Librarians often interpret independent and not single actions like shelving a book. actions as marketing. Independent actions reduce the Physical evidence, i.e. the practical side of service visibility of the benefits of a library to the individual provision, which is associated with the accessibil- action, e.g. if a reading by the author is promoted, the ity to information resources, quality of enquiry library then is seen as a place where readings by the service, general atmosphere (wellness factor), authors take place. This also applies to events for general ambience. children. Often public relations are being upgraded as marketing. We discuss this fact below (see General marketing and management). Marketing represents General marketing and management the superstructure, whereas public relations are part To complete the basics in marketing, we will now of the communication policy. take a look at Heribert Meffert’s Marketing-Mix (Meffert, 2008). Meffert’s achievement results in a Going beyond the four Ps kind of marketing toolbox. This toolbox contains the four categories, ‘product policy’, ‘price policy’, McCarthy’s four Ps is a useful tool, but requires ‘distribution policy’, and ‘communication policy’. further specification. The seven Ps of Booms and The first three categories are more or less congruent Bitner and the marketing policy of the German with the four and seven Ps discussed above. Widely distinguished expert Heribert Meffert are more different and hugely useful for librarians is far-reaching. These approaches are especially useful Meffert’s accentuation of ‘policy’ and ‘communica- for librarians, because they underline the important tion’. With ‘policy’, Meffert emphasizes the need aspects of day-to-day business. for a strategic orientation/mission, which also includes a practical side in the form of marketing Extended marketing or the seven Ps instruments. ‘Policy’ also implies that the head of Bernard H. Booms and Mary Jo Bitner (1981:50) have marketing division must ensure that a marketing extended the four P approach of McCarthy with three budget is provided. Hereafter, the heads of the four additional Ps. This achievement is especially of marketing categories are struggling for a fair share importance for the service sector in general and for of marketing budget. Should all four categories be the library as a service institution in particular. The treated equally, or should we prioritize a category? three additional Ps are: If digitization is your top priority project, you may invest 45 percent of your marketing budget in People, i.e. all persons who have an interest, or bet- product policy, 10 percent in price policy (survey ter: are involved in your library, i.e. employees, ‘willingness to pay for e-docs’), 20 percent in treasurer/funding bodies, suppliers, customers, distribution policy (e.g. make download of e-docs journalists, users/customers. The term ‘target available), and 25 percent in communication policy group’, used in this context, receives a wide- (flyer, etc.). Meffert’s ‘Communication policy’ ranging meaning and is then related to the term consists of the policy areas ‘advertising’, ‘public ‘stakeholder’. In other words: What does your relations’, ‘sales promotion’ and ‘personal selling’. Let treasurer expect from your library? Or what do us take a quick look at this very useful classification. users/customers (e.g. children, adults, students, hobbyists, chroniclers of the place, disabled Advertising, i.e. using communication tools like persons) expect from your library? TV commercials, newspaper advertisements, to Process, i.e. the organizational and operational influence the behavior of a target group with the structure. What point of view does the library aim of selling something. Advertising has a strong management take regarding the workflow? sales orientation and focuses on a special product A non-trivial question! Input or output orientation or service for which one has to pay. makes the difference. Input orientation means that Public relations have a more general focus. The the library does what it does. Within the framework library itself, with its mission, products, and 142 IFLA Journal 37(2)

services, is highlighted. Librarians often neglect to Marketing mutations seize the opportunities to present the library as a Before we turn to some of the marketing mutations, or whole. If they send out press releases, they are better, mutations in communication policy (Meffert, often touting for the reading by the author or events 2008), we want to point out a general distinction for children (‘Harry Potter Magic Night’ in cele- within communication policy. Every communication bration of a new volume) and forget to mention that action in marketing can be classified as ‘above-the- they are, in the first place, a non-profit information, line’ or ‘below-the-line’11. In short: ‘above-the-line’ media, and communication center with a broad refers rather to the more classical marketing, i.e. mass range of products and services (Gould 2009). A communication. The marketing messages are brought good interpretation of public relations is: PR is an to a dispersed mass via TV or radio spots, newspaper investment in the future, i.e. PR is about goodwill advertisements, large billboard advertising. You and survival strategies by demonstrating the know from your own experience how annoying 24/7 importance of the library. mass advertising can be. Therefore, a more individual Sales promotion for libraries means effective and strategy is required. efficient support for your users/customers by Below-the-line is almost the opposite of the imperso- means of a plausible sign system, a reference desk nal above-the-line (mass) marketing. It gives priority to (with mild-mannered librarians), a comfortable the individual person. Successful below-the-line action access to the collection, an attractive acquisition works without mass media (the initiators, however, are policy, and an attractive collection presentation in for media attention and word-to-mouth communica- (e.g. new media display). tion). In this context, terms like ‘customization’, ‘tailor- Personal selling emphasizes the most important made services’, ‘1:1 marketing’, ‘relationship market- feature of a library: the librarian him or herself. ing’ become more important. Promotion (teams), point There is a striking saying in Germany: ‘‘The librar- of sale (PoS), sponsoring, lottery, direct marketing (call ian is the business card (calling card) of the center, mailings), product placement, Internet/online library’’. The library itself is an inanimate organi- marketing (e.g. search engine optimization (SEO), zation. We should keep in mind that the librarians affiliate or email marketing) are some of the most themselves make the library come to life. The com- popular instruments. A witty variation of the below- petencies, the friendliness, or the commitment of the-line paradigm leads us to ‘guerilla marketing’. all employees in a library amount to an individual atmosphere, or better: a library culture (referring to organizational culture); and that makes the differ- Guerilla marketing ence. Personal selling also means that the library For several years, although already developed in the management has to develop and advance commu- 1980s, guerilla marketing has been enjoying great nicative skills by him or herself and the employees. popularity. Jay Conrad Levinson pioneered ‘Guerilla Essentially important measures, in this context, are marketing’ (Levinson, 1984). It is a counter move- suitable training courses for body language, ment against the oversaturated mass advertising negotiation techniques, active listening. wave. Guerilla marketing is analogous to the marketing mix. This form of marketing, to put it in a nutshell, The approaches briefly mentioned here, in particular provides two advantages: guerilla-marketing actions Meffert’s approach, clearly show what the essentials of require, as a rule, only small budgets. Furthermore, marketing are. The user/customer of a library wants guerilla marketing emerges where the people are, or qualified answers to the following four questions: better, and more appropriate for our purpose: where the users/customers of our library are. What products/services does the library offer The underlying idea is to attract attention by (product policy and user/customer value)? unconventional, surprising, and sometimes also What financial burden do the users/customers shocking actions. Fitting examples would be: have to absorb (price policy)? What channels are available to access (distribu- Street branding (‘Reverse graffiti’), i.e. a message tion policy)? (e.g. slogan, logo, character) is stenciled or How do the users/customers know what is going beamed on a sidewalk or on the floor of a shopping on in the library (communication policy)? mall. Word-of-mouth recommendation (‘Buzz market- With this sound basis we can now look at different ing’), i.e. an elusive message (a buzz or a tip) is marketing mutations. spread like a virus (viral marketing). The hype, Ratzek: The mutations of marketing and libraries 143

e.g. about the casual online game ‘Crazy chicken’ If we interpret guerilla marketing in the broadest had its origin in an advertising campaign for sense, it could also include ‘ambush marketing’. Johnny Walker. Viral marketing (‘Social networking’) exploits the Ambush marketing behavior of a virus which disseminates more or A further marketing mutation leads us to ‘ambush less uncontrolled from one host to another. If the marketing’, which includes a negative as well as a virus disseminates successfully a so-to-speak positive component. The negative component can be pandemic may be the result. It is obvious that paraphrased as a free rider strategy. What does that social networks like Facebook, MySpace, or mean? Major events, nowadays, are nearly inoperable video-sharing systems like YouTube are being without sponsors. Especially the times ahead of and therefore exploited. An excellent example is the during major events such as the Olympic Games or Ghostbusters flash mob at the New York Public the FIFA World Cup (soccer) are heydays for ambush Library (http://acidcow.com/pics/9940-ghostbus- marketers. The sponsor, of course, wants to transfer ters-flash-mob-in-the-new-york-public.html). the enthusiasm into his or her own corporate communications. For this privilege, the sponsor has to pay Two examples of guerilla/viral millions of US dollars. Ambush marketers take marketing for libraries advantage, without being an official sponsor. They fake a relationship with the event without being For two suitable examples of successful viral market- directly involved. By doing this, ambush marketers ing in libraries, we take a look at the German state of risk prosecution by the organizer. Baden-Wuerttemberg. Assisted by library students Public libraries, however, as non-profit institutions, at the faculty Information and Communication at dispose of an unexploited potential which can be used Stuttgart Media University (HdM Stuttgart), the legally. In the course of an event, libraries may Stuttgart City Library and the Gerlingen City Library present issue-specific media and offer exhibitions com- had each carried out a guerilla/viral marketing project. bined with readings by the author and other actions. The On the occasion of the ‘Tag der Bibliotheken’ (day Hammerfest Public Library (Norway), for example, of the libraries) on 24 October 2008, three master organized during the ‘Hammerfest days’ in July 2009 students elaborated the project ‘Kettenleser’ (chain a (Nintendo) Wii bowling action named ‘Bowling i reader). They persuaded 200 library students (and a Biblioteket’ (‘Bowling in the library’). The youngest few professors) to form a human chain, which participant was 5 and the oldest person was said to be stretched from the Stuttgart City Library to the 105 years old13 (Bok og Bibliotek, 2009). General Stuttgart Media University (approximately 1.8 kilo- speaking, such events are best suited to facilitate access meters or 1.12 miles). All participants were dressed to multimedia for the older generation. This example in T-shirts marked with ‘Kettenleser’. They were presents an excellent legal version of ambush market- sitting on cardboard stools and were reading aloud ing. The library adapted to the motto of the day, from their favorite books. This event drew attention Hammerfest – Music – Games – Entertainment, and of both passers-by and the media. Both participating became part of the festivities without being a sponsor. institutions profited from this event, e.g. an article in the newspaper Stuttgarter Zeitung. ‘Weihnachten im April’ (Christmas in April) refers Neuromarketing to another guerilla / viral marketing project. Fifteen A relatively new research program for marketers, library students from Stuttgart Media University neuroscientists, psychologists, and economists is developed various means of communication like called ‘neuroeconomics’ or ‘neuromarketing’. This flyers, brochures, posters, image video, 360-degree interdisciplinary field of research studies decision- virtual tour, and an action program for the 10th anni- making processes in the human brain (Glimcher et.al., versary of the Gerlingen City Library. To announce 2009; Sepke, 2010). Kotler et.al. (2008:993) define this week of action (19–24 April 2008), 19 front win- ‘neuromarketing’ as ‘the use of neuro-technology to dows of the library were transformed into an advent improve marketing decision making’. The stated goal calendar. The library management opened a ‘door’ of neuroeconomics/neuromarketing is to monitor the every day until the 19th. In doing so, a riddle appeared, brain (i.e. neural activities) in an economic context, e.g. ‘for what instrument was the German writer e.g. preparing for a buying decision, in real time and Gu¨nter Grass awarded the Nobel Prize in Literature’12 visualizing the coherent process by using an (answer: ‘Die Blechtrommel’/The Tin Drum). Sweets ‘fMRI-system’, i.e. functional Magnetic Resonance or small gifts were given for a correct answer. Imaging. In everyday language such an fMRI-System 144 IFLA Journal 37(2) is appropriately called a ‘brain scanner’. In other words: segment to communicate library information (see neuromarketers are searching for the ‘buy button’ in our below). Corinna Sepke chooses the limbic type brain (Glimcher et.al., 2009; Sepke, 2010). ‘performer’ as an example. Her performer is a young If you know how a person makes decisions, then you dynamic and ambitious researcher who wants to will be able to influence the process of decision- complete his research work with the help of a service making. The ‘limbic map’, then, is a useful method for oriented and motivated librarian. structuring target groups. Hans Georg Ha¨usel, a In doing so, a ‘new’ form of cooperation between psychologist and management consultant, coined the user/customer and librarian takes root: instead of ‘Ask term ‘limbic map’, which is structured as a ‘map of a librarian’ the service ‘Rent a librarian’ (see below) emotion’, or more scientific, a neurobiologically based takes on greater significance. In this case, the librarian target group segmentation. It locates the most is involved in creating moments of success. important emotions, motives, and value systems in the With ‘storytelling’ and ‘service oriented and human brain. This leads to five ‘limbic types’ that can motivated librarian’, Corinna Sepke mentioned two be isolated, viz. ‘Abendteurer’ (adventure-seekers) success factors which need to be clarified. with approximately 3 percent of the customers in Germany, ‘Performer’ (performers) with approxi- Storytelling mately 6 percent, ‘Disziplinierte’ (disciplined) with To use a song title ‘Every Picture Tells a Story’ by Rod 10 percent, ‘Traditionalisten’ (traditionalists) with Stewart, we argue that every organization tells a story, 24 percent, ‘Harmonisierer’ (harmonizers) with 32 per- too. But we should ask: Who is the story teller? What cent, ‘Genießer’ (savorers) with 13 percent, and content is communicated? Who is the recipient? ‘Hedonisten’ (hedonists) with 11 percent of the consu- Storytelling may arise out of the blue or can be the result mers in Germany. (Ha¨usel, 2007:78–79) of creative work. We will have a look at the latter. The most popular example of the results of neuro- ‘Storytelling’, also known as ‘narrative management’, marketing is the Coca Cola (Coke) vs. Pepsi battle. is a management method deployed by big companies PepsiCo ran a nation-wide taste test in 1975 to find such as Wal-Mart, Disney, or McDonalds (Boje, out which carbonate soda – Pepsi or Coke – tasted 2008: 9 et seq.). What is to be achieved? The knowledge better. The results were striking: tests where people that lies dormant in the minds of your employees, the had been blindfolded revealed that consumers pre- so-called tacit knowledge, is very valuable for your ferred Pepsi to Coke. Consumers who hadn’t been library, because often enough this knowledge brings the blindfolded, however, preferred Coke to Pepsi. solution to costly problems. The familiar management Furthermore, Coke had better sales figures and a better approaches, like project management, knowledge man- image. A neuromarketer found out that the ‘medial agement and quality management, are based on docu- prefrontal cortex’, also called the reward center, was mentable facts. These approaches miss the tacit responsible for this apparent contradiction. The medial knowledge that is hard to put into words – the valuable prefrontal cortex controls our cognitive functions like experience of the personnel, their values and attitudes preferences, thinking or judging. The Coke brand about the company remain hidden. This tacit knowledge generated a much more positive image in the medial pre- is transferred into pictures, stories, and analogies espe- frontal cortex. If this reward center is stimulated, the cially told by your employees to bring the untapped region lights up in the brain scanner (Shimp, 2008:43). potential of tacit knowledge to light. The underlying In other words, Coke stimulates the cerebral reward processes are supervised by specialists. center of a consumer. A neuromarketer encapsulated the In short: ‘‘Storytelling Organizations are about how result thus: If I were Pepsi, I would illuminate the pre- people and organizations make sense of the world via frontal cortex. With regard to libraries, this means that narrative and story’’14. Storytelling unfolds its ultimate librarians should stimulate the endorphin distribution. power in combination with the discoveries in neuromar- In this context, Elmer Wheeler’s ‘‘don’t sell the steak – keting, e.g. in compliance with the ‘limbic types’. sell the sizzle!’’ comes into play again (Wheeler, 1940). A more sophisticated version of storytelling is the The librarian Corinna Sepke (2010:66–70) developed, concept of ‘business theatre’. maybe for the first time in librarianship, some ideas for neuromarketing in libraries. Here are some of her prudent considerations: To begin with, design the products and Business theatre service in compliance with the ‘limbic types’ (see above). Business theatre15 is a management and marketing This may lead to a new definition of your target groups. method and has its origin in North America. Remember, that we are in the field of (neuro-) marketing. Followers are also found in Germany and Great Second, develop adequate stories for each target group Britain. Much the same as a play, business theatre Ratzek: The mutations of marketing and libraries 145 offers specific scenarios relevant for employees and/or (see above). The physical library has to put the customers. Conflict management, crisis management, emphasis, as we mentioned before, on personal or human resource management are only a few core communication (personal selling). In the following, topics staged in business theatre. Comparable with a we will mention four examples that meet this criterion conventional play, business theatre is enacted very well: Recherche a` la Carte (Germany); Geheime professionally. In cooperation with the corporate Schriften (Germany); InfoGate (Denmark); and La˚n management, a specialized agency is responsible for en bibliotekar (Denmark). story development and casting. What about the impact of this marketing and/or Recherche a` la Carte management strategy? The most important feature The Stuttgart City Library is organized in studios: of business theatre is its sustainability. What does this various topics with a common reference are presented mean? In contrast to conventional workshops, the together. One studio is called ‘Beruf – Karriere – content that is presented in a business theatre is kept Wirtschaft’ (vocation – career – economy). Some much longer in mind. The depicted scenes are easily creative and motivated librarians considered how a comprehensible. Participants discuss the scenes and value-added service (VAS) could be introduced to transfer the content into their daily job. this particular studio. The considerations lead to the A high-class example of business theatre is introduction of Recherche a` la Carte (search a`la ‘McKinsey kommt’ (‘McKinsey arrives’), a drama carte). Under the motto ‘you tell us what you are by the German author and playwright Rolf Hochhuth. looking for, we will find it’, the Stuttgart City Library The play clearly shows the interrelations between provides a wide range of personalized services for mass dismissals, right to work, and globalization. The various target groups and their different questions, play was first performed in 2004 in Brandenburg an i.e. in the field of ‘business search’, ‘company infor- der Havel, a German city situated in a region with mation’, ‘article search’. The first one is of interest for mass unemployment and factory closures. Rumors our objective. The ‘Bewerbungspaket last minute’ say that some performances were sold out. The reason (application package ‘last minute’) makes up the behind that: McKinsey consultants made a visit to the center of this service and serves as a basis for the theater and booked the whole theatre. Thus, the play preparation of job interviews. The application held up a mirror to the McKinsey consultants. package contains an actual application guidebook, a The author of this paper published three scripts CD-ROM on behavior and body language, some news himself, dealing with: the ascent and downfall of articles related to the company in question as well as a the information society – ‘Der Informator’ (‘The Infor- company profile. The applicant with a library card mator’) (Ratzek, 2001); the mastery of unemployment – pays EUR 10 (approx. USD 12.40) and EUR ‘Bu¨rgermeister a.D’ (‘Mayor retired’) (Ratzek, 1999a); 15 (approx. USD 18.60) for those without a card. It and ‘Trouble bei Paschkes’ (‘Trouble at Paschke’s’) is easy to understand that if they get the job they are (Ratzek, 1999b).16 ‘lost’ for the library. This is why the scope of this Libraries, no doubt, have a lot of ‘success stories’ service has been extended to company information at their disposal that are worth telling or to be enacted. and article research (Ratzek and Schreiber, 2008:21 The library tour, for example, would be ideally suited et seq.). for business theatre. The library tour, in that case, will no longer be an imposition on the heads of departments, but a chance to play an important role by Geheime Schriften telling stories. This would increase the user’s/custom- In May 2010, the Eschwege City Library in Germany er’s attention and the appreciation of the library invited children to attend a cryptography workshop storyteller. Commercial concerns, like Microsoft, or called Geheime Schriften (secret writings). In this renowned nonprofit organizations, like Greenpeace, workshop, each child produced a coding ‘machine’, master the art of self-staging. The performances of using scissors and paper. With this ‘machine’, each Apple co-founder Steve Wozniack or Microsoft CEO child now encrypted his or her name or an optional Steve Ballmer are legendary in this context. term. In a second round, the children deciphered the names or the terms of the other children. In order to get attuned, the library director reported about a train Service oriented and journey through Eastern Europe, where she had to motivated librarians master many languages and as many graphical char- Corinna Sepke mentioned the ‘‘service oriented and acters, which made oral and written communication motivated librarian’’ in the context of storytelling almost impossible. It is very useful, of course, when 146 IFLA Journal 37(2) one can get information in advance and provide and academic staff at DTU may book a librarian, oneself with dictionaries. Especially in this context, a either as an individual person or as a team, for a library is a very useful institution. This workshop is project, e.g. search, training, seminar papers. The ser- going to be the first of a series of workshops that focus vice includes expert advice, search strategy, or sup- on creativity and concentration. The customer loyalty ply. There is, as a rule, no limit for the use of this aspect is, of course, incorporated in this concept. The free service. In case of using this service for a lengthy librarian in charge is proud of many enthusiastic atten- period of time, the DTU library will charge a small fee dees and a long newspaper article in Werra Rundschau, (see also Ratzek, 2008:114 et seq.). headlined ‘Kids are cracking the Matrix’. The article, then, showed the mayor and the treasurer that the city Another creative and innovative library is a good investment. The workshop took place library service out of library hours (Hartmann, 2010). The individual librarian makes the library come alive with his or her ideas, visions, resources and persistence. InfoGate In a volatile world the scope of action may be rather For more than 25 years the Centralbibliotek Herning restricted, but creativity is primarily not a question of has been delivering high-quality business information money, it is above all an attitude, a philosophy. for the entire Danish economy. The service, InfoGate Some decades ago, we were able to foresee the next (http://www.infogate.dk/), is promoted under the few years. Such a timeframe provided planning motto ‘The way to knowledge’. InfoGate covers all security. Nowadays it seems that constant change is the branches of economy and includes the global export only reliable variable. Not only politicians or business market as well. Market research and competitive people, but also librarians need to prepare themselves intelligence or customer and product information are for ongoing constant change. Change management and only a few fields of expertise. A special department creativity is a must in successful companies. Google, for export information serves as a basis for this for example, allows its employees to spend 25 percent remarkable library service which includes Danish and of their working time on the development of new international quality databases or a reliable coopera- products and services. Following is another striking tion with the chamber of commerce or the embassies. example of creativity and innovation in libraries, The responsible librarians do not hide away (key- namely, the HOEB services. word: personal selling), but are present with a photo and competency profile (Ratzek and Schreiber, The HOEB services 2008:34 et seq.). It is worth the effort to look closely at some of the ideas and services of the Hamburger O¨ ffentliche La˚n en bibliotekar Bu¨cherhallen (Hamburg Public Book Halls) in In a diversified information and knowledge society Germany. The following three fields of activities are people not only suffer from information overload, but of special interest: INA, sign language, and HOEB4U. also from information poverty. Libraries, or much better, librarians with their services, may help to INA: The HOEB (http:www.buecherhallen.de) resolve this paradox. Recherche Coaching (Ratzek, operate a comprehensive Internet portal which can 2008:114) or ‘research coaching’ could be both a be compared to a big virtual library. INA is the quality feature for the service provided and a USP name of a user/customer oriented ‘female’ (unique selling proposition) in library marketing.17 chatbot. Since 2006, INA has been supporting the Librarians and other information professionals are user/customer in searching for special informa- helping people to overcome their specific information tion, i.e. INA compares the query with the knowl- problems. The following example shows how this is edge base of the HOEB and gives an adequate done. answer. Any query that cannot be answered We all know the ‘Ask a librarian’ service! But what properly will be logged and afterwards adjusted. about the Danish ‘La˚n en bibliotekar’ (rent or book a The knowledge base consists of more than 1000 librarian)? The Technical Information Center of queries with approximately 2000 answers. All Denmark (http://www.dtic.dtu.dk/) at the Technical queries and answers are available with up to three University of Denmark (DTU) provides two persona- variations. By the way: Stella (implemented in lized services: the well known ‘ask a librarian’ 2004) is the name of the chatbot of the State and (‘Spørg en bibliotekar’) and the value added-service University Library Hamburg. In contrast to email ‘book a librarian’ (‘La˚n en bibliotekar’). All students and FAQ both chatbots simulate a personal dialog. Ratzek: The mutations of marketing and libraries 147

