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Running head: THE LIBRARIAN’S IMAGE 1
THE LIBRARIAN’S IMAGE
David A Owens
San Jose State University
Abstract
THE LIBRARIAN’S IMAGE 2
The images and perceptions that individuals hold of
librarians and library services, as well as librarian self-
perceptions are discussed. It is argued that contributing factors
to librarian stereotypes and negative images are also those
images and perceptions that librarians hold of their profession.
It’s not only negative images and perceptions that need to be
overcome but also barriers caused by lack of awareness of the
library world and unrealistic expectations. Statistics and
experiences across all types of libraries from school to
university and public to private sector are examined. By looking
at librarian stereotypes through a combination of views,
specifically cultural studies, material & visual culture, I
expand upon ways in which librarian stereotypes have typically
been examined.
The Librarians’ Image
THE LIBRARIAN’S IMAGE 3
Most professions have an interest in their universal image.
For example, the medical profession is particularly concerned
with licensing and qualifications. Lawyers and legal professional
are often perceived in a negative light by today’s society. There
seems to be no profession as obsessed with its image as that of
librarianship. This may be in part due to identity crisis, but
mostly seems to stem from a negative perception by library users.
All types of librarians, academic or public, are complaining of
being treated like servants by patrons. Academic librarians are
often not considered as peers by faculty and teaching professors.
This paper addresses aspects of professional identity in
librarianship including cultural images, popular perceptions and
future trends. The professional image and the self-image of
librarians are influenced by representations in the media and
images in the general public’s imagination. The reality of the
stereotype of a librarian is investigated, and media and public
perceptions are examined.
Literature Review
A number of researchers have spent time investigating the
image of the female librarian with fewer, more recent studies
involving the male librarian image. Poulin (2008), states “The
literature of librarianship is packed with personality studies,
which purport to link the psychological characteristics of
librarians with problems of stereotype, professional image,
THE LIBRARIAN’S IMAGE 4
professional status, and occupational prestige” (p. 2). Church
(2003) studied the librarian image by reviewing not only
scholarly articles, but also such media as newspaper articles
that date back to the early 18th century. He points out that the
impression of librarians held by people stems from sources
including direct interaction with librarians, word of mouth, and
media portrayals of librarians.
Luthmann (2007) found the most common librarian stereotype
is “an older, single, white woman, generally accoutered with one
or more of the following; cardigan, pearls, tweed skirt, hair in
a bun and spectacles perched on the nose” (p. 775). Literature
reports suggest that the negative stereotype still exists within
the public perception and may act as a powerful deterrent to
library use. By examining how librarians are seen by the public
and by each other, can help us better understand the image
problem of the librarian profession and thus help to counteract
it. Furthermore, it is important to consider the professional
role of the librarian, when examining the images presented by
professional literature, mass media and popular culture.
Introduction
The Public Libraries Act of 1850 began the history of modern
public librarianship. The numbers of public libraries rapidly
increased as the 19th became the 20th century; in 1911, 58
THE LIBRARIAN’S IMAGE 5
percent of the population was served by a public library and by
1915 there were 375 public libraries across England and Wales
(Dickinson, 2002). One of the key reasons for the establishment
of public libraries was for the self-betterment of the working
classes, yet the first male librarians often had left formal
education themselves at ages 13 or 14 and the low status of
female colleagues, both contributed to the profession as a whole
being seen as one of low status (Dickinson, 2002).
Historically, the town librarian was an unmarried, older
woman. She managed the library with a firm hand and vigilant eye.
Librarians in popular culture are frequently portrayed as
puritanical, punitive, unattractive, and introverted if female,
or timid, unattractive, and effeminate if male. Children’s
literature generally portrays librarians as knowledgeable,
friendly, and helpful. Librarians in film are often meek, timid,
and unassertive in nature. Movies such as It’s a Wonderful Life
and The Music Man describe librarianship as a “fate worse than
death”. For over eighty years, librarians have waged war on the
shushing bun-and-glasses stereotype. In fact, librarians have
become downright obsessed with eradicating this image from the
American consciousness. Wallace (1989) reports that “surveys done
as a part of ALA’s strategic long range planning process show
that the image of the librarian ranks among the top five concerns
of the profession—along with library finances, access to
THE LIBRARIAN’S IMAGE 6
information, intellectual freedom, and library personnel
resources” (p. 22). So if all these stereotypes are inaccurate,
what makes librarians different from the general population?
In the 1970s and 1980s, the most widely used occupational
data, from the Myers Briggs Type Indicator (MBTI), confirmed that
librarians are process-driven and shortsighted, and tend to shy
away from any type of confrontation. However, a newer study, the
Scherdin study, determined the following percentages for
librarians' personality traits: 63 percent Introverted, 60
percent Intuitive, 61 percent Thinking, and 66 percent Judging.
Traditionally, ISFJ (Introverted Sensing Feeling Judging or The
Nurturer) was the personality type assigned to librarians, but
Scherdin determined that the ISTJ (Introverted Sensing Thinking
Judging or the Duty Fulfiller) and INTJ (Introverted Intuitive
Thinking Judging or the Scientist) personality types were most
prominent in librarians. This personality type is also common in
the following occupations: Computer professionals, chemists,
electrical engineers, high-level corporate executives, auditors,
life and physical scientists, school principals, dentists,
lawyers, and judges. As a future library leader I hope to use
staff MBTI profiles to help create strong project teams that work
well together.
Discussion
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The issues facing library professionals at the turn of the
century reflect similar fears to those a century later,
specifically the struggle to gain recognition for the skills
required. How librarians dress, wear their hair, correct their
vision, walk, talk, and conduct their professional duties
represent a negotiation, either implicit or explicit, with
stereotypical images that permeate the popular culture. The
quest for professional status has been an area of insecurity
since the beginnings of the modern profession. Professional
literature from the turn of the century reflects these concerns,
and acts to illustrate the awareness of the contemporary
situation.
The majority of librarians are older white women, so some
aspects of the stereotype are not, one would think, hugely
unrepresentative. The professions’ participation is keeping this
image valid is certainly relevant, both through a lack of
workforce diversification and a certain sensitivity over self-
image. Examinations of the media’s presentation of librarians
reveal a considerable variance from this stereotype. A content
analysis of the Australian print media over a period of four
years from 2000 to 2004 revealed that the majority of reporting
was positive. The profession was praised for being innovative and
future-focused, dedicated, enthusiastic, knowledgeable and
organized (Robinson, 2006). The clichéd images were found not in
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the mass media, but did exist in professional literature. The
clichéd images found in professional literature did match the
statistics of the typical librarian: a middle-aged female working
in a public library. In contrast many print media stories
concerned younger and male information professionals (Robinson,
2006).
Records indicate that the Harvard library (one of America’s
first official libraries) often participated in the student
admission process; yet, in most cases, “the early American
librarian contented himself with sweeping the library floor,
dusting and arranging the books, and airing the library once a
week” (Dickinson, 2002, p. 100). Reference or instructional
services did not exist at the time. Virtually every library had
closed stacks until well into the nineteenth century, taking
access to the collection by anyone other than the library keeper
extremely unlikely. Collection development for the early
librarians was primarily in the form of donations to the library,
although in later years fundraising was often added to the
library keeper’s duties (Dickinson, 2002, p. 100). It was not
uncommon for the library keeper to be in the undesirable position
of collecting circulation fees and soliciting support from
students. Library positions were essentially a custodial role
that would remain undisturbed into the next century, the
implications of which would last well into the twentieth century.
THE LIBRARIAN’S IMAGE 9
A study of the portrayal of librarians in obituaries in the
New York Times found that in a profession dominated by women the
majority of obituaries, 63.4 percent, were of men and
disproportionately from the academic sector. The traits most
commonly praised within the obituaries included collection
building, scholarship, international outreach and helpfulness,
and the profession is portrayed as a glamorous one ‘‘offers
individuals a fulfilling, exciting, worldly, and eventful
career’’ (Dilevko and Gottlieb, 2004, p. 174). These studies of
the print media suggest that the media portrayal does not
necessarily conform to a stereotype, yet neither are they fully
representative of the profession, focusing more on male
professionals. Robinson suggests that: This could be attributed
to politics and power issues, such as a belief that men are
considered to be more newsworthy, and it may be an attempt to
hide the number of women in the profession, perhaps to attract
more male workers (Robinson, 2006, p. 11). Some librarians look
and behave in ways completely opposite to the popular depictions
in media. Rather than wearing buns, female librarians wear
tattoos.
While the mass media does not always resort to a
stereotypical presentation of a library professional, reports
that the stereotype still exists within the public perception and
may act as a powerful deterrent to library use. As Adams’ and
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Radford’s research shows, stereotypes are persistent and tend to
stay inflexible throughout time. This is no surprise to
librarians who have fought for ages to change their image (Stout,
2004). I feel librarians find these stereotypes so problematic
because stereotypical representations do not acknowledge
differences among types of librarians or types of libraries.