Sign language: In cooperation with the Hamburger based Wiki that is a library and information science Geba¨rdenwerk (Hamburg Gesture Company)18 the related platform. The intended goal of this project was HOEB customized some content of its portal in to figure out the underlying technology (e.g. Wiki sign language (http://www.buecherhallen.de/dgs/ tools) and experiment with the possibilities (e.g. beispiel.html). All texts marked with the hand sym- content generation, presentation) of a subject Wiki. bol are available as a sign language based film. During the 3rd Leipzig Congress for Library, Informa- HOEB4U: German libraries register a sudden tion and Documentation in 2007, the project team Leseknick (drop in reading) within the target convinced Erwin Ko¨nig, head of department for group of the 14-year-old user/customer. The periodicals at the Dinges and Frick publishing house, HOEB. together with the young adult library of the project. He suggested that the project should be HOEB4U (http://www.buecherhallen.de/go/id/fj/), renamed ‘B.I.T.Wiki’ (http://www.b-i-t-wiki.de/ developed a measure, worthy of imitation, to coun- index.php/Hauptseite) and hosted on the publisher’s ter this noticed drop in reading. The daily business is server. True to the motto of the Web 2.0 movement, managed by apprentices19, the so-called Fachange- everybody is invited to contribute to the portal, and stellte fu¨r Medien und Informationsdienste (FAMI) they make ample use of this online knowledge portal (specialists in media and information services). The developed by library students. Within 4 years, a District Library Bocklemu¨nd/Mengenich in considerable user generated LIS encyclopedia has Cologne has recently started a library as a junior been created. (Kaiser and Ratzek, 2008:424–425). company, too (http://www.stadt-koeln.de/5/stadtbi- The following figures are taken from the B.I.T.Wiki bliothek/bibliotheken-archive/stadtteilbibliotheken/ statistics (http://b-i-t-wiki.de/index.php/Spezial:Statis- bocklemuend-mengen ich/03415/). Under the tik: retrieved 9 March 2011): 1,265 pages, 2,311,443 guidance of a trained librarian the FAMIs take over page views since release. A directory of library service all the duties and tasks which constitute a ‘normal’ providers with 395 company profiles is the latest public library. feature. The directory is a result of a semester project in 2008, implemented under surveillance of the author Library 2.0 and collective intelligence by master’s degree student Simon Herm. Much has been written about Library 2.0 (e.g. Casey and Savastinuk, 2009; Kaiser, 2008). Many libraries Second Life and libraries have implemented Library 2.0 services, e.g. the The erstwhile hype of the 3D virtual world seems to Stuttgart City Library in Germany with Podcasts – be over. Many libraries are present in Second Life. Audiobooks (retrieved May 12, 2010, from http:// A good example in various ways is the project www5.stuttgart.de/stadtbuecherei/) or the University Norgesbiblioteket i Second Life21 (Norway’s library of Pennsylvania Libraries with PennTags, a social in Second Life) (http://www.bokogbibliotek.no/index. tagging or social cataloging project (Matthews, php?option¼com_content&task¼view&id¼757&Itemid 2009:57). From a merely technical point of view, ¼1: retrieved 12 May 2010. A Norwegian project Library 2.0 has to do with the implementation of team, under the supervision of the Vestfold County services like blogs, web feeds (or news feeds), Library, created a library island with features worth podcasts, tagging, mashups and wikis. From a more noticing. First of all Norgesbiblioteket i Second Life socio-cultural point of view, we must ask ourselves is not intentioned for cybernauts only, but also as a to what extent do we accept ‘our’ users/customers playground for Norwegian librarians who want to as partners in the creation process of ‘their’ library. experiment with multimedia systems. The surfer is The key words in this context are ‘collective intelli- invited to take a seat on a flying carpet for a round gence’, ‘social tagging/indexing’, ‘user participation’, trip. The surfer may also wander through a magic or ‘folksonomy’. The paradigm of Library 2.0 focuses forest (‘eventyrskogen’), where he or she finds on IT based social networking, i.e. with the help of excerpts from tales, behind stones and hillocks. social software it is easy to interact and share data There is, of course, also a library building. Inside the in online communities. The following two examples library, surfers make themselves comfortable in a will indicate the range of applications. living room suite and talk about their Second Life

20 experiences with other avatars of the cyber library. From Corporate Wiki to B.I.T.Wiki Sometimes writers come by or lectures on literature In the winter term 2007 semester 12 students from are held. Workshops and reader circles can be orga- Stuttgart Media University (HdM Stuttgart) and the nized by virtual library visitors. The surfer should, in author started the project ‘Corporate Wiki’, a LIS any case, visit the Viking exhibition. To truly fit in, 148 IFLA Journal 37(2) the avatar of the surfer receives the appropriate disabilities or old age, may profit from this cost-free Viking clothing and a field kit for the adventurous media delivery service of the HOEB, which is journey back to the Viking era. Strewn over the entire operated by 250 volunteers. Since 2007 people island there are links to network resources, tips for confined to their homes or home residents have been literature, portraits of artists, and book reviews. If provided with media once a month, via appointment necessary, a catalog search is possible. In order not by media messengers, with audio books, large-print to lose touch with reality, the surfer receives tips for books, novels or nonfiction. All the members of the tar- archives and museums in the real world. get group need is a loyalty card (Kundenkarte) at the We should pay particular attention to the fact price of EUR 15 (approx. USD 19). Those who are that the library island is managed by a virtual on welfare or are financially unsound can apply for a librarian who works, of course, in the virtual fee waiver. The exemption will be handled in a prompt library building. The librarian is responsible for and unbureaucratic way. The collection consists of reference service and the library tour, but also acts 4,000 media, including 1,800 audio books (http:// as a tourist guide to the island and elsewhere in the www.buecherhallen.de/go/id/nb/ retrieved 13 May virtual world. 2010).

Libraries in a volatile world Dialog in German To survive in a volatile world, libraries (and other The German Federal Statistics Office reported a total organizations) have at least three options: population of approximately 82 million in 2009, of which immigrants accounted for 6.7 million22 and Libraries turn a blind eye to future trends second and third generation descendants of immi- 23 (‘Titanic’ phenomenon). grants accounted for 15.6 million (2008). People Libraries mimic success concepts (Free rider with a Turkish background top the statistics with 24 phenomenon/Informatics mimicry). 1.7 million. Libraries are innovative (Trend-setter phenomenon). In December 2009 the HOEB launched, in cooperation with the Hamburg Federal State Authority We will now concentrate on the latter phenom- for Social Services, Family, Health and Consumer enon. To be exact, by looking at the HOEB Media Affairs, the project Dialog in German. It is a Project Ltd., the Library of the Swiss Federal Institute library service in the form of conversation classes of Technology Zurich, and the Mobile Library. for people who passed the Naturalization Test of the Federal Office for Migration and Refugees HOEB Media Project Ltd. (http://www.buecherhallen.de/go/id/itw/ retrieved 13 April 2011). The conversation courses are The HOEB is organized into five customer areas: offered weekly. Participation is free, perpetual and ‘central library’ (all customer types); ‘district run by dedicated and professionally trained volun- libraries’ (district customers); ‘portal’ (virtual cus- teers (Bu¨cherhallen Hamburg: Jahresbericht 2009, tomers); ‘department’ (of institutional customers); pp. 36–37). and ‘media project ltd.’ (volunteers, customers). For our purposes, the Media Project Ltd. is of interest. This nonprofit company is organized in three sections: Library of the Swiss Federal Institute of ‘Media Messengers’; ‘Dialog in German’; ‘project Technology Zurich (ETH Library) development for special groups of customer’. The The ETH library focuses on user friendly and innova- HOEB implemented a special department for project tive services within the context of the electronic development, where volunteers as well as users/cus- library. This requires an ongoing elicitation of customers cooperate on new library services. The services tomer needs. It is absolutely necessary for the Library ‘Media Messengers’ and ‘Dialog in German’ have to monitor developments in librarianship and resulted from this close cooperation (Bu¨cherhallen information technology. Furthermore, the Library Hamburg. Jahresbericht, 2009, pp. 46–47). examines relevant products, services and strategies with the view to implementing them. To secure this HOEB Media Messengers strategy, the management of the ETH Library A useful library service originating from the Media implemented a new department called Innovation and Project Ltd. is the Medienbote (Media Messenger). Marketing. A detailed presentation of the concept and Those who cannot leave their home, due to illness, the services are available at http://www.slideshare. Ratzek: The mutations of marketing and libraries 149 net/ruedi.mumenthaler/innovationroduktmanagement customers, too (besides financial distress). The (retrieved 23 April 2010). German library cemetery (bibliothekssterben.de) is a good example (see above). Knowledge should not degenerate into something Closing words that can be found only in digital stores. This could The situation is clear. The first decade of the third be the end of the library profession, at least on top millennium is characterized by local and interna- management level. This tendency became apparent tional crises. What we need are meaningful institu- in the summer of 2010 at the world’s largest econom- tions which provide orientation through chaotic ics library, the German National Library of Economics times, and libraries are meaningful institutions if ZBW – Leibniz Information Centre for Economics. Its they understand how to make themselves heard. newly appointed director is not a librarian, but a com- This means first and foremost information and puter scientist (http://www.zbw.eu/presse/pressemit- communication, in the form of lobby work and teilungen/2010_06_01.htm: retrieved 01.06.2010). marketing. But: what is to be communicated? The We must learn to be more egoistic, in the truest benefits from which the user/customer of the library sense of the word, i.e. we should feature our qualifica- can profit. And this requires effective and efficient tions, our consulting expertise, and our media measures. Here, then, is the place where marketing expertise. We should also keep in mind that one very with its broad range of measures comes into play. important tool in communication policy (see above) is Commercial enterprises like Apple or Microsoft or ‘personal selling’, i.e. the way in which we do our powerful non-profit organizations like Greenpeace job face-to-face. These are the basics to gain high show how it works. Libraries, in contrast, often esteem. confuse isolated public relations actions with market- This should be integrated into professional educa- ing. Only a few libraries go in for marketing in the tion courses, as is practiced by the author. In doing proper meaning of the word (see above). And if they so, we open up a lucrative perspective for our students do marketing, they prefer – as a rule – the classical and graduates, i.e. the positioning of information pro- tools (above-the-line marketing). In many cases, the fessionals within the information and knowledge soci- below-the-line sector is left out of consideration. This ety as troubleshooters, problem solvers or consultants. paper has emphasized the wealth of opportunities However, this requires the ability to transform data within the world of marketing, especially ambush into information, information into knowledge, and marketing, neuromarketing, or viral marketing. On knowledge into new insights. With these unique the basis of theoretical considerations, we made room selling propositions or talents, graduates will be able for examples from practice, mainly from Germany to achieve something in today’s professional world. and Scandinavia. The presented results made clear The management of a library has to set the agenda that money is not everything; creativity, on the con- in the form of a mission statement, which defines the trary might compensate a lot. The personal commit- purpose (including the designated targets) of the ment (self-marketing) of each librarian guarantees library. The available resources have to be organized high-quality library services, an essential prerequisite or acquired so that the objectives can be achieved. for surviving in a crisis-ridden world. The results indicate, for example to the treasurer or It is also worth considering the euphoria over digi- funding bodies, how effective the management was. tization and Library 2.0. The digitization wave spills In other words, in addition to comprehensive com- over libraries and provides the IT industry with fat mercial knowledge, extensive communication skills contracts. Librarians are in danger of falling into the – or better, extensive marketing and negotiation IT trap. Digitization is of importance, no doubt, but (storytelling) skills – are required. Finally, the leader- we should not lose the factor of nearness to our ship, in cooperation with the funding bodies, is users/customers (key word: book a librarian). The vir- responsible for the preservation and expansion of ade- tualization of library services, such as web-OPACs or quate jobs in libraries. downloading of e-docs, disconnects the users/custom- No doubt many librarians do an excellent job, they ers from the physical library. The Sengkang Commu- are creative, motivated, and qualified. We are nity Library in Singapore (Ratzek, 2006) or the weakened if we do not combine our competencies. Bokomaten (analog to an automated teller machine/ Librarians, information scientist, archivists, or ATM) in Sweden (Ratzek, 2005) are good examples documentalists are all content-driven information of fully automated libraries, where library services are professionals. Why not jump barriers and bundle our available without librarians. An imminent closing strengths, so that we become highly respected consul- down of libraries may be caused by a decline in tants in economy, education, politics, R&D? The 150 IFLA Journal 37(2)

Norwegian kulturnett.no (http://www.kulturnett.no/) is stage (Pine and Gillmore, 1999) and Experience-based a good example of how libraries, museums and archives communication (Ornbo, Sneppen and Wu¨rtz 2008). can achieve synergy effects. This portal, initiated and 16. Although interest existed, the performance failed for one financed by the Ministry of Culture and Church Affairs, reason or another. functions as an official gateway to culture in Norway. 17. In academic education, we may at least distinguish three quality levels of presentation: Lecturing represents the first level of experience, where an instructor explains a special Notes field. Training will then be the second level where the students get the chance to practice the special contents of teach- 1. Both library projects had an extremely long planning phase. ing. Coaching will be the highest level of learning by Bibliothek 21 had an architectural competition in 1999 and experience where a student or researcher has a real problem an expected completion date in 2011. Nye Deichmanske to master, e.g. do research on one’s dissertation or do research Bibliotek existed on paper only with an architectural compe- on biomedical engineering with nanotubes. tition in 2001 and an anticipated completion date of 2017. 18. The Hamburger Geba¨rdenwerk is a company constituted 2. http://marvin.bibliothek.uni-augsburg.de/bibliothekssterben/. under civil law (German: GbR/Gesellschaft bu¨rgerlichen 3. BIB (Berufsverband Information Bibliothek, i.e. Staff Orga- Rechts). They provide content in German sign language via nization Information Library) CD-ROM and DVD. 4. In Germany libraries are considered cultural artifacts, and as 19. A skilled (non academic) trade. such fall within the responsibility of German federal states. 20. B.I.T. stands for Bibliothek (library), Information, Technolo- Germany, in contrast to most of the European countries, has gie (technology). The three letters refer to the printed journal no nation-wide library law as a consequence of its federalist B.I.T.online, edited by Dinges & Frick. system. 21. http://slurl.com/secondlife/Norgesbiblioteket/76/152/21/ 5. http://www.marketingpower.com/aboutama/pages/ retrieved 13 May 2010 definitionofmarketing.aspx 22. http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/ 6. Especially in Germany there are different views of how to Internet/DE/Navigation/Statistiken/Bevoelkerung/Migration name a person who comes to a library. ‘Leser’ (reader) is Integration/AuslaendischeBevoelkerung/Auslaendische rather old-fashioned. Today, ‘Benutzer (user) or ‘Kunde’ Bevoelkerung.psml retrieved 13 May 2010. (customer) are commonly used. The difference between these 23. http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/ two paradigms is more or less economic considerations. The Internet/DE/Navigation/Statistiken/Bevoelkerung/Migration author prefers ‘customer’ to stress the necessity of marketing, Integration/MigrationIntegration.psml retrieved 13 May 2010. controlling, cost accounting, service commitment, contract 24. http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/ management, or human resources development. The view Internet/DE/Content/Statistiken/Bevoelkerung/Migration meets the requirements of the New Public Management Integration/AuslaendischeBevoelkerung/Tabellen/Content75/ (NPM). For an introduction, see Politt, Van Thiel and Hom- Geburtsort,templateId¼renderPrint.psml burg, 2007. The North American ‘patron’, in my opinion, does not meet all the requirements of the NPM. 7. http://www.bibliotheksportal.de/hauptmenue/service/kalkulator/; References knb – Kompetenznetzwerk fu¨r Bibliotheken (the Compe- Boje, David M. (2008) Storytelling organizations. London: tence Network for Libraries) is a service provider for the Sage. entire German librarianship. Bok og Bibliothek. (2009) Bowling i biblioteket. Retrieved 8. http://www.maine.gov/msl/services/calculator.htm 5 April 2010, from http://www.bokogbibliotek.no/ 9. My students produced some library video for German index.php?option¼com_content&task¼view&id¼1154& libraries, e.g. City Library Gerlingen (http://www.gerlin- Itemid¼1. gen.de/servlet/PB/menu/1273930_l1/index.html) or City Booms, Bernard H. and Bitner, Mary Jo (1981) Marketing Library Stuttgart (http://www.youtube.com/watch?v¼ strategies and organization structures for service firms. 2gk7xvOYJrU) In Donelly, J.H. and George, W.R. (eds.) Marketing of 10. Service packages are complex measures, such as reference services. Chicago: American Marketing Association, service or user training. pp. 47–51. 11. The origin of the terms is vague. Probably the water line is Casey, Michael E. and Savastinuk, Laura C. (2009) Library meant. 2.0: a guide to participatory library service. Medford, 12. The prize was actually awarded for his life’s work. New Jersey: Information Today. 13. An interview with the head librarian revealed that the lady Glimcher, Paul, W., Camerer, Collin F., Fehr, Ernst and was 86 years old only. Poldrack, Russel A. (eds.) (2009) Neuronomics. Lon- 14. David M. Boje makes a difference between ‘narrative’ and don: Academic Press. ‘story’. Quoting Mikhail M. Bakthin, Boje explains: A Gould, Mark, R. (ed.) (2009) The library PR handbook. ‘‘(s)tory is more ‘dialogize’ than narrative, with fully embo- High-impact communications. Chicago: American died voices, logics, or viewpoints ( ...)’’ (Boje, 2008: 3). Library Association. 15. For an excellent introduction to the idea of staging see The Hartmann, Fabian. (2010) Kids knacken die Matrix. In experience economy. Work is theatre & every business a Werra Rundschau, 7 May. Ratzek: The mutations of marketing and libraries 151

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(2008) Kaiser, Ronald and Ratzek, Wolfgang. (2008) B.I.T.Wiki Bibliotheksdienstleistungen als Beitrag zur regionalen feiert 1. Geburtstag. B.I.T.online. 11(4) 424–425. Standortentwicklung und Wirtschaftsfo¨rderung. In Kotler, Philip, Armstrong, Gary, Wong, Veronica and Ratzek, Wolfgang and Simon, E. (eds.). Wirtschaftsfo¨r- Saunders, John (2008) Principles of marketing. 5th derung und Standortentwicklung durch Informations- European edition. London: Ovum. dienstleistungen. Das unterscha¨tzte Potenzial der Kulturetaten: Deichmanske bibliotek. Oslo (2010) Bibliotheken. Berlin: Simon Verlag fu¨r Bibliothekswis- Retrieved 4 May 2010 from http://nye.deichman.no/ sen, pp. 11–39. 2010/04/22/strategi-for-nye-deichman-les-mer-om-tan- Sepke, Corinna. (2010) Neuromarketing fu¨r Bibliotheken. kene-og-ideene-som-ligger-til-grunn-for-planleggingen- Passt das zusammen? / Neuromarketing for Libraries. av-det-nye-hovedbiblioteket/. How does these two go together? In Ratzek, Wolfgang. Levinson, Jay. C. (1984) Guerilla marketing: Secrets for Lobbyarbeit fu¨r Information Professionals. Bad Honnef: making big profits from your small business. Boston: Bock þ Herchen, pp. 57–71. Houghton Mifflin. Shimp, Terence A. (2008) Advertising, promotion, and Matthews, Joseph, R. (2009) The customer-focused library: other aspects of integrated marketing communications. Re-Inventing the public library from the outside-in. 8th ed., Mason, OH.: South Western. Cengage Learning. Santa Barbara, California: Libraries Unlimited. Wheeler, Elmer. (1940) Sizzlemanship. New tested selling McCarthy, Edmund Jerome. (1960) Basic marketing. A man- sentences. New York: Prentice Hall. agerial approach. Homewood, Ill.: Richard D. Irwin. Meffert, Heribert. (2008) Marketing: Grundlagen marktor- About the author ientierter Unternehmensfu¨hrung.10th ed. Wiesbaden: Wolfgang Ratzek is Professor in the Library and Informa- Gabler. Ornbo, Jens, Sneppen, Claus and Wu¨rtz, Peter F. (2008) tion Management Program at the Faculty of Information Experience-based communication. Berlin: Springer. and Communication at the Stuttgart Media University, Pine, B. Joseph and Gillmore, James H. (1999) The experi- Germany. He teaches courses in marketing, human ence economy. Work is theatre & every business a stage. resources management, controlling, and cost and account- Boston: Harvard Business School Press. ing. With his students he regularly carries out projects with Politt, Christopher, Van Thiel, Sandra and Homburg, libraries and media companies. His professional career Vincent. (eds.) (2007) The new public managementin Eur- began as a trained toolmaker. Following this, he studied ope. Adaptations and alternatives. Basingstoke: Palgrave. information science and Scandinavistics at Freie Universi- Ratzek, Wolfgang. (ed.) (2010) Lobbyarbeit fu¨r Informa- ta¨t Berlin. While still a student he led a German- tion Professionals. Bad Honnef: Bock Herchen. þ Scandinavian information service in the field of technology Ratzek, Wolfgang. (2009) Die Bibliothek 21 – Tradition transfer. After graduation, he worked in senior positions in und Innovation. B.I.T.online, 12(2), 168–171. Ratzek, Wolfgang. (2008) ... und was kommt nach der marketing, management consultancy, human resources Informationstechnik. In Kaiser, Ronald: Bibliotheken management, and as a lecturer at numerous universities. im Web 2.0 Zeitalter. Wiesbaden: Dinges & Frick, Simultaneously, he earned a doctorate degree (Dr.phil) in pp.106–119. information science at Freie Universita¨t Berlin. His work Ratzek, Wolfgang. (2006a) Libraries on the agenda! The results are documented in numerous publications. Postal Presidents-elect’s planning session in Seoul. IFLA Jour- address: Hochschule der Medien Stuttgart, Fakulta¨t Infor- nal 32(4), 368–373. mation und Kommunikation, Wolframstrasse 32, DE- Ratzek, Wolfgang. (2006b) Singapur – Eine ‘Schatzinsel’ 70191 Stuttgart, Germany. Tel: þ711-25706-164. Fax: in der Welt der Bibliotheken. B.I.T.online, 9(3), 41–43. þ711-25706-300. Email: ratzek@hdm-stuttgart. IFLA Reports

International Federation of Library Associations and Institutions 37(2) 152–167 LIBRARIES DRIVING ACCESS TO ª The Author(s) 2011 Reprints and permission: KNOWLEDGE: ACTION FOR sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211410533 EUROPE. REPORTS ON THE IFLA ifl.sagepub.com PRESIDENTIAL MEETING, APRIL 2011

The IFLA Presidential Meeting 2011 – a summary

Ingeborg Verheul IFLA Communication & Services Director

Fiona Bradley IFLA ALP Coordinator

Stuart Hamilton IFLA Senior Policy Advisor

Introduction In organizing this conference, IFLA and FOBID partnered with the leading European library organiza- IFLA has organized a series of Presidential Meetings tions that are active in the area of copyright and open linked to the IFLA Presidential theme since 2007. The access: LIBER (Ligue des Bibliothe`ques Europe´enes theme of 2009–2011 IFLA President Ellen Tise is de Recherche: Association of European Research ‘Libraries Driving Access to Knowledge’. Libraries), EBLIDA (European Bureau of Library, On 14 and 15 April 2011, the IFLA Presidential Information and Documentation Associations) and Meeting 2011, which linked to Ellen Tise’s Presiden- SPARC Europe (Scholarly Publishing and Academic tial Theme, took place in the Koninklijke Bibliotheek, Resources Coalition – Europe).4 The conference was the National Library of the Netherlands, in The Hague generously sponsored by a number of IFLA Corpo- (Netherlands). rate Partners and The Hague Based Institutions.5 This 2-day conference was jointly organized by The continuous stream of tweets6 and all the pictures 1 IFLA and the Netherlands Library Forum (FOBID) . on IFLA’s FLICKR page7, show the success of Under the theme ‘Libraries driving access to knowl- this event. edge: Action for Europe’, several prominent and In this issue of IFLA Journal you will find a inspiring speakers addressed current issues for lib- summary of the IFLA Presidential Meeting, and a raries concerning copyright, open access and human report on the Students Session, which immediately rights. Around 180 participants attended this event, followed the Conference on the Friday. The keynote which brought up a lively discussion and an interesting of IFLA President Ellen Tise is included full text. exchange between librarians, representatives of the Also included is the keynote speech of Neelie Kroes, European Commission, specialists in copyright, open Vice-President of the European Commission, access and human right issues and LIS students. Impor- tant outcomes of the Presidential Meeting were firstly 2 the release of the IFLA Statement on Open Access and Corresponding author: secondly the Treaty on Copyright Exceptions and Ingeborg Verheul, PO Box 95312, The Hague, 2509 CH 3 Limitations for Libraries and Archives . Email: [email protected] Reports 153

Commissioner for the Digital Agenda, a FOBID The first conference day report on the 2-day conference and a report by one The first conference day covered Access to Informa- of the LIS Students. Additionally you’ll find some tion as a Human Right and Copyright. Day chair was more information on The Hague World Library Cap- Maria Heijne, FOBID Chair and Head Librarian of ital initiative. This is an initiative from FOBID and it the Technical University in Delft (Netherlands). The was launched during the reception at the IFLA three keynote speeches were given by IFLA President Presidential Meeting 2011, by the IFLA President and Ellen Tise, Mr. Renk Roborgh, Director General a representative of the Municipality of The Hague. Higher Education, Vocational Education, Science and Emancipation, from the Dutch Ministry of Education, Culture and Science, and by Yvo Volman, Deputy Head Why this conference? of the ‘Access to Information’ unit, Directorate-General Europe’s libraries are the driving force behind the Information Society and Media, European Commis- knowledge society. They provide access to the infor- sion. Ms. Neelie Kroes, the Vice-President of the mation that underpins the continent’s creativity and European Commission, Commissioner for the Digital economic growth. Libraries are unique spaces for Agenda, addressed the audience through a video 8 sharing, learning and research for all members of message, which was inspiring and very well received. society, regardless of their knowledge needs. The digital environment offers libraries many Session 1: Access to Information as a opportunities, and library services are adapting to Human Right take advantage of this situation. New forms of access, new attitudes to information sharing and a In the session on Access to Information as a Human complex European legislative framework demand Right the following questions were addressed: clear policies to help libraries fulfil their objectives. Why is this issue important? IFLA is the premier organization representing What role do libraries play in protecting and pro- libraries at a global level, and it is to IFLA that the moting human rights? library community across Europe, and the world, What challenges do new pieces of legislation such looks for leadership on the important issues facing as the Digital Economy Act present for libraries? libraries in the digital age. The Presidential Meeting What policy responses are necessary for libraries addressed three distinct yet interconnected areas: to continue to protect human rights in light of this access to knowledge as a human right; copyright; sort of legislation? What solutions are being pro- and open access. It tackled these issues from the posed by IFLA? What can IFLA members/library perspective of libraries, clearly stated the problems professionals do? libraries face and then identified the actions and pol- How can libraries play a bigger role in European icies that are needed to find solutions. The area of discussions about the right to access information focus is Europe, although in cases such as copyright, on the Internet? the discussion held had ramifications on an international level. Keynote speaker of this session was Ja¯nis Ka¯rklin¸sˇ, The concept behind the conference was that the Assistant Director-General for Communication and libraries would present their needs to European policy- Information, UNESCO. Ja¯nis Ka¯rklin¸sˇ stated that makers – representatives of the European Commission, while information and communication technologies Members of the European Parliament (MEPs) and offer new possibilities for accessing information, they members ofthe Dutchgovernmentand civil service, and do not remove regulatory and other barriers that exist that the two new IFLA positions on Copyright and on in some countries. ICTs create unprecedented oppor- Open Access would be presented in each area. The tunities for citizens to exercise freedom of expression, idea also was to raise the visibility of IFLA, EBLIDA, enabling them to access information anytime, any- LIBER and FOBID inside and outside of the library where. At the same time, ICTs raise new issues relat- community. ing to human rights, privacy, and communication The meeting therefore was all about the promotion through social networks. UNESCO is studying these of clear messages. At the same time it could be seen as new trends under the premise that the existing princi- a starting point for library advocacy activity in the ples of freedom of expression should be applied to three areas at a European level and, for copyright, at both traditional as well as ‘new’ media. the international level of the World Intellectual He continued stating that libraries, as centuries Property Organisation (WIPO). old guardians of knowledge, will remain instrumental 154 IFLA Journal 37(2) in the digital age in helping people to navigate the response to the legislation. Ekholm however called information deluge. In moving towards the transition upon the European Union to ensure that public access to a ubiquitous Internet Society where the web will intermediaries such as libraries are not forced to com- become the primary destination of most citizens, promise their users’ privacy in pursuit of the libraries will continue to preserve the world’s knowl- protection of business interests. edge, enabling access to a broader public through the Each session ended with a panel discussion, use of digital technologies. UNESCO will continue including speakers, representatives from the European working with IFLA and the community of library and Commission and invited guests who were considered information professionals to prepare and accompany specialists in the topics discussed. The first panel discus- this transition to a truly digital age, by leveraging the sion was led by Jens Thorhauge, CEO of the Danish possibilities of a rights-based approach to building Agency for Libraries & Media. Member of the Eur- knowledge societies, using new technologies. opean Parliament, Marietje Schaake (Committee on Karklins was followed by Gerald Leitner, EBLIDA Foreign Affairs and Committee on Culture, Media, Edu- President, who talked about a library policy for cation, Youth and Sports) gave a vivid response and human rights in Europe. Leitner noted missed oppor- insight to the human rights and libraries issues at a tunities by libraries, including the Copyright Direc- European level. tive 2001, and the lack of a white paper on libraries at the European level. Yet, he also noted, the economic crisis presented the chance for libraries to change their Session 2: Copyright strategy and work with the European Commission, In the afternoon, the floor was open for Copyright. rather than waiting to react to the next hindering direc- In the second session, the following topics were tive. The need for cooperation between libraries and discussed: publishers was emphasized. As publishers develop new business models in the e-book era, libraries need to par- Why is this issue important to libraries? ticipate in discussion on which models will best serve What are the challenges that the current copyright library users, and authors. system presents to libraries in the digital age? Third speaker in the Human Rights Session was What solutions are the library community propos- Kai Ekholm, FAIFE Chair, who talked about the ing? What is IFLA proposing? implications for human rights of specific legislation Who do libraries need to reach to achieve their in the European Union – so-called ‘graduated goals? What can IFLA members/library profes- response’ laws that could force libraries to monitor sionals do? their networks for copyright infringement, thus affect- How can libraries carry out effective copyright ing user privacy. Ekholm stressed the importance of advocacy within European political institutions? paying attention to the Digital Economy Act (United What partners do libraries need to be successful? Kingdom, 2010), HADOPI (Haute Autorite´ pour la diffusion des oeuvres et la protection des droits sur Keynote speaker in the Copyright session was Pro- internet, France, 2010) and other moves towards grad- fessor Ruth Okediji from the University of Minnesota. uated responses that have broad implications for She gave a very inspiring keynote on legal and policy libraries and other public access intermediaries. challenges for libraries in the Age of Digital Books. Under graduated response legislation, libraries may Libraries, she stated, have historically enjoyed a be classed as Internet Service Providers, or Internet privileged position in national policies affecting Service Subscribers. In the former, libraries may need access to and use of literary and artistic works. to police use made of the Internet by users. In the latter, Libraries were once fully insulated from copyright’s libraries risk having their Internet connection sus- proprietary impulse, and instead were regarded by pended should the actions of any users be determined policymakers as institutions vital for the effectuation to infringe copyright. The lack of clarity around the of copyright’s principal objective, namely, the disse- definition of libraries in such legislation, the costs mination of knowledge and the advancement of learn- of compliance and the implications for user privacy ing. Since the conclusion of the TRIPs (Trade Related sees the issue as a priority for FAIFE. Now, Ekholm Aspects of Intellectual Property Rights) Agreement in stated, is the time to act – to choose between adapta- 1994, however, rapid technological and legal changes tion and inertia; or between working for legitimate in international copyright law and policy have funda- alternatives to access, rather than against restriction. mentally altered this classic view of the role of IFLA’s Internet Manifesto and its Guidelines9 are libraries. Libraries now are increasingly treated as key documents in this context as the libraries’ collateral to copyright law and are subject to its Reports 155 peremptory reach in the exact same manner as indi- Member States of the World Intellectual Property vidual users. Expanded copyright interests and tech- Organisation (WIPO). IFLA believes that accep- nological controls enacted pursuant to the WIPO tance of this treaty and its underlying principles, at Copyright Treaty pervasively limit the ways in which both the international and national levels, is critical libraries can legally adjust their services in response for the future of libraries, archives and our readers to massive digitization of literary works. In all, inter- throughout the world. national copyright law and its national The Panel for this session was chaired by Ruth corollaries generally are less welcoming of any form Okediji. Special guests on this panel were Chris of content dissemination not controlled by the author- Friend from the World Blind Union and Yvo Volman, ial prerogative. the speaker from the European Commission who Okediji then provided the audience with an analysis spoke in the morning keynote session. Chris Friend of the key provisions of international copyright law, elaborated on the work of the visually impaired at including emerging trends in national implementation/ WIPO and Yvo Volman gave a response from the interpretation of those provisions that have significant Commission’s point of view. A vivid discussion with implications for libraries. She closed her presentation the audience followed. with a review of the prospects for ongoing international The first conference day was closed with a recep- reform efforts with respect to exceptions for libraries tion hosted by the Mayor of The Hague, at The Hague under the Berne Convention framework, and offered Public Library, and a conference dinner – for which some insights on how the library community should occasion the tables were shaped in the form of the let- respond to continuously evolving challenges given the ters I F L A. During the reception The Hague–World existing structure of international copyright law. Library Capital Initiative was launched (see separate The second speaker was Ben White, Head of Intel- report below). lectual Property from the British Library, who talked about new partners for libraries in a discussion of the Copyright for Creativity Declaration10, to which The second conference day IFLA is a signatory. He outlined how digitally literate The second conference day was fully reserved to discuss researchers, students and citizens – all who depend on open access issues. Tone Moseid, IFLA Governing libraries – are becoming increasingly frustrated with Board Member from Norway and current Chair of the the lack of common-sense flexibility provided them IFLA Section on Library Services to People with Spe- by copyright law, the slow pace of legislative change, cial Needs, chaired the second conference day. and the restrictive terms and conditions offered them Ingrid Parent, IFLA President-elect, opened through contract law. Libraries have started to work with an inspiring speech on challenges and changes with a wide range of other groups – such as the for libraries of the 21st century. In a preview of her Copyright for Creativity Declaration10 –tovoice Presidential theme, Parent discussed how libraries can these important access to knowledge issues in order become the user’s path of least resistance to informa- to stimulate education, innovation and scientific tion by embracing the principles and practices of discovery. White very efficiently sketched the back- inclusion, transformation, innovation, and conver- ground to these developments, as well as the con- gence. She described how libraries now are in a crete policy recommendations being made by pivotal position to be a positive force for change, par- libraries to ensure a vibrant culturally and economi- ticularly in the democratization of information access. cally successful information society. She also underlined the potential peril that lies in the Finally, the floor was open to Winston Tabb, Chair convergence of inexpensive digital and communica- of the IFLA CLM/FAIFE committee, who publicly tions technologies that have allowed users to find introduced, for the first time, the Draft Treaty on their own path to information – a path that may Copyright Exceptions and Limitations for Libraries bypass libraries altogether. If they are to remain rel- and Archives. From its inception 400 years ago, evant in the digital age, and faithful to the principles copyright has been viewed as a means of advancing of open access, libraries of all types and in all regions knowledge and innovation through a careful balan- of the world must be prepared to explore new meth- cing of user’s and creator’s rights. In recent years, ods of operation. That will require the exploration of however, this balance has been substantially eroded radical ideas for engaging with users, adapting new – to the detriment of libraries, archives and the users service models to meet their constantly changing we serve. To help restore the balance that is the needs and demands. essence of copyright, IFLA has drafted a treaty In the session on open access the following issues for libraries and archives for consideration by the were discussed: 156 IFLA Journal 37(2)