Stereotypes do not acknowledge the range of specific types of
librarians, from catalogers to subject specialists to technology
experts, nor do they recognize the wide variety of tasks
performed by any particular librarian on a given day. However,
the battle of image is not a losing battle.
High profile national promotions of the library profession
are crucial to aid the image fight, but they must be supported by
a consistent local standard of service. The MLA and other
national organizations working with libraries are vital and
provide through policy and promotional work a core structure for
public libraries. A MLA initiative, A Blueprint for excellence
(Dolan, 2007) aims to standardize the services that the public
can expect, yet there can often be a divide in practice between
“national agreements” and local delivery. Several individual
libraries are working to promote a new image within their
institutions. Better still, a group of librarians from the Region
of Camden, in London, have fought back with style and vigor. They
have posed almost nude for a charity calendar, or, as reported in
THE LIBRARIAN’S IMAGE 11
the Telegraph, “Perched on a pile of encyclopedias, Miss June’s
modesty is protected only by a strategically positioned road
atlas.” The librarians are between the ages of 37 and 60 and
sales of their calendar will raise money to support the local
charity. Hopefully these go-getting librarians will be the true
benefactors of charity by breaking through stereotypes by self-
parody, a critical phase of assimilation that usually results in
re-emerging with greater strength (Fountain, 2001, pp. 53-54).
Librarians within Popular Culture
The images of librarians within popular culture are often
distant from both stereotype and reality, and as such provide a
useful third perspective for examining the nature of professional
image. The infamous negative portrayals of librarians are often
older, dating back to the early 20th century.
As the profession has modernized, characterizations have
become somewhat more positive. In the original Batman stories
first published by DC Comics in the 1960s, the alter ego of
Batgirl was introduced as Dr. Barbara Gordon, a PhD in library
science who is head of Gotham City Public Library (Highsmith,
2002, p. 77). However, Barbara is unfortunately depicted shelving
books, despite her supposed status as head of service. The
unassuming role of the librarian is used as an incognito disguise
for her crime-fighting alter-ego, and while her information
locating skills may have been useful to her extra-curricular
THE LIBRARIAN’S IMAGE 12
activities, no direct examples are given (Highsmith, 2002, p.
79).
A character shown to use his librarian skills to much
greater effect is that of Rupert Giles, school librarian in the
television series and comic books, Buffy the Vampire Slayer.
Giles plays a key information role providing the resources and
expertise to advise Buffy on the demons she encounters. The
character is shown as an inspiring example of a fabulously
knowledgeable librarian, and his presence is often crucial to the
success of the protagonist’s victory. In addition, the character
achieved an honor afforded to few real librarians, appearing on
the cover of American Libraries journal (American Libraries, Vol.
30 No. 8).
The recent creation of a librarian action figure doll has
incited much praise and criticism. A real-life librarian, Nancy
Pearl, a US librarian, author and broadcaster, was cast in 5 in.
molded plastic, complete with conservative clothes and a shushing
action. The figure has attracted disapproval from the profession
for conforming to a negative stereotype (Kroll, 2004, p. 21). The
appearance of the doll was however based on Pearl and her
wardrobe, yet Pearl herself is a very positive example of a
dynamic, media-friendly librarian. She appears regularly on local
radio to promote libraries and reading, is the author of several
book recommendation titles and instigated a citywide reading
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project in Seattle “If all of Seattle read the same book”, which
has been copied worldwide (Kroll, 2004, p. 21).
The image of librarians within popular culture can be
problematic, as these examples indicate; often providing a
radical and inspiring vision for a modern professional, yet also
faltered by a traditional stereotype. The high visibility of many
librarian characters within popular culture does show good
awareness levels of many positive aspects of the profession, and
provides a good grounding for further advocacy and promotion.
Others feel the stereotype plaguing the library world can be seen
in a positive light. Ballings (2008) states:
(1) Stereotypes are aids to explanation. Meaning that
stereotypes are widely accepted as an instantiation of
the categorization process; a cognitive process, which
enables one to detect differences and similarities
between groups. Easy recognizable characteristics of
group members or social groups as a whole help to sort
relevant information from irrelevant. One simply
navigates in the world by categorizing it.
(2) Stereotypes are energy-saving devices. Stereotypes
reduce the information processing by offering a
simplified meaning of big amounts of complex and
detailed information. Through the stereotypes we
accommodate a situation using little cognitive energy
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compared to the opposite situation, where we cannot just
react on the basis of stereotypes but have to meet the
“unknown” and spend energy accommodating the new
impressions into our worldview. In other words,
stereotypes are mental shortcuts to create meaning in
daily life situations.