Why is this issue important to libraries? line between scientist and traditional library user is Why is this issue important to broader society? becoming more and more blurred. The principles of What effects can it have for education? open access that have been applied to academic and How can libraries promote this issue at a European research libraries could also assist public libraries in level? How can open access be incorporated into increasing access to information for all members of European research and education policies? Why society. However, open access is not only a new con- should it be? cept of organizing and opening up the distribution of What is IFLA doing about open access? What is scientific information. It is also a new value system IFLA trying to achieve? that aims at making knowledge sustainable by ensuring free and open access and unrestricted use Paul Ayris, the President of LIBER, gave the for everyone – a system that calls for a new under- keynote overview speech. He described how Eur- standing and practice of copyright. Many public opean universities and their libraries are moving to libraries in Europe currently are very active in a position where open access dissemination addresses assisting their users in their information needs by a number of key agendas. Firstly he reviewed the eco- offering new services, including new media and nomic framework for open access, based on detailed adopting new roles. costing studies from the UK, and then presented some The final presenter was Bas Savenijie, Director of case studies where open access has been used to the National Library of the Netherlands. Savenije pre- deliver on key institutional challenges. Special atten- sented the IFLA Statement on Open Access in public tion was given to the work being undertaken by for the first time. IFLA is committed to the principles LERU (League of European Research Universities) of freedom of access to information and the belief in the area of open scholarship and open knowledge that universal and equitable access to information is and he presented several cases of successful imple- vital for the social, educational, cultural, democratic, mentation of open access approaches in the fields of and economic well-being of people, communities, and research publication and research theses. Ayris sug- organizations. Open access is a movement whose goal gested a very interesting road map for all European is to provide free access and re-use of scientific knowl- universities and their libraries to follow, to adopt open edge in the form of research articles, monographs, data access approaches to the dissemination of teaching, and related materials. Thus, open access is an essential learning and research outputs. issue within IFLA’s agenda. Paul Ayris was followed by Paola Gargiolo, who Recently, IFLA has formulated a statement on works for the Inter-University Consortium for the open access, clarifying IFLA’s position and strat- Application of Super-Computing for Universities and egy, striving towards open access to research, edu- Research (CASPUR) and who is strongly connected cational resources, research data and cultural to SPARC Europe. Gargiolo discussed how open heritage. IFLA will, among others, establish part- access should be included in European education and nerships with organizations that are promoting research policy. She noted that the challenges in scho- open access and provide its members with a clear larly communication, the opportunities offered by set of recommendations. continuing developments of ICT and the needs of the The panel was moderated by Paul Ayris. Special knowledge economy and society demonstrate that guests in the panel were Celina Ramjoue, Policy Offi- open access to academic and scientific output will cer of the European Commission in the Directorate- play an inevitable role in the future of educational and General for Research, Science, Economy and Society research institutions. The dissemination of informa- Directorate, Governance and Ethics Unit and Iryna tion through open access offers great advantages and Kuchma, who is Open Access Manager, Electronic opportunities at the same time it is a big challenge, a Information for Libraries (EIFL). main shift in the status quo. Barbara Schleihagen, Executive Director of the German Library Association, and IFLA’s Treasurer, Outcomes and advocacy was the third session speaker. She elaborated on open follow up plans access and public libraries, a subject that has not been During both conference days, the call for broad partic- often discussed before. Schleihagen described how ipation, partnership and collaboration between the variety of online information resources has now libraries and associations has been overwhelming. It expanded so much that users expect to find answers connected the conference’s themes in a very promis- to even the most complex questions online. In areas ing way. This is how IFLA President Ellen Tise sum- such as technical research or health information, the marized the conference outcomes: Reports 157

Vice President of the European Commission Therefore, IFLA, working with its European Neelie Kroes said in her video speech that ‘‘The pre- partners, invites you to join us in this task. The servation of cultural heritage depends on libraries advocacy work that we must undertake will need going digital’’. We are all in agreement on this, but all of our associations and institutions to make it there is more to it, because the preservation of access a success. If we work together, we can make it to information as a human right depends on libraries happen. seizing the opportunities of the digital world. If we do not step up to the plate on behalf of people’s right to IFLA will take action to work towards a European access information then who will? agenda by providing a forum for stakeholders in In this conference we have heard how we can Europe to work together. We are already working begin to make this happen. We have heard calls for with library associations at the national level to co-operation and co-ordination of our advocacy provide training and advocacy tools to educate activities. We have agreed that we need deeper about the role of copyright committees and dialo- engagement in Brussels and at WIPO. We can see gue with national copyright offices. An opportunity that public libraries, academic research libraries and national libraries must have a strategy together to for all IFLA members, regardless of whether in move a concrete library agenda forward. The confer- Europe or not, will be the Copyright for Library ence has given us a platform to discuss how we can Associations training module, which will be avail- do this and now we must move to the next level. able for download from IFLA’s Online Learning MEP Marietje Schaake walked straight into the Platform. The module provides guidance to asso- room on Thursday and told us the things she ciations on forming copyright committees, enga- believed in. We need to be able to do the same – ging stakeholders, and meeting with copyright to clearly and succinctly articulate what it is that officesintheircountrytoworktowardsmore libraries want from our policy makers. As she said, balanced frameworks. if we have a policy maker in a room for an hour and fail to convey what we want, then we are fail- ing. We have to do better. The conference speakers Notes have given us some ideas on what we have to do. 1. See for more information on FOBID Netherlands Library Forum: And IFLA has given us some concrete platforms http://sitegenerator.bibliotheek.nl/fobid/overig36/overig36.asp to use in our advocacy. 2. http://www.ifla.org/en/news/just-released-ifla-statement-on- The draft treaty on copyright exceptions and limita- open-access tions for libraries and archives clearly articulates the 3. http://www.ifla.org/en/news/just-released-draft-treaty-on- things we want to see in copyright law to enable copyright-exceptions-and-limitations-for-libraries-and- libraries to do their jobs. The IFLA Statement on Open archives Access sets out our position and gives us a roadmap to 4. Eblida: http://www.eblida.org/; LIBER: http://www.libereurope. work with our members to promote open access at all eu/; SPARC Europe: http://www.sparceurope.org/ levels. Now all of us need to take these statements and 5. Sponsors of the IFLA Presidential Meeting 2011 were: NBD make them heard. IFLA wants to be able to build on Biblion, OCLC, Brill Publishers, ISS, The Hague Public this meeting and turn the words into actions. Library, Sage and the Koninklijke Bibliotheek. To begin with, we will provide a platform for Eur- 6. http://twitter/com/IFLA_HQ ope’s leading library organizations to come together 7. http://www.flicr.com/photos/ifla/sets/ [IFLA Presidential Meeting to work on a coherent strategy that will help us achieve 2011] our aims. We heard many times yesterday about the 8. The full text of the speeches are available through the confer- need for cooperation, coherence, proactivity and not ence website of the IFLA Presidential Meeting at the IFLA reaction. IFLA will organize a meeting to take place website. as soon as possible so that we are ready to rise to the 9. http://www.ifla.org/en/publications/the-ifla-internet-manifesto challenges now, not next year. We need joined up 10. http://www.copyright4creativity.eu/bin/view/Public/ thinking and actions, so that we don’t just catch the rab- 11. This comparison is explained in the article by Shaked Spier, bit, we catch the elephant!11 below. 158 IFLA Journal 37(2)

IFLA imperatives: expounding access to information

Ellen R. Tise IFLA President 2009–2011, Senior Director, Library and Information Services, University of Stellenbosch, South Africa

I would like to begin by thanking FOBID and the The three core issues to be debated at this year’s Koninklijke Bibliotheek for graciously offering to Presidential meeting are information as a human host the IFLA Presidential Meeting for 2011. The right, the protection of one’s intellectual creations connection between the Netherlands, especially The (copyright) and open access. All of these issues can Hague, and IFLA is a long and strong one. The Hague be subsumed under a theme, ‘the democratization of has been the location of IFLA’s Secretariat for many information’. I see the democratization of information years. Dutch libraries have been very strong support- in very broad terms, namely, everyone should have ers of IFLA and for that, as President, I would partic- equitable access to creditable, unbiased and unfet- ularly like to place on record IFLA’s sincere gratitude tered information enabling one to make sound decisions in and on every aspect of one’s life. The quest to the Dutch library profession for its unwavering sup- for democracy is more than ever at the forefront of our port to the Federation. I would also wish to recognize thoughts given current world events. People are the libraries and librarians of other European coun- demanding opportunities to make choices based on tries, as they too have also been staunch supporters information that is gained freely and openly, without of our Federation. To all those who will be making prejudgement or prejudice on the part of others. presentations and leading discussions on the topics As much as it is important to take a bird’s eye view we will be exploring in these two days, please accept of democratization and the contribution of libraries to IFLA’s sincere appreciation. IFLA also wishes to the propagation of democracy, IFLA has grown its thank all those who, in any way, have contributed to imperatives and has an association with the Universal the hosting of this meeting. I am sure that our delib- Declaration of Human Rights, it has the FAIFE pro- erations, exchanges and outcomes will more than gramme and has a strategy with regard to open access. compensate for the many hours of hard work that you have put in to make this event successful. IFLA has at its core the provision of quality library IFLA and the Universal Declaration of and information services for all. Changes in technol- Human Rights ogy, the exponential growth of information, reasons for There is an assumption that all human beings (and needing information, how information is used and how IFLA is a supporter of this assumption), by virtue knowledge is created have all dramatically impacted of their existence, deserve certain rights and dignity. on our profession in many ways in recent years. Indeed, This assumption is clearly articulated in the pream- even in my two years as President-elect and 20 months ble of the Universal Declaration of Human Rights, as President, there have been many substantial changes which states: within our profession with significant positive impact on the growth and development of the world including Whereas recognition of the inherent dignity and of the European Union. Whatever the thrusts, develop- the equal and inalienable rights of all members of the ments and advances the importance of providing access human family is the foundation of freedom, justice and peace in the world, to information which in turn changes lives and creates new knowledge remains unchanged and steadfast. One of the most significant institutions upholding this There have been significant advances in IFLA impera- right is the library and information services fraternity. tives, for example, IFLA has signed the Berlin Declara- The library profession has a rich history of alignment tion on Open Access and a working group has with human rights issues, movements, and declara- developed a proposal for consideration by the Govern- tions. Librarians have long been aware of the many ing Board on the issue of open access. ways human rights values intersect with the values of Reports 159 the profession. Phenix and de la Pena McCook point getting access to critical information to resolve prob- out that human rights values permeate library policies lems. It is this isolation and deprivation that puts a beyond the professional round tables inhabited by stranglehold on growth and development. intellectual freedom, social responsibilities, and It is my view that the barrier to access to infor- international relations. As we carry on with our duties mation is economic censorship: devoid of the infra- as public service librarians, we should keep in mind our structural issues, the issue of affordability controls history of human rights advocacy, and note the work access to information and its circulation to the we do today as a continuation of the commitment to the widest possible audience. However, it must be contributions of our programs, collections, and services acknowledged that librarians, through their profes- toward keeping an open society, a public space where sional associations, have long been committed to the democracy lives. social justice principle of free access to information. An interrogation of all the articles in the Declara- IFLA representing the views of its members (asso- tion demonstrates strong synergies with access to ciations and institutions) has taken a very firm information. For example, article 26 says that every- stand opposing censorship in libraries. IFLA has one has the right to education. The article goes on developed a Statement on Libraries and Intellectual to say that education shall be directed to the full Freedom where it states that ‘‘IFLA supports, development of the human personality and to the defends and promotes intellectual freedom as strengthening of respect for human rights and funda- defined in the United Nations Universal Declara- mental freedoms. Can we contemplate an educational tion of Human Rights. IFLA asserts that a commit- process without access to information? Access to ment to intellectual freedom is a core responsibility information and education go hand-in-glove. Access for the library and information profession. IFLA to information is a prerequisite for any educational therefore calls upon libraries and library staff to system. This is especially so if the educational process adhere to the principles of intellectual freedom, is to contribute to upholding fundamental freedoms. uninhibited access to information and freedom of It is beyond debate that there is an inextricable link expression and to recognize the privacy of the between access to information and the Declaration on library user.’’’ Human Rights. Therefore, it is imperative that IFLA Running in tandem with censorship is the issue of continues to push this human rights agenda hard and copyright – an issue for debate at this Presidential open all of the flood-gates to ensure the free flow of Meeting. The activities of IFLA’s Free Access to information. Information and Freedom of Expression (FAIFE) programme are designed to protect libraries from the assaults of the censor. Although stated in a dif- Access to information, censorship and ferent context, Paul Sturges makes the assertion that copyright ‘‘censorship actually bites long before a document However, there are issues which hamper this march enters or does not enter the library’’. He goes on to towards opening the access to information flood- state that ‘‘the library is at the end of a chain of gates. One of those issues is censorship. I would like either approval or censorship that means the collec- to share my view of censorship: it is less philosophical tion may lack significant material, but the material and more pragmatic. The common interpretation of that it does hold is legal’’. censorship is the control of information and ideas cir- If one teases out this assertion, copyright issues culating within a society. Essentially, it significantly become difficult for libraries to address, as authors restricts free access to information, negating the role have already committed their work to publishers and of the library in driving access to information. Histori- have strangled their work within strict copyright laws. cally, censorship centered around material deemed to Libraries have to deal with rigid attitudes of publish- be indecent, obscene; blasphemous; or treasonous. ers and aggregators towards copyright that limit the What I would like to bring to the fore is the 21st cen- ability of libraries to provide access to information. tury concept of economic censorship. It is a very diffi- If an author gives up all rights to an article or a book cult concept to define but I want to draw an association to a publisher, she or he may not be allowed to publish between economic censorship and the principle of iso- it–or even parts of it, including making it available on lation and deprivation. The exorbitant cost of informa- a website or in an institutional repository. This pro- tion is a major barrier to access to information resulting cess of self censorship means fewer access points for in isolation and deprivation: isolation in that there is a the public and a greater dependency on commercial break in the connect between information and possible partners who have a preference to profits as opposed solutions to problems and deprivation in terms of not to the right to access information. 160 IFLA Journal 37(2)

Exacerbating the problem is the fact that libraries However, as pointed out by Wallace and van Fleet, are also facing the difficult task of dealing with an Wikipedia: the Free Encyclopedia represents a com- array of commercial licenses that dictate who will pletely different paradigm. Authors and editors are access information and in what way. This was not a volunteers in every sense: the general principle is that concern when libraries were the owners of their own nearly anyone can–and by implication, should–be a collections. Now libraries have been reduced to the contributor to Wikipedia. There is no centralized more precarious position of being subscribers. editorial control. Instead content is influenced by indi- Publishers are not only copyright owners but also vidual contributors working collaboratively to achieve copyright police: they can shut down access with little consensus and, when that fails, calling for a vote or no warning if they consider that license terms have among interested contributors. The result can be been breached. Libraries have been losing ground on thought of as a sort of democratized reference resource the fair use or fair dealing front, which they enjoyed by, of, and for the people. Can this be one of the con- previously. duits for free and open access to information? Open sharing of information has been identified as a method of equalizing access to information. This equalizing of access to information conforms to the Libraries and open access principles espoused by IFLA and to the adherence to If we work from the premise that information is an the Declaration on Human Rights. The inability of essential building block for the generation of new researchers to gain access to the world’s science and information, restricted access to information means scholarship contributes to the growing gulf between the stifled production of new information. And, as we developed and developing world. The adoption of extend this over a period of time the world begins to cutting-edge technology has compounded the issue and be retrogressive. In this scenario, there is limited new adding significantly to the ‘digital divide’. However, information to address new problems. The informa- this divide is not restricted to the technology divide, but tion that is available is so expensive that only a hand- also a content or knowledge divide. IFLA, recognizing ful can afford to ‘purchase’ the information. In an the importance to bridge the divide has engaged in a environment where information is only accessible to number of strategies such as supporting the open a handful, anarchy rules. The ‘uninformed’ do not access movement. As much as technology contributes have sufficient information to lodge any meaningful to the divide, IFLA accepts that the Internet has the challenge to the order of the day. The recent chal- capacity to provide a platform to significantly contrib- lenges to governments in north Africa are as a result ute to openly sharing information. of access to information. Admittedly, it was via infor- As early as 2002, IFLA developed an Internet mal methods using social networking technologies. Manifesto in support of its belief that the Internet can The significance of sharing information is enormous contribute to sharing of information. One of the core as it equipped the citizenry with information to lodge principles of the IFLA Internet Manifesto is that a challenge, to express their needs and demand unhindered access to the Internet by libraries and changes to improve their lives. However, the down- information services, facilitated by the Internet, sup- side is the information being conveyed at that point ports communities and individuals to attain freedom, in time had a very limited lifespan and has not been prosperity and development. It goes on to state that captured and preserved for the entire world to benefit barriers to the flow of information should be from its contribution. removed, especially those that promote inequality, Throughout the history of information services, the poverty, and despair. creation and production of information resources have The Manifesto continues by establishing principles been the forte of professionals. Authors and editors of freedom of access to information via the Internet are volunteers in the intellectual production of infor- and noting the need to develop strategies, policies, mation, that is, research information is produced with- and plans to implement the Manifesto. It aims to high- out payment to the authors and/or editors. However, light the importance of unhindered access to informa- the physical production of information, which has tion to help communities and individuals to attain been the domain of established publishers and data- freedom, prosperity and development. base vendors, is always governed by profit. Control The Manifesto emphasizes the role of libraries and has been tight, with a generally agreed-upon under- information services in facilitating that access as standing that the emphasis on expertise both in cre- essential gateways to the Internet. They provide a ation and in production serves to ensure the quality mechanism to overcome the barriers created by differ- of information resources. ences in resources, technology, and training – the Reports 161 digital divide. National libraries, in particular, play an digital divide and all of the other positives of openly important role through encouraging the establishment sharing information. of appropriate infrastructures and assisting library to develop and implement plans to facilitate access to Conclusion information via the Internet. The core principle for debate at this Presidential meet- Complementing the Manifesto is the IFLA State- ing is human rights, copyright and open access. If any ment on Open Access to Scholarly Literature and organization is to commit to and uphold the rights Research Documentation. Given the potential of enshrined in the Declaration, it has to address the crit- open access to drive access to information, the ical issue of removing all barriers to access to infor- IFLA Governing Board adopted the Statement in mation. Human rights and human dignity starts with 2004, which states that it is committed to ensuring the citizens of the world understanding that they have the widest possible access to information for all peo- those rights and have to access to information to ples and acknowledges that the discovery, contention, ensure that those rights are not violated. Barriers to elaboration and application of research in all fields access to information are couched in different forms will enhance progress, sustainability and human including that of copyright and the economic barrier. well-being. Therefore, it is important to remove those barriers to IFLA has continuously grown its commitment to create or attempt to create a playing field where all are this imperative. From the acceptance of the State- having equal access to information and contributing ment in 2004, to the theme of the Congress in to their own growth and development with the end Sweden 2010 and subsequent signing of the Berlin result being a better world. The core business of Declaration on Open Access, IFLA has continuously libraries is to distribute information. Therefore, by made the point that open access to information, implication, the core business of libraries is to open especially its concern for access to scholarly litera- access to the collection of the world for the citizens ture in the developing world, is a priority. A Presi- of the world to grow as one. dential Working Group has drafted a white paper on I am sure that we will have a very productive open access, which will be presented at this meet- Presidential Meeting and that we will find ways of ing. There is no debating the issue that open access removing barriers to information. contributes to sharing of information, bridging the I thank you.

All Knowledge Digital: Key note speech

Neelie Kroes Vice-President of the European Commission, Commissioner for the Digital Agenda

I am passionate about libraries and the knowledge and libraries play a full role in that freedom. Many are creativity they cultivate. It was Umberto Eco who said saying that Internet access is a human right – and I that ‘‘If God existed, he would be a library’’. I’ve also agree – but with the added value provided by acces- heard it said that librarians are the original search sing the information contained in libraries this can engine, and I couldn’t agree more with this compliment. be much more meaningful. Thanks to digital technol- We live at the edge of an era which could make ogies, libraries are playing an even more important nearly all human knowledge available anywhere, any- role in the knowledge society, as virtual hubs for time. That is a vision I want to see become reality! access to science and culture. I want to know what the European Union can do to But I am keen to go further by developing Open help make it happen. And then we must act on it. Access to publicly funded research. The benefits of In recent years the European Council has moved publicly funded science should be available to every to cement a ‘fifth freedom’ in Europe: the free move- citizen – for enlightenment and business innovation ment of knowledge. My message to you is: let’s have and whatever else your users can think of. This needs 162 IFLA Journal 37(2) to start with research articles, but it must not end millions of objects. This will open up a new world there. We are already looking into ways to make sci- to new generations, and that is something to be very entific data available as a new platform for research proud of. But let’s not be complacent. We have a lot and innovation. of work ahead to reach Europeana’s longer term As a first step the EU will practice what it preaches. targets: We are looking for the best way to extend the current Open Access publication requirements of EU-funded 30 million objects by 2015 research. This is already supported by a dedicated all public domain masterpieces by 2016 pan-European repository infrastructure, OpenAIRE, all Europe’s cultural heritage digitized by 2025. but I want to build on that and further extend it. In the longer term we need global coordination to ensure the Of course, like everything in the Digital Agenda for right infrastructure exists to share this knowledge. Europe, Europeana is a partnership. And more and Our cultural heritage also depends on the success more we will rely on citizens to generate content. The of libraries in going digital. Whether it’s for leisure, new Europeana First World War project is a great education, or business, there is a lot to gain from the example of how every European can be a part of the sort of Digital Renaissance I envision. For example, digital revolution. combining cultural material with geolocation data and I’m determined to secure Europeana’s long-term other information can lead to amazing new services future – so please follow our plans for a new funding and ways of seeing our world. The ‘Layar’ service model in the coming months and years. on smartphones is one example that I love. In conclusion, let me say that your work has my full On a larger scale Europeana is a major driver for support. I hope you have a great conference. We have Europe’s Digital Renaissance. And I want to thank to get Every European Digital, that is clear. But if we each and every one of the 1500 institutions that are look further I think we can aim to get All Knowledge building up the Europeana collection that now holds Digital too!

Students’ engagement during the IFLA Presidential Meeting 2011

Federica Marangio IFLA Advocacy Support Officer

The IFLA Presidential Meeting is a fairly new activity European Parliament, librarians and professors were within IFLA, developed by the last two IFLA Presi- involved in the pursuit of an answer to the questions: dents, Claudia Lux and Ellen Tise. A new activity What can we do better for libraries? How can we within the IFLA Presidential Meeting 2011 has been the make their value more visible? How can libraries Students’ Session. It turned out to be a great spin-off. keep performing as change agents in society? The Presidential Meeting aims to focus two days It is necessary to raise the consciousness of libraries on the theme of the current IFLA President with the as society hubs, which would allow them to have a seat goal to encourage and activate the audience, firstly at the table of decision and policy makers. to a better understanding of the issues and secondly What clearly emerges from a careful review is that to promote a culture of common commitment. the future of libraries is in the hands of the new gen- One-hundred-eighty-five delegates from 29 countries eration of professionals. It is very hard to put the new all over the world got together to discuss open access professionals in charge of a panel discussion on the issues, access to knowledge as human right and occasion of such an important meeting, but for the copyright regarding libraries. first time 14 students from all over the world gathered The delegates’ professional and academic and worked on libraries issues. backgrounds ranged over different fields. Information The students were called to be active and witness specialists, copyright experts, members of the the changing role of the libraries, and they worked Reports 163 hard in less than 48 hours to interview panellists, professionals. They live-tweeted and shared speakers and attendees. They were eager to know how information on the conference through their own chan- they can get involved and in this search for activism nels, increasing the IFLA Presidential Meeting’s vir- they succeeded and presented their results to Presi- tual audience. They documented the sessions with dent Ellen Tise and some of the members of the IFLA enthusiasm and perseverance. Governing Board. Apart from interviewing, what did the students do? Where did this idea come from? Why do After a start-up meeting, they were encouraged to we think it was a valuable experience? split in groups and work on the following topics: IFLA cares about students, young and motivated profes- access to information as a human right sionals and firmly believes that they are the future of a copyright and libraries better social environment. Asking them to be part of open access and the changing roles of libraries IFLA whether they are members or not, meeting their the Presidential Meeting overall – perceptions and needs by giving them a considerable discount on the expectations conference fee, getting closer to them with assignments world report – select a country within Europe, find to accomplish, IFLA assigned them a responsibility, a a success story on what libraries have done in the specific task – to continue advocating for libraries! past 3 years and make a brief report IFLA encourages promoting a culture of libraries’ the LIS experience – interviewing fellow students best practices and good examples. If you are not one and other attendees about the state of LIS educa- of the 14 students who kicked off this brilliant initia- tion and what it’s like to attend this thing as a tive, but want to be involved in the next session or student. know someone who would benefit by this experience, please let us know about it – we need more active peo- The result was an eclectic combination of interests ple to make our team a strong team! We look forward that generated a homogenous group of talented to hearing from you!

Not gonna give post-copyrightism up: a report on the IFLA Presidential Meeting 2011

Shaked Spier LIS Student University of Berlin, Germany

Access to knowledge as a human right, copyrights and mechanism, which sacrifices our cultural capital libraries were the prominent issues which were dis- for financial profit; which reproduces the depen- cussed during the last IFLA Presidential Meeting in The dency of developing countries on the West; and Hague. Regarding those issues I raised a question to the which threatens freedom of expression with acts panel of the ‘Copyrights and Libraries’ session. The such as DEA, HADOPI and the new COICA. My question is, why do we continue to work with, or question represents my position toward copyrights as to work for, this model and not go toward a new an illegitimate model for intellectual property, which I one? A model, which represents the interests of first handled in the essay ‘Toward an Age of Post- the global society as a whole and the ones of the Copyrightism’.1 creators, but excludes the ones of capitalist intermediates? We heard a lot about human rights, libraries and copyrights today. Now, I would like us to stop Regarding the panel and the session’s theme, talkingaboutcopyrights.ButinordertodosoI the answers were quite predictable. But although will have to talk about copyrights, and let me I expected these answers, I was unsatisfied with explain: Copyrights have changed from a mechan- the arguments I got, as I will explain in the follow- ism to protect the rights of creators to a ing article. 164 IFLA Journal 37(2)

Hard work preferred route, is that the Irishman should have The first panellist addressed my wish for a complete started somewhere else. This is the model I advo- system change rather practically, saying that he is ter- cate. The one that many others, in my opinion, rified of the amount of efforts and work required to aspire to as well. obtain a goal. But there is a problem at hand, the preferred route Copyrights in their current sense (protection of the doesn’t start where we currently are. One will have to creator’s interests) exist approximately since the 17th start it at another place and in order to do so, will need century, when information was bound on physical to first arrive at the starting point. As said before – a medium, major parts of the population were illiterate lot of work. But as the tale tells us, it would be a much (without addressing the contemporary digital and better way to reach the destination. knowledge divide at this point), capitalism was only in its beginning, and democracy was a far-away Changing means, changing roles dream. Circumstances have changed, and have chan- Another answer regarded the intermediates men- ged enough to warrant a new paradigm. Furthermore, tioned in the question (i.e. publishers, record compa- the ones who profit from the current model have a tre- nies, etc.): it was argued that, although the means are mendous amount of resources and lobbying power changing, their role still very much remains. Printing, compared to those who lose from it. Somewhat delivery, physical storage and other costs are not absurd, considering that the one losing from this diminishing, but rather being transformed into other model is society as a whole. costs, such as online-storage, bandwidth, digitaliza- Yet, there is a different point to emphasize. It took tion, etc. But other means also change. Not just means a couple of centuries to develop the copyrights-model of production, publication, distribution and consump- to its current state, which is far from perfect. It is tion, but the mere perception people have of informa- more than clear that any other model will take a con- tion and culture.2 siderable amount of work and time to develop and, of The role of classical intermediates in the process course, implement. However, our social responsibility becomes superfluous. Once they seize to provide demands a new model. One which hard work alone added value, the only way for them to stay in business shouldn’t be the thing keeping us from going after. is by preserving the old and expired models. One of It hardly makes sense to me that we sacrifice our those models is copyright. cultural capital, take colonialism into the era of knowledge-society and harm freedom of expression, only because creation of a new model seems like The hunt an overwhelming task. We’re representing libraries. Libraries were always proud of promoting social responsibility in many fields. When it comes to copyrights, I believe that Going the wrong way access to information, knowledge and culture is being Another panellist addressed my question later on with suppressed by capitalist intermediates. By further an English tale: working with the copyrights-model, and merely pursuing exceptions for libraries while society contin- An Irishman is lost in England, on his way he meets a ues to suffer under this increasing suppression, farmer and asks him how he can get to London? The libraries are indirectly (and unintentionally nonethe- farmer thinks for a moment and then answers: ‘‘If less) actually contributing to this suppression. I were you sir, I wouldn’t start from here’’. Using the analogy that accompanied the conference:

Amusing as this story was, I tried to search for an How come we left the group of cooperative deer answer to my question in the tale. Who is the farmer hunters and alone went after a rabbit, so that only and who is the Irishman? What is the way and what we will have something to eat at the end of the day? is the destination? There is probably more than one possible interpretation, but this is how I interpreted We won’t provide our patrons, let alone the whole soci- it: The destination would be a perfect and fair model ety, with a meal at the end of the day. We will provide to manage intellectual property. One way, probably them with leftovers and bones, calming our self- the one that the Irishman is on, is the copyrights- conscious while doing so. Has capitalism really gone model as it is currently being practiced. This way so far? Are books (music, pictures, paintings, films, won’t lead him to his desired goal. Or maybe it ideas, concepts...) just another commodity that needs eventually will, but at what cost? The other way, the to be produced and consumed? My answer is no. But the Reports 165 day in which they will become mere commodities is our About the Author doomsday. Of us as libraries, and of us as a society. Shaked Spier is a student of Library and Information Sci- Notes ence and Gender-Studies at the Humboldt University in Berlin, Germany. He is a member of the IFLA Knowledge 1. http://drawer20.wordpress.com/2010/11/11/postcopyrightism/ 2. Elaborations on this issue in the essay ‘It’s all about romance’. Management Section and active in FAIFE. Visit Shaked’s http://drawer20.wordpress.com/2010/08/20/its-all-about- blog at http://drawer20.wordpress.com. romance/

Working for a successful IFLA Presidential Meeting 2011: IFLA and FOBID, the international Dutch connection

Marian Koren Executive Secretary FOBID Netherlands Library Forum

With the development of IFLA Presidential Meet- which their daily professional issues are discussed: free- ings, an opportunity was offered to bring the dom of access to information, IFLA statements, lobby- international library community and Dutch profes- ing in Europe. FOBID Board members helped to sionals closer together, and to strengthen the con- identify relevant speakers, connections to the ministry tacts between IFLA Headquarters and FOBID and municipality in The Hague, and contributed as day Netherlands Library Forum, the umbrella for the chair and speaker to the programme. national library organizations in the Netherlands, In her closing remarks, Maria Heijne, Chair of both located in the National Library in the Nether- FOBID, summed up some of the strong points of the lands. Apart from practical and professional con- conference, not to forget and to be followed up: a strong tacts, strategic issues were central to organizing the awareness that libraries will only succeed when they IFLA Presidential Meeting 2011 in The Hague. form one front, build alliances, and have a focus in lobby ‘Access to Knowledge’ can only be safeguarded and issues. Libraries need to agree on the main issues among realized by true cooperation of libraries, worldwide, themselves. There is also a strong need for fact finding inEuropeandalsointheNetherlands.Actionfor and case studies to support and give evidence for advo- Europe is needed in many respects: human rights cacy; a true cooperation for Action in Europe, and larger as a framework for advocacy and professional pol- visibility in Brussels. Building up tandems, coordinated icy; balance in copyright and open access as princi- action both in Europe and internationally. Libraries can ple of science publication and distribution. make much more use of their own networks, which also As in many other countries, working for a sustainable may include archives in a number of cases. Let’s have a information infrastructure, including all types of focus on access issues, both for the short term and for the libraries and services, is one of the major issues in the long term. Netherlands. How to connect the different networks, It is wonderful to have IFLA statements and also a how to include the various interests and also get the nec- draft Treaty on Copyright Exceptions and Limita- essary political support? The IFLA Presidential Meeting tions. It obliges every library and participant to 2011 was an opportunity to join ideas, concepts and, reflect: how can we support and use this, in Europe above all, forces. Intensive work of the IFLA and FOBID and in our own country? FOBID has wholeheartedly secretariats in the past year helped to make an attractive supported the IFLA Presidential Meeting 2011, and programme, including the input and networks of some is grateful for the positive feedback. It will continue European organizations, EBLIDA, LIBER, SPARC, etc. to serve as International Library Office in the Some 60 professionals from Dutch libraries and Netherlands, build bridges with IFLA, European part- organizations participated in this international event. ners, and through the network of The Hague –World They learned about the wider international context in Library Capital. 166 IFLA Journal 37(2)

The Hague – World Library Capital – connects libraries worldwide with The Hague

Marian Koren Executive Secretary, FOBID Netherlands Library Forum

On 14th of April 2011 ‘The Hague – World Library information literacy and cultural understanding. The mis- Capital’ was officially launched by Alderman Ingrid sion of libraries fits well with the ambition of The Hague van Engelshoven, Education and Services and the as international city of peace and justice. President of IFLA, Ellen Tise. The launch took place on the occasion of the IFLA Presidential Meeting, World Library Capital ‘Libraries driving Access to Knowledge’, during a reception offered by the municipality of The Hague, The Hague is the only true World Library Capital. in the Central Public Library. Nowhere else is there a city home to so many major IFLA President Ellen Tise accepted the title of international library organizations, such as IFLA, ‘The Hague – World Library Capital’ wholeheartedly EBLIDA, LIBER, Europeana, etc. Here the interests and encouraged further cooperation. The launch was of libraries and their policies are formulated and attended by the 175 participants of the Presidential defended, especially at international level. Here new Meeting, including 40 organizations of the new net- concepts and services for citizens worldwide are work. Why is The Hague World Library Capital? developed and distributed. The Hague benefits What will the network do? directly from this international expertise and, vice versa, its international image strengthens the visibility of the library world. International city The Hague is an international city. This is not only Special network expressed in the field of peace and justice, but also visible in the field of libraries. A large number of These are the reasons why FOBID Netherlands international organizations active in the field of Library Forum has started the initiative for The Hague libraries, information and knowledge are based in – World Library Capital. It unites The Hague and The Hague. In fact, the city is even deliberately the international library community. The intention chosen for its concentration of international advo- of The Hague – World Library Capital is the cre- cacy and library development. Dutch library orga- ation of a network of all kinds of library organiza- nizations working at the national level and tions working on advocacy and the development of located in The Hague are almost naturally also libraries in an international context, based in The international in their orientation, activities and contacts. This is also true for The Hague Public Library and many other libraries in The Hague.

Library community Libraries defend freedom of expression, the right to information, equal access to a diversity of sources and aim at contributing to knowledge, culture and development in a democratic and well-informed society. Through facilitating dialogue and serving as a meeting place, libraries are in tune with many multicultural aspects now and historically, and reach many groups in society. Libraries are global. Worldwide libraries work for the free flow of ideas, science and culture; they stimulate reading and Ingrid van Engelshoven and Ellen Tise Reports 167

World Library Capital. In this way a wider promotion and reach is facilitated. The first edition of the calendar will appear in May on the FOBID website (www.fobid.nl) A number of organizations have already expressed their support of the network: IFLA, EBLIDA, the National Library, the libraries of the Peace Palace, of the Parliament, of the International Institute for Social Stud- ies, and the Hague Public Library. The City of The Hague has provided start funding, with which a logo, invitations and the first meetings are prepared. The autumn meeting of the network will take place during Open Access Week, 24–30 October 2011.

Participants in the Students’ Session. Standing from left to right: Hugo Huurdeman, Stanislava Committee of Recommendation Gardasevic, IFLA Policy Support Officer Federica 1. Mag. Gerald Leitner, President EBLIDA, Eur- Marangio, Ina Heinz, Veronicha Angell Bergli, opean Bureau of Library, Information and Docu- Chiara Latronico, IFLA President Ellen Tise, Anna mentation Associations Pavlenko (?), Nadine Messerschmidt, Ulrike 2. Anja Overhoff, Director The Hague Marketing Sto¨ckel, Melody Madrid, Drahomira Gavranovic. Seated from left to right: IFLA Senior Policy 3. Drs. Bas Savenije, Director Koninklijke Bib- Advisor Stuart Hamilton, IFLA Secretary General liotheek, National Library of the Netherlands Jennefer Nicholson, Sebastian Wilke, IFLA 4. Ellen Tise, President IFLA, International Federa- Communication and Services Director Ingeborg tion of Library Associations and Institutions Verheul, Shaked Spier, Dierk Eichel. Photo 5. Drs. Jeroen Vervliet, Director Peace Palace Courtesy: Petra Hauke, Berlin. Library

Hague. There are approximately 75 library organiza- For more information, please contact Marian tions and The Hague can benefit from the wider net- Koren Executive Secretary FOBID Netherlands work and expertise. They can include their activities Library Forum. Tel. þ 31 (0)70-3140511 Moblile: in a central calendar and label them The Hague – þ31 (0)6 51360755 Email: [email protected] IFLA News

International Federation of Library Associations and Institutions 37(2) 168–177 News ª The Author(s) 2011 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211409852 ifl.sagepub.com

besides open access, concerning the development of News contents the system of scientific and scholarly communication, such as IFLA policies and projects 168 From the President 171 implementing a rigorous system for the control of Membership matters 172 scientific quality; Grants and awards 172 providing long-term preservation of research Future IFLA conferences and meetings 173 information; IFLA publications 174 safeguarding freedom from censorship; From other organizations 175 offering efficient and user-friendly services; Personal news 177 fostering activities that support ‘‘information literacy"; expanding bandwidth and other essential IFLA policies and projects infrastructure that underlies robust access to information. IFLA Statement on open access – clarifying IFLA’s i position and strategy There is a positive synergy between promoting The International Federation of Library Associations open access and pursuing these other essential objec- and Institutions (IFLA) is committed to the principles tives, and IFLA supports a number of activities of freedom of access to information and the belief that related to them; however, they are not identical to universal and equitable access to information is vital open access as herein defined, and neither requires the for the social, educational, cultural, democratic, and other. IFLA will promote open access with a clear economic well-being of people, communities, and focus on the access issue. organizations. Open access is the now known name for a concept, a movement and a business model whose goal is to The current model does not guarantee access and is not provide free access and re-use of scientific knowledge sustainable. As the rate and amount of research in the form of research articles, monographs, data publication in various forms is rapidly expanding, the and related materials. Open access does this by current predominant scholarly communication model shifting today’s prevalent business models of after- – via scholarly journals subscriptions – is hardly publication payment by subscribers to a funding sustainable and not working effectively in the inter- model that does not charge readers or their institutions ests of the global community. Scholarly journals are for access. Thus, open access is an essential issue subject to rapid price escalations and there are no within IFLA’s information agenda. clear and consistent correlations between price, quality and impact. Even the most well endowed research Definition of open access. As an initial action, IFLA has library cannot afford to purchase all of the content signed the Berlin Declaration on Open Access to requested by its faculty and students. Knowledge in the Sciences and Humanities. IFLA The situation is even more critical for smaller adheres to the definition of open access used in the college and universities and largely unacceptable for Berlin Declaration and will use it in public communi- institutions in the developing world, with severely lim- cation and contacts with various organizations.ii ited or no budgets. Existing development initiatives to some extent compensate for the lack of access to cru- A clear focus on the access issue. IFLA acknowledges cial information, but these initiatives are dependent that there are a number of worthwhile objectives, on publisher decisions, which are made unilaterally. News 169

There is growing dissatisfaction among major content targeted for their users. And, according to the players. Authors are concerned because their work IFLA World Report 2010, the vast majority of library isnotseenbyalltheirpeers,theymaynotgetthe associations support open access. global recognition they seek, and often they continue, even unnecessarily, to transfer copyright, which limits the use and reuse of their own works. Promoting open access in cooperating with international Readers cannot access all the scholarly literature organizations. IFLA will work with global organiza- they need, and thus their research activities can be tions and fora such as UN, UNESCO, WHO, WIPO, less effective. Society as a whole suffers from WSIS and others in promoting and advocating open inefficient communication channels that prevent access to publicly funded research, educational innovations and development. The widespread shar- resources and cultural heritage. In its contacts and ing of research results is an essential component of cooperation with these organizations, IFLA will governments’ investment in science. Faster and explicitly state that open access in its authoritative wider sharing of knowledge fuels the advancement meaning is required for the progress of science, the of science and, accordingly, the return of health, eco- development of society and true citizenship. Open nomic, and social benefits back to the public. Not access will provide users with the access they desire surprisingly, librarians have been amongst the most and enable libraries to maximize their role, thus vocal advocates for open access. improving global health and human well-being.

The benefits of open access. There are significant gains Connecting to the open access movement. Open access to making research and research results available to research, educational resources and research data without financial, legal and technical barriers to is now a global movement. Many organizations are access. Researchers benefit from increased visibility, working towards this goal. IFLA will connect to these usage and impact for their work. Open access helps to organizations, not duplicating effort, but rather creat- publicize institutions’ research strengths. For publishing synergy. ers, open access brings maximum visibility, increased IFLA will establish partnerships with and provide readership and impact for the contents; it means that a support to organizations, programmes, initiatives and greatly improved dissemination service is being pro- services that are promoting of Open Access, such as vided for research. Open access enhances the flow SPARC (US/Europe/Japan), COAR, OASPA, Bioline of knowledge between North and South and also International & DOAJ, among others. between South and South. IFLA will prepare joint statements with these organizations. Open access and the changing role of libraries. Libraries play an essential role in open access developments by their expertise in building infrastructure, in creating Working with the IFLA membership. Open access is a user-friendly services of high quality and in securing central pillar of IFLA’s Strategic Plan 2010–2015 in long-term access. Librarians have shown their support which a whole-of- organization approach is taken to for open access by signing open access initiatives and integrating the issue into IFLA’s current and proposed petitions. They have educated faculty and administra- activities. tors about evolving scholarly communication envi- IFLA will advise its member associations in regard ronment. Libraries have partnered with faculty and to: research managers to set up open access repositories and to help faculty and students deposit their research promoting open access in national policies; outputs. Librarians have provided support in research stimulating library members to promote open data curation and sharing. They have helped scholarly access in their communities and to implement publishers to publish open access journals and books, measures to enlarge the impact of open access; and they have worked with educators to produce open enriching the local and national information infra- educational resources ensuring the quality of digital structure in order to stimulate open access; content, its reuse and sharing. Open access has thus assistance in the work for national policies regard- changed the profile of academic and research ing open access to knowledge, as well as to pub- libraries. National libraries are involved in developing licly funded research and cultural heritage; national open access policies and supporting national supporting organizations, programmes, initiatives research infrastructures and open access to cultural and services that are working for the promotion of heritage. Public libraries disseminate open access open access. 170 IFLA Journal 37(2)

Together with partners as SPARC, EIFL and (WIPO) undertake a review of the current state of LIBER, IFLA will also provide its member associa- exceptions and limitations within the larger realm of tions with advocacy material and practical guidelines intellectual property regimes. This recommendation in line with the recommendations. was adopted by WIPO in 2005, and WIPO subsequently initiated a series of studies on exceptions and IFLA’s publications will be open access. IFLA will develop limitations in specific sectors. a transition plan that specifies the steps to be taken to Particularly relevant to the work of IFLA was the transform IFLA’s publications into open access. study commissioned by WIPO from Professor Kenneth Crews, ‘‘Study on Limitations and Excep- i. A resolution to the IFLA General Assembly on tions for Libraries and Archives,’’ which WIPO pub- August 14, 2010, called on IFLA to clarify its lished in 2008. The results of this study revealed that position on open access and to develop a strategy numerous Member States had either no exceptions or for action. This task was commissioned to the Pre- limitations for libraries and archives in their national sident’s Working Group for Open Access by the copyright legislation, or had only minimal, general Professional Board. provisions. ii. ‘‘Definition of an Open Access Contribution To examine the issues and what should be done for the benefit of libraries and archives worldwide, in Endorsed by IFLA Governing Board, 18 April 2011. April 2009 IFLA and EIFL convened a workshop at the British Library comprising librarians, intellectual property specialists, the World Blind Union, and Establishing open access as a worthwhile procedure ideally representatives of other NGO’s to develop a set of requires the active commitment of each and every individual pro- principles that should drive creation of an appropriate ducer of scientific knowledge and holder of cultural heritage. instrument to facilitate the mission of libraries Open access contributions include original scientific research throughout the world. results, raw data and metadata, source materials, digital represen- tations of pictorial and graphical materials and scholarly multime- At its World Library and Information Congress in dia material. Milan in 2009, the IFLA Governing Board approved Open access contributions must satisfy two conditions: the principles, and asked the Chair of IFLA’s Committee on Copyright and Other Legal Matters to 1. The author(s) and right holder(s) of such contributions appoint a working group to draft an instrument, based grant(s) to all users a free, irrevocable, worldwide, right on those principles, for consideration by the Member of access to, and a license to copy, use, distribute, transmit States of WIPO. After wide consultation with librar- and display the work publicly and to make and distribute derivative works, in any digital medium for any responsi- ians, representatives of Member States and other ble purpose, subject to proper attribution of authorship knowledgeable individuals, IFLA’s working group (community standards, will continue to provide the has developed a ‘‘Treaty on Copyright Exceptions and mechanism for enforcement of proper attribution and Limitations for Libraries and Archives’’. In prepara- responsible use of the published work, as they do now), tion for the work on exceptions and limitations for as well as the right to make small numbers of printed cop- libraries and archives scheduled for November ies for their personal use. 2. A complete version of the work and all supplemental 2011, we offer this proposal to further informed dis- materials, including a copy of the permission as stated cussion of the issues. above, in an appropriate standard electronic format is depos- Full text: Draft Treaty on Copyright Exceptions ited (and thus published) in at least one online repository and Limitations for Libraries and Archives [PDF] using suitable technical standards (such as the Open Archive available at: http://www.ifla.org/en/publications/ definitions) that is supported and maintained by an academic institution, scholarly society, government agency, or other draft-treaty-on-copyright-exceptions-and-limitations- well-established organization that seeks to enable open for-libraries-and-archives access, unrestricted distribution, inter operability, and long-term archiving.’’ IFLA ALP 2011 projects announced Four small projects from across IFLA ALP’s focal areas will be carried out in 2011. The IFLA ALP com- Draft Treaty on Copyright Exceptions and Limitations mittee selected the projects at its December 2010 for Libraries and Archives meeting. The selected projects are: In 2004, Chile recommended that the Standing Committee on Copyright and Related Rights (SCCR) 1. Asia and Oceania: Workshop on Health Informa- of the World Intellectual Property Organisation tion Literacy, East West University, Bangladesh News 171

2. Latin America and Caribbean: Workshop on mobile libraries. Matching funds are to be raised Internet Manifesto, National Association of in a campaign aimed at libraries and library orga- Librarians of Uruguay, Uruguay nizations in Nordic and other European countries. 3. Africa: Seminar on Capacity Building, Interven- 2. A one week training seminar for emergency tions on the Millennium Development goals treatment of documents (dust, mould, small (MDGs) for Francophone Africa, Africa repairs) following a natural disaster will be orga- Regional Office, Cameroon nized, following a proposal on behalf of IFLA’s 4. Emerging and Developing: Leadership for Preservation and Conservation Section. municipal public libraries: training of 12 trainers who will deliver a cascade training throughout the country, Bulgarian Library and Information Summary of efforts. The following is a summary of our Association, Bulgaria activities in 2010 as reported first on IFLA.org.

There is one project from each of IFLA’s regions, 15 January Press release issued in 7 languages and one from emerging and developing countries. regarding IFLA’s support and assistance to Reports and news will be added to the IFLA web site Haitian colleagues. IFLA’s participation with for each project during 2011. Blue Shield efforts in Haiti also established. 28 January Blue Shield establishes an online plat- From the President form to invite volunteers from around the world to support recovery, restoration and repair mea- IFLA’s involvement in Haiti reconstruction efforts sures necessary to rebuild libraries, archives, during 2010 museums, monuments and sites. IFLA member Dear Colleagues Danielle Mincio volunteers and visits Haiti in As a result of last year’s devastating earthquake in an official capacity during the months April and Haiti, more than 220,000 Haitians were killed and July. thousands more injured; up to 1.6 million were dis- 1 February IFLA releases a summary of the cur- placed and settled across 1300 makeshift camps rent situation, detailing the extent of damage to throughout the country. Some 500,000 have fled libraries and archives, the relief initiatives Port-au-Prince. underway, and future steps to be undertaken. IFLA is the global voice of the library and informa- 11–16 April Danielle Minco, on behalf of IFLA, tion profession. To this end, IFLA has helped in travels to Haiti as part of an expert group to col- efforts to distribute emergency relief to libraries and lect information for the establishment of a res- archives–and to the individuals who make them cue center to treat damaged cultural heritage. possible–in earthquake struck Haiti. Blue Shield issues an online report. In 2011 we continue our collaboration with a num- 23 June At the invitation of the Haitian Ministry of ber of NGOs and Intergovernmental organizations Culture, IFLA President Ellen Tise and IFLA that are aiding in efforts to safeguard the country’s President-Elect Ingrid Parent visit Haiti. cultural heritage, rebuild its infrastructure, and most 25 June Announcement of the establishment of the importantly reach out to its people. Blue Shield rescue center ‘Ark’ for documents IFLA is currently working with the Prince Claus damaged by the devastating earthquake. IFLA Fund (Netherlands) to set up a treatment centre where President Ellen Tise co-signs an agreement with damaged archive and library materials can be cleaned, the Haitian Government to support restoration preserved, catalogued and if necessary digitized. and initiatives for temporary library services and Co-funding will be sought to have the centre staffed improving of professional skills in Haiti. with volunteers and to set up training facilities for 13–18 August IFLA sponsors two members from Haitian librarians and archivists. the library community in Haiti, Franc¸oise At its meeting in December 2010, the Stichting Thybulle–Director of the National Library of IFLA Foundation (SIF) decided to sponsor two proj- Haı¨ti and Elisabeth Pierre-Louis–Library Pro- ects on recovery activities in Haiti: gramme Director of FOKAL, to attend the World Library & Information Congress in 1. A limited number of modern mobile libraries Gothenburg, Sweden. would be capable of re-instating a large part of 15 August Haiti Update Session takes place the necessary post-disaster library services. during the IFLA World Library & Information Therefore, SIF will co-finance the first of these Congress in Gothenburg, Sweden 172 IFLA Journal 37(2)

26 October IFLA helps send two shipping contain- Brigham Young University, Harold B. Lee Library, ers of books and library equipment to Haiti. United States They arrived in December. Office of Scientific and Technical Information (OSTI), U.S. Department of Energy, United Some recent assessments of reconstruction efforts States Report of the UN in Haiti 2010: Situation, Challenges, & Outlook. United Nations. National associations Rebuilding Haiti: One Year On. The United Colegio Colombiano de Bibliotecologı´a ASCOLBI, Nations Office for Project Services (UNOPS). Colombia Haiti One Year Later: The Progress to Date and the Asociacio´n de Bibliotecarios Graduados del Path Forward. Interim Haiti Recovery Commis- Paraguay (ABIGRAP), Paraguay sion (IHRC). Haiti Progress Report. Oxfam International. Personal affiliates One-Year Progress Report for the Red Cross Monica Moldovan, Belgium Response. American Red Cross. Chennupati Kodanda Ramaiah, India Elizabeth Barbara Naumczyk, Netherlands Ellen Tise IFLA President 2009–2011 Albert Klazes Boekhorst, Netherlands Pedro Padilla, Puerto Rico Katia Medawar, Qatar Membership matters Adjoa K. Boateng, United Kingdom Douglas Varner, United States New members Terry Dahlin, United States We bid a warm welcome to the 42 members who have Christopher Zammarelli, United States joined the Federation between 17 December 2010 and Marisol Floren, United States 29 March 2011. Ellen Petraits, United States Michael Kevane, United States Institutional members Julie Cursi, United States Rede de Mediatecas de Angola, Angola Research Library and Archive, Art Gallery of New Grants and awards South Wales, Australia Universidade de Campinas – UNICAMP, Sistema IFLA 9th Marketing Award Winners Announced! de Bibliotecas, Brazil By Christie Koontz & Dinesh Gupta Library, University of Brunei Darussalam, Brunei The IFLA Section on Management and Marketing in Darussalam collaboration with Emerald is pleased to announce the Bibliothe`que de la ville de Mascouche, Canada winners of the 9th IFLA International Marketing Award York University Libraries, Canada for 2011. First place was awarded to the German Service commun de documentation – Universite´ National Library of Medicine, (Cologne, Germany) for Rennes 1, France its campaign ‘‘Pilots take off – and land (as you like it.)’’ Me´diathe`que de Saint-Pierre, France The campaign focuses on ZB MED search portals Bibliothe`que nationale et universitaire de Strasbourg, MEDPILOT and GREENPILOT, and follows the prin- France ciple that online products must be marketed online for University of The Gambia Library, Gambia optimal impact and success. The basic premise relies Main Library, University of Balamand, Lebanon upon target group specific communications to the Biblioservice Gelderland, Netherlands search portals’ ‘‘digital residents’’. Users with com- Netherlands Institute for Public Libraries/Sectorin- paratively conservative usage behavior (‘‘digital visi- stituut Openbare Bibliotheken, Netherlands tors’’) are reached through more traditional media Auckland Libraries, New Zealand such as trade shows, press releases, personal contacts Vestfold University College, Library, Norway and in-house events. In this manner, an integrated Buskerud County Library, Norway communication consisting of both conventional and Universidad del Este, Puerto Rico innovative measures is achieved. Contact for the Carol I Central University Library of Bucharest, award is Elke Roesner [email protected]. Romania The first-place winner receives airfare, lodging, California State University, Northridge, Oviatt and registration for the 2011 IFLA General Confer- Library, United States ence and Council to be held this year in San Juan, News 173

Puerto Rico, and a cash award of $1,000 (U.S.) to fur- conference.ifla.org) as a starting point for both future ther the marketing efforts of the library. and past congresses. Second place was awarded to Edmonton Public Please visit the IFLA WLIC 2011 Puerto Rico Library (EPL) (Edmonton, Canada), for the project website at http://conference.ifla.org/ifla77 and see all ‘‘Rebranding the Edmonton Public Library – from the improvements. research to implementation to results.’’ In the fall of 2009 the Edmonton Public Library (EPL) started an ambitious project to dramatically change the percep- Puerto Rico Satellite Meetings tion and image of its library system, culminating with Social science libraries: A bridge to knowledge for the launch of EPL’s new brand in 2010. The new sustainable development. brand provides a fun, fresh and creative base from Havana, Cuba, 8–10 August 2011. Social Science which to engage library stakeholders. Contact for the Libraries Section. award is Tina Thomas, [email protected] Topics: Third place was awarded to the Georgia Institute of digital libraries Technology Library (Atlanta, Georgia, USA), for the repositories –subject and institutional project and radio broadcast ‘‘Lost in the Stacks.’’ This open access is the world’s first and only research library rock n’ collaboration and networking. roll radio show and airs on WREK 91.1 FM (and streams worldwide) on http://wrek.org every Friday The conference venue is the National Library of at noon from Georgia Tech’s campus. Contact for the Cuba Jose´ Martı´. award is Ameet Doshi [email protected]. Further information: [email protected] More details about these winning campaigns Francophonies, bibliothe`ques et de´veloppement are available from Christie Koontz, Christie. durable. [email protected], Information Coordinator for the Martinique, 9 au 12 aouˆt 2011. L’Association inter- jury. The first place winner will be announced offi- nationale francophone des bibliothe´caires et docu- cially at the IFLA press conference, time and place mentalistes (AIFBD) en coope´ration avec la Section to be announced. Second and third place winners will Pre´servation et Conservation. be announced also and awarded with distinctions. Pour information: Re´jean Savard, Pre´sident de For this ninth award, applications were available on l’AIFBD et du comite´ scientifique. Rejean. the IFLA Web. Altogether there were 19 applicants [email protected] from 12 countries including Australia, Canada, China, Maximising collection development of electronic Germany, India, Indonesia, Lithuania, Maldives, and print media in the digital environment: Netherlands, Russia, Spain, and USA. Any library, Opportunities for collaboration, strategic partner- agency, or association in the world that promotes ships and patron initiated collecting models. library service was eligible to receive the award. US Virgin Islands, 10–11 August 2011. Acquisition and Collection Development Section. Future IFLA conferences and meetings Topics: redefining collections: integrating electronic and Puerto Rico 2011 print media The World Library and Information Congress 2011, collaborative collection development in Latin 77th IFLA General Conference and Assembly, will America and the Caribbean: marketing online take place the Puerto Rico Convention Centre, San resources Juan, Puerto Rico from 13–18 August 2011. Theme: patron initiated collection development: new Libraries beyond libraries: Integration, Innovation opportunities for libraries and Information for all. For a short video access versus ownership introduction to San Juan and Puerto Rico, please strategic partnerships with publishers. visit this YouTube link: http://www.youtube.com/ watch?v¼twdEw6ufw1U The conference will be held at the University of IFLA has launched a new website for its World the Virgin Islands, St. Thomas Campus, Administra- Library and Information Congress. Keeping the web- tion and Conference Center (ACC), 142, 2 John site separate from the main IFLA website allows us to Brewers Bay, St. Thomas, VI 00802. The conference work more flexibly with the layout, as the information languages are English and Spanish. Please note that that is offered has different requirements and output some financial support will be provided for flight formats. We have created a new URL (http:// expenses and hotel costs. 174 IFLA Journal 37(2)

Further information: Conference website: http:// Romeoville, IL 60446, USA. Tel. þ1 847-275-0666 www.ifla.org/en/acquisition-collection-development/ (cell) Email: [email protected] conferences-workshops Art bibliography and networking information in Helsinki 2012 Latin America and the Caribbean: A recent The World Library and Information Congress: perspective. 78th IFLA General Conference and Assembly, will Mexico City, 20–21 August 2011. Latin America take place in Helsinki, Finland from 11–16 August and the Caribbean Section, Asociacion Mexicana de 2012. Theme: Libraries Now!–Inspiring, Surprising, Bibliotecarios A.C. with the collaboration of the Art Empowering. Libraries Section. Topics: Further information from: Josche Ouwerkerk, Conference Officer, IFLA Headquarters, PO Box arts bibliography 95312, 2509 CH The Hague, Netherlands. Tel. þ31 cooperation among art libraries 70 314 0884. Email: [email protected] art and the web art information sources connection between European and Latin Ameri- can art IFLA publications information about art museum collections Digital Library Futures: User perspectives and art digital libraries. institutional strategies. Edited by Ingeborg Verheul, Anna Maria Tammaro & Steve Witt Berlin/Munich: Further information: Martin Flynn, Head of Infor- De Gruyter Saur, 2010. ISBN 978-3-11-023218-9 mation Services & Illustration Awards Manager, (IFLA Publications; Nr 146) Euro 89.95 / for USA, Word & Image Department, Victoria and Albert Canada, Mexico US$ 126.00. Special price for IFLA Museum, South Kensington, London SW7 2RL, members Euro 69.95 / for USA, Canada, Mexico US$ UK. Tel: þ44 (0) 20 7942 2291. Fax: þ44 (0) 20 98.00. Also available as an eBook. 7942 2410. Email: [email protected] Initiatives at a cross-cultural level, where libraries, museums and archives work together in creating digital libraries, and making their cultural heritage ILDS 2011: 12th Interlending and Document Supply collections available online, are emerging. Leading Conference academic researchers from the cultural heritage and 19–21 September 2011, Chicago, USA. Theme: the publishers sectors approach this issue: digital Resource sharing in the digital age. library user experience: a focus on current user Organizers: IFLA Document Delivery and research; digital library content: what users want and Resource Sharing Section. how they use it; strategies for institutions: how cul- Topics: tural institutions and publishers respond to the digital resource sharing activities of all types, including: challenge. interlibrary loan, cooperative collection develop- Funktionale Anforderungen an Normdaten. Glenn ment, cooperative reference, direct borrowing, E. Patton. (Hrsg.) Berlin/Mu¨nchen: De Gruyter Saur, consortial programs, and shared licensing/pur- 2010. ISBN 978-3-11-023250-9. Euro 59.95 / for chasing of electronic resources USA, Canada, Mexico US$ 84.00 Special price for international resource sharing concerns, such as: IFLA members Euro 49.95 / for USA, Canada, Mex- delivery methods, payment options, interoperabil- ico US$ 70.00. ity of systems, computer standards Dieses Buch stellt einen Teil der Erweiterung und intellectual property rights in different countries Entwicklung der Functional Requirements for Biblio- or regions, especially as they pertain to electronic graphic Records dar. Es entha¨lt eine weitergehende resources Analyse der Merkmale verschiedener Entita¨ten, die open source systems and their role in resource im Fokus von Normdaten stehen (Personen, Familien, sharing Ko¨rperschaften, Werke, Expressionen, Manifestatio- innovative approaches or trends in resource shar- nen, Exemplare, Begriffe, Objekte, Ereignisse und ing in all types of libraries or in any part of the Orte), die Benennungen unter denen diese Entita¨ten world. bekannt sind, und die normierten Sucheinstiege, welche die Katalogisierer fu¨r diese erzeugen. Further information: Mary A. Hollerich, Director, Please order any IFLA De Gruyter Saur Publica- Lewis University Library, 1 University Parkway, tion from: News 175

De Gruyter Saur Verlag or Rhenus Medien Logistik forward. Cultural heritage is a fundamental aspect in GmbH & Co. KG Justus-von-Liebig-Straße 1 86899 the rebuilding of community identity and dignity, as Landsberg, Germany. Website: www.degruyter.de/ well as in keeping up hope after such a catastrophe. cont/imp/saur/saurEn.cfm. Tel. þ49 (0)8191 9 70 The Blue Shield trusts that the emergency authori- 00-214. Fax: þ49 (0)8191 9 70 00-560. E-mail: ties will take appropriate measures to ensure the [email protected] preservation of heritage features of the city in the For the USA - Canada - Mexico aftermath of the disaster. The Blue Shield Mission Walter de Gruyter, Inc. P.O. Box 960. Herndon, is ‘‘to work to protect the world’s cultural heritage VA 20172-0960, USA. Phone: þ 1 (703) 661-1589. threatened by armed conflict, natural and man–made Toll free: þ1 (800) 208-8144. Fax: þ1 (703) 661- disasters’’. While it strongly supports the priority to 1501. E-mail: [email protected] find the missing, and to help the injured and homeless; Using research to promote literacy and reading in it places the expertise and network of its members at libraries: Guidelines for librarians. Lesley Farmer the disposal of their New Zealand colleagues to and Ivanka Stricevic. The Hague, IFLA Headquarters, facilitate their work in assessing the damages, and, for 2011. 28p. 30 cm (IFLA Professional Report: 125) subsequent recovery, the restoration and repair ISBN 978-90-77897-48-5. ISSN 0168-1931. Down- measures. load: [PDF] http://www.ifla.org/files/hq/publications/ The Blue Shield calls on the international commu- professional-report/125.pdf nity, responsible authorities and local population to Order directly from IFLA Headquarters (address give the fullest support to all efforts underway to on order form) for EUR 10 per report, plus EUR 15 protect or rescue the heritage of Christchurch and postage and handling charges and VAT, if applicable. avoid further damages to museums, libraries, archives, monuments and sites. The member organi- From other organizations zations of the Blue Shield are currently liaising with New Zealand colleagues to obtain further information Blue Shield Statement on Christchurch on both the situation and on the possible needs and 4 March 2011 types of help required so as to mobilize their networks Following the recent earthquake in Christchurch, New accordingly. A more complete report on damages, Zealand, the Blue Shield expresses its great sorrow needs and actions will be published subsequently, in for the loss of lives and the destructions the city’s cul- order to facilitate coordination. tural heritage sites and institutions suffered. The city of Christchurch has been rocked by a major earthquake (magnitude 6.3) on last Tuesday, Blue Shield Statement on Egypt 22 February 2011, half a year after the 7.1 earthquake 2 February 2011 of 4 September 2010. Besides the serious casualties, Following the recent events in Egypt, the Blue Shield the toll on heritage is to be high. It appears that there expresses its great concern about the safeguarding of is very important damage to the historic area of the the country’s invaluable cultural heritage amid the city and its built heritage. existing turmoil. Among others, the Anglican cathedral, the Catholic Starting last Friday evening, a number of important basilica, and the Victorian Gothic Provincial Build- museums and sites in Egypt have fallen prey to loo- ings, symbols of the city’s cultural heritage, has been ters. Thankfully, in certain cases, it has been reported severely damaged. Some major cultural institutions that members of civil society stood to protect and conservation places, such as museums, libraries museums and heritage sites all over the country. This and archives, are also reported to be significantly demonstrates not only the attachment of the local pop- affected. What happened in Christchurch once again ulation for their cultural heritage and their determina- underlines the vulnerability of cultural institutions, tion to protect it, but also the vulnerability of cultural sites and monuments in case of natural disaster. institutions, sites and monuments during times of In addition to the tragic loss of human lives and great conflict. the country’s prevailing state of shock, the loss of It is universally recognized that Egypt has an these significant aspects of Christchurch’s heritage incomparable history and heritage which has had a will have profound and lasting consequences on profound and lasting influence on peoples throughout the self-conception and the collective memory of the world. Any loss of Egyptian cultural property its inhabitants. The intangible values of a would seriously impoverish the collective memory people’s cultural heritage can support the processes of mankind. Egypt has an exceptionally rich cultural to regenerate normality and help people to move heritage and it is imperative that every precaution 176 IFLA Journal 37(2) necessary be taken by all sides involved in this strife institutions, sites and monuments. Especially aerial to avoid destruction or damage to archives, libraries, bombardments and artillery pose a grave danger to monuments and sites, and museums. fragile cultural sites. Any loss of Libyan cultural Blue Shield urges all sectors of Egyptian society to property would seriously impoverish the collective do everything in their power to curb or prevent all memory of mankind. actions that could result in the damage or destruction Libya is a party to the 1954 Hague Convention for of their cultural heritage. The Blue Shield also praises the Protection of Cultural Property in the Event of the courageous citizens of Cairo and the rest of Egypt Armed Conflict since 1957, and became a party to the who spontaneously mobilized to protect the Egyptian Second Protocol of this convention in 2001. The Museum and other cultural institutions. We call on all Hague Convention deals with responsibilities regard- Egyptians to continue giving the fullest support to all ing cultural heritage in times of armed conflict and the efforts to prevent damage to heritage sites and institu- danger of its misuse. The Blue Shield is appealing to tions throughout the country. all parties involved to respect the stipulations of the The Blue Shield Mission is ‘‘to work to protect the Convention and to protect our world cultural heritage. world’s cultural heritage threatened by armed conflict, The Blue Shield mission is ‘‘to work to protect the natural and man–made disasters’’. For this reason, it world’s cultural heritage threatened by armed conflict, places the expertise and network of its member organi- natural and man–made disasters’’. For this reason it zations at the disposal of their Egyptian colleagues to places the expertise and network of its member organi- support their work in protecting the country’s heritage, zations at the disposal of their colleagues working in in assessing the damage that has occurred, and for sub- Libya to support their work in protecting the country’s sequent recovery, restoration and repair measures. heritage, and if necessary, for subsequent recovery, The member organizations of the Blue Shield are restoration and repair measures. currently liaising with Egyptian colleagues to obtain The member organizations of the Blue Shield are further information on both the situation and on the currently liaising with colleagues in Libya to obtain possible needs and types of help required so as to further information on both the situation and on the mobilize their networks accordingly. possible needs and types of help required so as to A more complete report on damages, needs and mobilize their networks accordingly. actions will be published subsequently, in order to facilitate coordination. The Blue Shield The Blue Shield is the protective emblem of the 1954 Blue Shield Statement on Libya Hague Convention which is the basic international 14 March 2011 treaty formulating rules to protect cultural heritage Following the recent events in Libya, the Blue Shield during armed conflicts. The Blue Shield network expresses its great concern about the safeguarding of consists of organizations dealing with museums, the country’s invaluable cultural heritage amid the archives, audiovisual supports, libraries, monuments existing turmoil. The Blue Shield deplores the suffer- and sites. ing and loss of life this conflict has imposed on the The International Committee of the Blue Shield Libyan population. (ICBS), founded in 1996, comprises representatives Between 1982 and 1986, five sites in this vast of the five Non-Governmental Organizations (NGOs) country, bearing witness to the rise and fall of sophis- working in this field: ticated cultures stretching from prehistory to Islamic civilization, were chosen to become part of the The International Council on Archives UNESCO World Heritage List. Three of these sites, The International Council of Museums Cyrene, Leptis Magna and Sabratha, are evidence of The International Council on Monuments and Sites the civilization that flourished in Libya during the The International Federation of Library Associa- Punic, Greek and Roman eras. The prehistoric site tions and Institutions of Tadrart Acacus and the ancient city of Ghadames The Co-ordinating Council of Audiovisual are proof of the importance of heritage sites in this Archives Associations territory. The ongoing armed conflict in Libya gives reason National Blue Shield Committees have been for concern, not only amongst academics but for founded in a number of countries (18 established and everybody concerned with the preservation of cultural 18 under construction). The Association of National heritage, about the vulnerability of cultural Committees of the Blue Shield (ANCBS), founded News 177 in December 2008, will coordinate and strengthen of documentary heritage. The Director-General con- international efforts to protect cultural property at risk venes the IAC in ordinary session every two years. of destruction in armed conflicts or natural disasters. In particular, the IAC maintains an overview of The ANCBS has its headquarters in The Hague. the policy and strategy of the whole Memory of the Contact Information: secretariat.ICBS@ blueshield. World Programme. It therefore monitors the global museum progress of the Programme, considers reports from its sub-committees, from regional committees and Personal news the Secretariat, and in turn advises these bodies on their functions and responsibilities. As necessary, it Memory of the World Programme revises and updates the General Guidelines of Mem- We are pleased to announce that UNESCO Director- ory of the World and it is responsible for approving General Irina Bokova has appointed IFLA President additions to, or deletions from, the international Ellen Tise to the International Advisory Committee Memory of the World International Register. It (IAC) of the Memory of the World Programme for builds the structures of the Programme with the a four-year period from 2011 to 2014. intent of creating a sound framework for the future UNESCO established the Memory of the World maturing of Memory of the World into the status Programme (http://www.unesco.org/webworld/mdm/) of a UNESCO Recommendation and ultimately a in 1992 to ‘guard against collective amnesia calling UNESCO Convention. upon the preservation of the valuable archive holdings IFLA Governing Board member and Chair of and library collections all over the world ensuring their Division IV Michael Heaney has also been appointed wide dissemination.’ to the International Advisory Committee (IAC) of the The IAC (http://portal.unesco.org/ci/en/ev. Memory of the World Programme for a four-year php-URL_ID¼2254&URL_DO¼DO_TOPIC&URL_ period from 2011 to 2014. Mike is currently Execu- SECTION¼201.html) is the peak body responsible tive Secretary of the Bodleian Libraries in Oxford, for advising UNESCO on the planning and implemen- United Kingdom. tation of the Programme as a whole. It comprises IFLA Governing Board member Helena R. 14 members serving in a personal capacity chosen Asamoah-Hassan is also a member of the IAC and for their authority in the field of the safeguarding completes her term in 2012. IFLA International calendar

International Federation of Library Associations and Institutions 37(2) 178–179 International calendar ª The Author(s) 2011 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211409846 ifl.sagepub.com

4–5 July 2011. London, UK. 10–12 aouˆt 2011. Martinique. 2nd ISKO UK Biennial Conference. Theme: Facets Francophonies, bibliothe`ques et de´veloppement of Knowledge Organization. durable. Deuxie`me congre`s mondial de l’Associa- Further information: Conference website: http:// tion internationale francophone des bibliothe´caires www.iskouk.org/conf2011/index.htm et documentalistes (AIFBD) et colloque satellite IFLA en coope´ration avec sa Section Pre´servation 11–29 July 2011. Riga, Latvia with study visits to et Conservation. partner institutions in other Baltic states. Pour information: Re´jean Savard, Pre´sidentdel’AIFBD SOIMA 2011: Safeguarding Sound and Image et du comite´ scientifique. [email protected] Collections (3 weeks course). Further information: SOIMA 2011–Collections Unit, 13–18 August 2011. San Juan, Puerto Rico. ICCROM, 13, via di San Michele, I–00153 Rome IFLA World Library and Information Congress: RM, Italy. Tel. þ39 06 585531. Fax: þ39 06 77th IFLA General Conference and Council. 58553349. Email: [email protected] Theme: Libraries beyond libraries: integration, innovation and information for all. 24–29 July 2011. Dublin, Ireland. Further details: IFLA Headquarters, PO Box 95312, International Association of Music Libraries, 2509 CH The Hague, The Netherlands. Phone: þ31 Archives and Documentation Centres (IAML) 70 314 0884. Fax: þ31 70 383 4827. Email: ifla@ Conference. ifla.org. OR Puerto Rico National Committee, IFLA Further information: http://www.iaml.info/en/ 2011, San Juan, Puerto Rico. Email ifla2011.puertorico activities/conferences or email Roger Flury, AML @upr.edu OR [email protected] Secretary General at: [email protected] 20–21 August 2011. Mexico City, Mexico. 25–29 July 2011. Derby, United Kingdom. Art Bibliography and Networking Information ICCS’11: Conceptual Structures for Discovering in Latin America and the Caribbean. A recent Knowledge. perspective. IFLA Art Libraries Section Satellite Website: http://www.iccs.info Conference 2011. Further information: Martin Flynn, Head of Informa- 8–10 August 2011. Havana, Cuba. tion Services & Illustration Awards Manager, Word Social science libraries: A bridge to knowledge for & Image Department, Victoria and Albert Museum, sustainable development. IFLA Social Science South Kensington, London SW7 2RL, UK. Tel. þ44 Libraries Section Satellite Conference. (0) 20 7942 2291. Fax: þ44 (0) 20 7942 2410. Email: Further information: [email protected] [email protected]

10–11 August 2011. St. Thomas, US Virgin Islands. 22–25 August 2011. York, United Kingdom. Maximising collection development of electronic 9th Northumbria International Conference on Per- and print media in the digital environment: formance Measurement in Libraries and Information Opportunities for collaboration, strategic partner- Services. Theme: Proving value in challenging times. ships and patron initiated collecting models. IFLA Further information: [email protected] Acquisition and Collection Development Section Satellite Conference. 19–20 September 2011 The Hague, Netherlands. Further information: Conference website: http:// Classification & Ontology – Formal Approaches www.ifla.org/en/acquisition-collection-development/ and Access to Knowledge. International UDC conferences-workshop Seminar 2011. International calendar 179

Further information: Email: [email protected] 10–12 October 2011. Chicago, Illinois. Website: http://seminar.udcc.org/2011/ 12th Interlending and Document Supply Conference (ILDS). 21–23 September 2011. The Hague, Netherlands. Further information: Mary A. Hollerich, Director, DC-2011 International Conference on Dublin Core Lewis University Library, 1 University Parkway, and Metadata Applications. Theme: Metadata Romeoville, IL 60446, USA. Tel. þ1 847-275-0666 harmonization: Bridging languages of description. (cell). Email: [email protected] Further information: http://dcevents.dublincore.org/ index.php/IntConf/dc-2011/ 24–27 October 2011. Beijing, China. International Conference on Asia-Pacific Digital Main conference: 26–28 September 2011. Tutorials, Libraries (ICADL 2011). Workshops: 25 & 29 September 2011. Berlin, Germany. Further information: Email: michael.b.huang@ TPDL 2011 – International Conference on Theory stonybrook.edu Website: http://www.icadl2011.org/ and Practice of Digital Libraries (formerly known as ECDL). Conference website: http://www.tpdl2011.org 2012 October–December 2011. Antwerp, Belgium. 11–16 August 2012. Helsinki, Finland. LIB@WEB : Management of Electronic Informa- IFLA World Library and Information Congress: tion and Digital Libraries (3 months course) 78th IFLA General Conference and Council. Lib@Web is the successor to the STIMULATE ITP Theme: Libraries Now! – Inspiring, Surprising, which has been running successfully for 10 years Empowering. (2000–2010) at the Vrije Universiteit Brussel. Target Further information: Josche Ouwerkerk: http:// group : Young but technologically skilled librarians and www.ifla.org/en/hq#josche-ouwerkerk information managers in universities and research insti- tutes. Aims: Training of the new digital and electronic librarians to manage modern library technologies which can effectively support development in science, culture 2012–2015 and technology. Further information: Website: http://www.ua.ac.be/ 2012 Canada; 2013 Denmark, A˚ rhus; 2014 Austria, lib@web Vienna; 2015 USA, New York International Association of Music Libraries, 5–7 October 2011. Delft, The Netherlands. Archives and Documentation Centres (IAML). 5th International Symposium on Intelligent Distri- Further information: http://www.iaml.info/en/ buted Computing – IDC 2011. activities/conferences or email Roger Flury, AML Website: http://idc-2011.d-cis.nl/ Secretary General at: [email protected] IFLA Abstracts

International Federation of Library Associations and Institutions 37(2) 180–184 Abstracts ª The Author(s) 2011 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0340035211411072 ifl.sagepub.com

Sommaires gouvernance électronique, ainsi que donnent des con- Promoting a culture for reading in a diverse world. seils pour les utiliser. Cet article se fonde sur une étude [Promouvoir une culture de la lecture dans un commandée par la Fédération internationale d'associa- monde multiforme.] tions de bibliothécaires et d'institutions (IFLA) et ’ Ray Doiron et Marlene Asselin menée par le Service chargé des études sur l informa- IFLA Journal 37 (2011) No. 2. pp. 109 tion et la communication en 2009 sur la gouvernance électronique et les bibliothèques hybrides en Afrique. ’ ’ ’ S’inspirant de la recherche qui établit un rapport entre Un des objectifs de l étude était d étudier l existence alphabétisation et bibliothèques, cet article fournit aux et le rôle des bibliothèques hybrides dans la gouver- ’ bibliothécaires travaillant dans différents types de bib- nance électronique en Afrique. L étude, qui compre- liothèques de par le monde un cadre conceptuel pour nait une enquête menée dans plusieurs pays ’ promouvoir et encourager la lecture chez les enfants. africains et une étude de cas en Namibie, s est servie Quelques exemples actuels de programmes à succès de questionnaires pour rassembler les données. ’ ’ ’ du monde entier visant à promouvoir la lecture sont L article s intéressedeprèsàlétude de cas namibi- évoqués pour montrer comment différentes bibliothè- enne. Les auteurs concluent que les bibliothèques ’ ques prennent l’initiative pour promouvoir l’alphabéti- disposent d un fort potentiel pour mettre à disposition sation et mettre en place une culture de la lecture dans et promouvoir la gouvernance électronique, mais ’ leurs communautés. qu elles sont confrontées à de nombreux défis, notamment en matière de ressources technologiques, humaines et financières. Electronic governance and hybrid libraries in Namibia. [Gouvernance électronique et bibliothè- ques hybrides en Namibie.] Library assistants as situated learners: How they Wilhelm Uutoni, Wilson Yule et Cathrine can learn more effectively. [Les assistants bibliothé- T. Nengomasha caires en tant qu’apprenants situés : comment peu- IFLA Journal 37 (2011) No. 2. pp. 118 vent-ils apprendre avec plus d’efficacité.] Teresa To Une nation renforcée par l’information est en mesure IFLA Journal 37 (2011) No. 2. pp. 126 de contribuer au processus démocratique. Les gouver- nements réalisent de plus en plus l´importance des De nombreuses bibliothèques travaillent intensivement technologies de l´information et de la communication pour aider les utilisateurs à apprendre, mais la formation comme instruments servant à gouverner. Au sein des du personnel est en fait encore plus importante. Ce sont sociétés, les bibliothèques ont toujours été des institu- les membres du personnel qui mettent les projets et tions appréciées comme des sources fiables d’informa- services à exécution, et c’est leur capacité à s’adapter tions et elles sont en train de devenir des points d’accès au monde en pleine évolution qui a une influence directe à la gouvernance électronique qui bénéficient aussi sur le succès et l’efficacité des fonctions bibliothécaires. bien de la confiance des patrons que de celle des Par conséquent, le personnel est supposé mettre à niveau agences gouvernementales (Jaeger et Fleischmann, ses connaissances et ses aptitudes en permanence afin de 2007). Elles aident à trouver des informations et cer- contribuer à et d’améliorer les fonctions et services de la taines fournissent l’accès à des ordinateurs et un accès bibliothèque servant à répondre aux besoins croissants gratuit à Internet. Il n’est pas surprenant qu’avec la des utilisateurs. Cet article présente une étude sur les gouvernance électronique (e-gouvernance), on s’at- assistants bibliothécaires (AB) considérés comme tende à ce que les bibliothèques, en particulier les bib- apprenants situés et sur la façon dont ils apprennent liothèques publiques, fournissent aux citoyens l’accès dans une bibliothèque universitaire de Hong Kong. aux sites Internet, aux formulaires et aux services de Les AB sont des membres fondamentaux des Abstracts 181 bibliothèques et ils effectuent souvent toutes sortes de les grandes entreprises que pour les bibliothèques. Le tâches et de services indispensables. Cette étude a marketing intégré leur offre tous les instruments néces- essentiellement pour objet d’explorer, d’analyser et saires pour présenter leurs arguments clés. Les entre- d’interpréter les problèmes d’apprentissage des AB prises commerciales ainsi que les organisations non et de fournir des recommandations utiles aux gouvernementales puissantes telles que Greenpeace administrateurs de la bibliothèque sur la façon de con- maîtrisent toutes sortes d’instruments de marketing tribuer à un cadre d’apprentissage plus efficace pour intégré. Cependant, seules quelques bibliothèques le personnel. utilisentlemarketingausenspropreduterme.Les bibliothèques prennent souvent des actions isolées The mutations of marketing and libraries. [Les de relations publiques pour du marketing. Et mutations du marketing et des bibliothèques.] lorsqu’elles s’engagent vraiment dans des opérations Wolfgang Ratzek de marketing, elles préfèrent – généralement – les IFLA Journal 37 (2011) No. 2. pp. 139 instruments classiques. Cet article conceptuel s’intér- esse aux différentes façons de pratiquer le marketing Nous vivons à une époque marquée par les en combinant théorie et pratique. Des projets et ser- conflits. Personne n’est sûr de ne pas en être affecté. vices bibliothécaires d’Allemagne et de Scandinavie En conséquence, toutes les institutions doivent com- servent à illustrer les applications de ces concepts muniquer leur droit à exister. Cela vaut aussi bien pour sur le terrain.

Zusammenfassungen zuverlässige Informationsquellen werden als altbe- Promoting a culture for reading in a diverse world. währte Einrichtungen in der Gesellschaft betrachtet. [Förderung der Lesekultur in einer vielgestaltigen Heute werden sie außerdem zu Zugangsportalen für das Welt.] E-Government, auf die sich sowohl die Besucher wie Ray Doiron und Marlene Asselin auch die Behörden und Regierungsstellen verlassen IFLA Journal 37 (2011) No. 2. pp. 109 (Jaeger und Fleischmann, 2007). Sie helfen beim Auf- finden von Informationen und einige bieten Computer- Angesichts der Forschungsergebnisse, nach denen die zugang und freien Internetzugang. Es ist nicht Lesefähigkeit mit den Bibliotheken korreliert, bietet überraschend, dass von Bibliotheken mit E-Governance dieser Artikel einen konzeptionellen Bezugsrahmen zur – insbesondere von öffentlichen Bibliotheken – erwartet Förderung und Unterstützung der Lesebereitschaft bei wird, dass sie den Besuchern Zugang sowie Hilfe bei Kindern. Damit richtet er sich an Bibliothekare, die in der Nutzung der E-Government-Websites sowie der ganz unterschiedlichen Bibliotheksumfeldern in der gan- entsprechenden Formulare und Services bieten. Dieser zen Welt arbeiten. In diesem Zusammenhang werden Beitrag stützt sich auf eine Studie über E-Governance auch aktuelle Beispiele für erfolgreiche Leseförderung- und Hybridbibliotheken in Afrika, die von der Interna- sprogramme weltweit beschrieben, um zu zeigen, wie tional Federation of Library Associations and Institu- unterschiedlich die einzelnen Bibliotheken bei der tions (IFLA) in Auftrag gegeben und im Jahr 2009 Förderung der Lesefähigkeit eigene Initiative ergreifen vom Department of Information and Communication und eine Lesekultur in ihren Communities aufbauen. Studies durchgeführt wurde. Eins der Ziele dieser Studie bestand darin, die Existenz und die Rolle der Electronic governance and hybrid libraries in Hybridbibliotheken im Zusammenhang mit E-Govern- Namibia. [E-Governance und Hybridbibliotheken ance in Afrika zu untersuchen. Diese Studie, die auch in Namibia.] eine Umfrage in mehreren Ländern im Süden des Kon- Wilhelm Uutoni, Wilson Yule und Cathrine tinents sowie eine Fallstudie von Namibia beinhaltete, T. Nengomasha hat sich auf Fragebögen zur Datenerfassung gestützt. IFLA Journal 37 (2011) No. 2. pp. 118 Der vorliegende Artikel befasst sich schwerpunktmäßig mit der Fallstudie in Namibia. Die Autoren gelangen zu Ein informationsfähiges Land ist in der Lage, zum der Schlussfolgerung, dass sich hier ein erhebliches Demokratisierungsprozess beizutragen. Die Regierun- Potenzial für die Bibliotheken ergibt und dass sie die gen werden sich der Bedeutung der Informations- und Chance haben, E-Governance anzubieten und zu för- Kommunikationstechnologien (ICTs) als Verwaltung- dern. Dabei ergeben sich jedoch auch erhebliche Her- sinstrumente zunehmend bewusst. Die Bibliotheken als ausforderungen, beispielsweise im Zusammenhang 182 IFLA Journal 37(2) mit der technologischen Ausstattung und den Human- der Frage an die Hand gegeben werden, wie man ressourcen sowie den Finanzmitteln. eine effektivere Lernumgebung für die Mitarbeiter schaffen kann. Library assistants as situated learners: How they can learn more effectively. [Bibliotheksassistenten The mutations of marketing and libraries. [Verän- beim situierten Lernen: Vorschläge für eine effekti- derungen im Marketing und bei den Bibliotheken.] vere Weiterbildung.] Wolfgang Ratzek Teresa To IFLA Journal 37 (2011) No. 2. pp. 139 IFLA Journal 37 (2011) No. 2. pp. 126 Wir leben in einer konfliktbeladenen Zeit. Niemand Viele Bibliotheken bemühen sich sehr, ihren Kunden kann sicher sein, davon verschont zu bleiben. Daher die Weiterbildung zu erleichtern. Tatsächlich ist müssen alle Institutionen für ihr Existenzrecht ein- jedoch die Weiterbildung der Mitarbeiter noch wichti- stehen und dies auch kommunizieren. Das gilt für ger. Schließlich sind es die MitarbeiterInnen, die Pläne Großunternehmen ebenso wie für Bibliotheken. Das und Services implementieren, und es ist ihr Anpas- sungsvermögen in Bezug auf die veränderliche Welt, integrierte Marketing bietet alle notwendigen die den Erfolg und die Effektivität der Bibliotheks- Hilfsmittel zur Präsentation der jeweiligen Alleinstel- funktionen unmittelbar beeinflusst. Daher wird von lungsmerkmale (Unique Selling propositions, USP). den Mitarbeitern erwartet, dass sie ihre Kenntnisse Wirtschaftsunternehmen sowie einflussreiche gemein- und Kompetenzen ständig aktualisieren, um zu den nützige Organisationen wie Greenpeace bedienen sich Rollen und Services der Bibliothek beizutragen, diese einer breiten Palette integrierter Marketinginstru- zu verbessern und damit den steigenden Bedürfnissen mente. Nur wenige Bibliotheken hingegen nutzen das der Benutzer Rechnung zu tragen. Dieser Artikel prä- Marketing im eigentlichen Sinne des Wortes. Generell sentiert ein Forschungsprojekt über Bibliotheksassis- neigen die Bibliotheken dazu, einzelne Maßnahmen tenten (Library Assistants, LA) in ihrer Rolle als im Rahmen der Öffentlichkeitsarbeit mit echtem Mar- situative Lernende und beschreibt deren Weiterbil- keting zu verwechseln. Wenn sie sich überhaupt um dung in einer Unibibliothek in Hongkong. Dort sind das Marketing bemühen, verlassen sie sich in der die LAs Kernmitglieder der Bibliotheken und über- Regel auf die klassischen Instrumente. Das vorlie- nehmen oft ein ganzes Spektrum an notwendigen gende Konzeptpapier betont die unterschiedlichen Pflichten und Dienstleistungen. Im Wesentlichen Marketingansätze durch eine Kombination aus Theo- zielt dieses Forschungsprojekt jedoch darauf ab, die rie und Praxis. Entsprechende Bibliotheksprojekte und Bildungsfrage der LAs zu klären, zu analysieren und Services in Deutschland und Skandinavien zeigen die zu interpretieren; außerdem sollen den Bibliotheks- Anwendungsbereiche dieser Konzepte im praktischen verwaltern einige nützliche Empfehlungen bezüglich Einsatz auf.

Resúmenes Electronic governance and hybrid libraries in Promoting a culture for reading in a diverse world. Namibia. [Gobierno electrónico y bibliotecas [Promoción de la cultura de la lectura en un mundo híbridas en Namibia.] diverso.] Wilhelm Uutoni, Wilson Yule y Cathrine Ray Doiron y Marlene Asselin T. Nengomasha IFLA Journal 37 (2011) No. 2. pp. 109 IFLA Journal 37 (2011) No. 2. pp. 118

A partir de un estudio que vincula los niveles de alfabe- Una nación con acceso a la información está mejor tización con las bibliotecas, este documento ofrece un capacitada para contribuir al proceso democrático. Los marco conceptual para promocionar y fomentar la lec- gobiernos son cada vez más conscientes de la importan- tura infantil, destinado a los bibliotecarios que trabajen cia de las tecnologías de la información y las comunica- en distintos tipos de bibliotecas en todo el mundo. Se ciones (TIC) como herramientas de gobierno. Las comparten exitosos ejemplos actuales de programas bibliotecas siempre han sido instituciones valoradas por de fomento de la lectura en todo el mundo, para demos- las sociedades como fuentes fiables de información, y trar el modo en que distintas bibliotecas emprenden ini- se están transformando en puntos de acceso al gobierno ciativas para promocionar la alfabetización y crear una electrónico de los que dependen tanto los usuarios cultura de la lectura en sus comunidades. como los organismos públicos (Jaeger y Fleischmann, Abstracts 183

2007). Facilitan la búsqueda de información, y algunas funciones y los servicios de la biblioteca, a fin de ofrecen acceso a ordenadores y acceso gratuito a Inter- satisfacer las necesidades crecientes de los usuarios. net. No resulta sorprendente que, con la generalización Este documento presenta un estudio sobre los del gobierno electrónico, se espere que las bibliotecas ayudantes de biblioteca como profesionales en (en especial las públicas) ofrezcan a los ciudadanos formación, y cómo aprenden en una biblioteca acceso y asesoramiento sobre cómo utilizar los sitios universitaria de Hong Kong. Los ayudantes de web, formularios y servicios de gobierno electrónico. biblioteca son miembros esenciales de las bibliote- El documento se basa en un estudio encargado por la cas,yamenudollevanacabounconjuntocompleto Federación Internacional de Asociaciones e Institu- de deberes y servicios que son indispensables. El ciones Bibliotecarias (IFLA) y llevado a cabo por el objetivo más importante de este estudio es explorar, Departamento de Estudios de la Información y las analizar e interpretar el aprendizaje de los ayudantes Comunicaciones en 2009, sobre el gobierno electrónico y proporcionar a los administradores de las bibliote- y las bibliotecas híbridas en África. Uno de los objeti- cas algunas recomendaciones útiles sobre cómo vos del estudio era investigar la existencia y el papel facilitar un entorno más eficaz para el aprendizaje de las bibliotecas híbridas en el gobierno electrónico del personal. en África. El estudio, que incluía un sondeo en varios países del sur de África y un caso práctico sobre Nami- The mutations of marketing and libraries. [Los bia, hizo uso de cuestionarios para la recopilación de cambios del marketing y las bibliotecas.] datos. El documento se centra en el caso práctico de Wolfgang Ratzek Namibia. Los autores llegan a la conclusión de que IFLA Journal 37 (2011) No. 2. pp. 139 existe un gran potencial para que las bibliotecas ofrezcan y promocionen el gobierno electrónico, pero al Vivimos en una época plagada de conflictos. Nadie mismo tiempo existen muchos desafíos, como la esca- puede estar seguro de que no resultará afectado. En sez de recursos tecnológicos, humanos y financieros. consecuencia, todas las instituciones tienen que comu- nicar su derecho a existir. Esto es aplicable tanto a las Library assistants as situated learners: How they grandes empresas como a las bibliotecas. El market- can learn more effectively. [Ayudantes de biblioteca ing integrado ofrece todas las herramientas necesarias como profesionales en formación: cómo pueden para presentar unas propuestas de venta únicas. Tanto aprender de forma más eficaz.] las empresas comerciales, como potentes organiza- Teresa To ciones sin ánimo de lucro como Greenpeace, utilizan IFLA Journal 37 (2011) No. 2. pp. 126 una amplia variedad de herramientas de marketing integradas. Sin embargo, solo unas pocas bibliotecas Muchas bibliotecas trabajan intensamente para facil- utilizan el marketing con el significado adecuado de itar el aprendizaje de los usuarios, pero de hecho, el la palabra. A menudo, las bibliotecas confunden aprendizaje del personal es incluso más importante. actos públicos aislados con labores de marketing. Si Los empleados son los encargados de implementar deciden utilizar el marketing, suelen preferir por planes y servicios, y su capacidad de adaptación a norma las herramientas más clásicas. Este documento un mundo en constante cambio es lo que afectará conceptual destaca las diferentes maneras de hacer directamente al éxito y la eficacia de las funciones marketing, combinando la teoría y la práctica. Los de la biblioteca. Por lo tanto, se espera que el proyectos y servicios bibliotecarios de Alemania y personal actualice sus conocimientos y habilidades Escandinavia demuestran la aplicación de estos con- de forma constante para contribuir y mejorar las ceptos sobre el terreno.

Pефераты статей статье предлагается концептуальная модель прод- вижения и поощрения чтения среди детей для Promoting a culture for reading in a diverse world. использования библиотекарями работающими в [Продвижение культуры чтения в многообраз- , разнообразной библиотечной среде по всему миру ном мире.] . Рэй Доирон и Марлен Асселин Описываются успешные современные примеры IFLA Journal 37 (2011) No. 2. pp. 109 программ по развитию чтения из разных стран, демонстрирующие, как различные библиотеки берут На основании исследования, обосновывающего на себя инициативу по продвижению грамотности и увязку грамотности с наличием библиотек, вданной воспитанию культуры чтения в своих обществах. 184 IFLA Journal 37(2)

Electronic governance and hybrid libraries in Многие библиотеки прилагают серьезные усилия Namibia. [Электронное управление и гибрид- для содействия обучению пользователей, но, на ные библиотеки в Намибии.] самом деле, более важным является обучение персо- Вильгельм Утони, Уилсон Йул и Кэтрин нала. Именно персонал реализует планы и оказывает Т.Ненгомаша услуги, и именно от его способности приспосабли- IFLA Journal 37 (2011) No. 2. pp. 118 ваться к растущему миру будет напрямую зависеть успех и эффективность библиотечных функций. В Нация, взявшая на вооружение информационные этой связи от персонала ожидается непрерывное технологии, способна вносить вклад в демокра- улучшение качества знаний и умений с тем, чтобы тический процесс. Правительства все в большей способствовать повышению роли библиотек и степени ощущают значимость информационно- оказываемых ими услуг для удовлетворения коммуникационных технологий (ICTs) в качестве возрастающих нужд пользователей. В данной статье инструмента управления. Библиотеки всегда представлено исследование на тему младших биб- ценились в обществе как внушающий доверие лиотекарей в роли контекстных учеников и того, как источник информации; и в настоящее время они они обучаются в университетской библиотеке в становятся местами доступа к электронному Гонконге. Младшие библиотекари являются кл- управлению, на которые полагаются как патроны, ючевыми сотрудниками библиотек, которые часто так и правительственные учреждения (Йегер и выполняют весь спектр незаменимых обязанностей Фляйшман, 2007). Библиотеки помогают в поиске иуслуг. Наиболее значимой целью данного исследо- информации, а некоторые из них обеспечивают вания является изучение, анализ и интерпретация компьютерный доступи свободный доступв методики обучения младших библиот-екарей, а Интернет. Неудивительно, что с появлением элек- также формулирование ряда полезных рекомен- тронного управления (e-управления) от библиотек, даций для администраторов библиотек о том, как в особенности публичных библиотек, ожидается обеспечить более эффективную обучающую среду обеспечение доступа граждан и предоставление для своего персонала. им инструкций по использованию веб-сайтов, фор- муляров и услуг системы e-управления. Данная The mutations of marketing and libraries. Мутации маркетинга и библиотек статья основывается на результатах исследования, [ '] проведенного по заказу Международной федер- ации библиотечных ассоциаций и учреждений IFLA Journal 37 (2011) No. 2. pp. 139 (ИФЛА) Департаментом по изучению инфор- Мы живем в конфликтные времена Никто не может мационно-коммуникационных вопросов в 2009 . быть уверен в том что останется незатронутым В году, по теме электронного управления и , . результате все организации должны сообщать о гибридных библиотек в Африке. Одним из предме- , тов данного исследования было определение своих правах на существование. Это относится к наличия и изучение роли гибридных библиотек в крупным предприятиям, а также к библиотекам. Интегрированный маркетинг располагает всем е-управлении в Африке. В рамках этого исследова- ния в ходе которого изучались несколько стран необходимым инструментарием для презентации , их уникальных торговых предложений Ком южной Африки и проводилось целевое исследова (USP). - - мерческие предприятия атакжевлиятельныенеком ние Намибии для сбора информации использова , - , - мерческие организации такие как Гринпис имеют в лись опросные листы В фокусе данной статьи – , , . своем распоряжении широкий набор инструментов целевое исследование Намибии Авторы приходят . интегрированного маркетинга В то же время лишь к заключению о наличии большого потенциала для . небольшое число библиотек использует маркетинг библиотек по обеспечению и продвижению е - в прямом значении этого термина Библиотеки часто управления но этот процесс сопряжен со многими . , путают единичные действия по связям с трудностями, включая нехватку технологических, общественностью с маркетингом. Если они все же человеческих и финансовых ресурсов. применяют маркетинг, то предпочитают использо- вать его классический инструментарий. Вданной Library assistants as situated learners: How they концептуальной статье акцентируется иные способы can learn more effectively. [Младшие библиоте- применения маркетинга путем сочетания теории и кари в роли контекстных учеников: как обе- практики. На примере проектов и услуг, пре- спечить их более эффективное обучение.] доставляемых библиотеками из Германии и стран Тереза То Скандинавии, демонстрируется приложение этих IFLA Journal 37 (2011) No. 2. pp. 126 концепций на практике.