(3) Stereotypes are shared group beliefs. Balling (2008)
argues that stereotypes are created in a dialectic
relation between individual group members, the group as
a whole and individuals not belonging to the group. A
diversion is not possible, e.g. saying that the
librarian stereotype is created by others in order to
ridicule the librarian profession. In fact the creation
of the stereotype lies as much with the librarians
themselves as with the outside world. Librarians create
representations of themselves as group members on basis
of issues such as labor unions, formal education and
professional language. Representations also follow from
the images that group members have of themselves due to
the membership of the group. When librarians speak about
professional subjects, saying “us” and “we”, they give
the impression that other librarians would think and do
as them. Hereby, they feed the general image of the
librarian in their own mind, and potentially in the
THE LIBRARIAN’S IMAGE 15
minds of others outside the group of librarians (pp. 57-
58).
Librarian Self Image
The self-image of librarians is of frequent interest to the
professional press and discussion lists. The perpetuation of a
stereotype can be seen more often in professional literature than
in the mass media: The framing of a typical article (within the
mass print media) was found not to demean the profession and
therefore did not match either the beliefs documented in the
literature or those commonly held within the information
professional sphere (Robinson, 2006, p. 11).
A degree of paranoia surrounding self-image can be detected
throughout professional debate, whether heated exchanges on email
discussion lists and sessions on image at conferences. The belief
that the mass media works to persecute the profession has been
shown to be unfounded (Robinson, 2006, p. 13), and promotion of
the positive aspects of libraries needs to be improved,
particularly as it appears within the professional press.
Gerolimos believes the modern librarian should be a professional
that possesses standards and values that function effectively and
smoothly in a technological environment. He fully understands and
knows sufficiently the conventional library practices. He
constantly wishes to change, to develop and to learn. He adapts
easily in a permanently altered environment of information, he
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has experience in education and possess a considerable amount of
communication skills (2003, p. 691). Furthermore, Balling notes
that in a changing society that demands new competences from
librarians they often look backwards creating an image connected
to an old librarian as a bogey instead of looking into their
professional competences when (re)defining their identity (2008,
p. 56).
Changing Roles of the Librarian
Although cries of a crisis in the library world are
certainly nothing new (Balling, Alsted, and Skouvig, 2007, p.
56), the recent restructuring within many public library
authorities has led to renewed anxiety over the professional
role. Many authorities have changed job titles, removing the word
librarian, and responsibilities have shifted in many cases from
enquiry desk-based work to focusing on engaging new audiences.
Many libraries are changing their names from “memorial library”
to titles such as “Learning Resource Center”. I in addition, some
administrations are recruiting those without a library
qualification or. Changes of this sort can be perceived as
threatening by some and at the least, unsettling (skouvig, 2007).
Many branch directors believe that appropriate strategies for
promoting libraries are educational training, sponsoring
seminars, promoting the International Organization for
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Standardization 9000, and holding a variety of recognition and
morale-boosting activities (Tseng, 2007, p. 21).
In a dynamic, information and technology-driven society,
librarians can create new roles by assessing changes in their
environment, the potential effect and ways to reposition
themselves (Fourie, 2004, p. 62). Scenario building, literature
reviews, situation analysis, speculation and forecasting may be
used. Librarians have a good idea of what they can offer, but are
often unable to reposition themselves in time. Educational
perspective that supports a constructivist-learning environment,
portfolio assessment, and affective and metacognitive skills
could support librarians in preparing for change. The value of
task analysis, needs assessment, and market research are
mentioned briefly. Apart from knowledge (cognitive level),
librarians should focus on affective and metacognitive skills,
decision-making abilities, environmental scanning, change
management and the typical personality characteristics required
to survive in the cyber age (assertiveness, self-confidence,
creative thinking, and innovativeness) (Fourie, 2004, 62).
The Image of the Future
The challenges of changing roles and work environments can
be unsettling, but it is through an informed engagement with the
implications and realities of change upon the professional role
that we can shape our future for ourselves.
THE LIBRARIAN’S IMAGE 18
Insecurity over the professional role has existed since the
first modern librarians, and the pleas made a century ago for
recognition and fair remuneration still resound in professional
discourse. Insecurity over status and sensitivity over self-image
has achieved little so far, whilst the perception of persecution
by stereotype has been shown to be dated. It is a matter of
choosing the positive aspects of cultural influences to inspire
us and shouting loud about the good work we all do, both big and
small. The image we seem to worry about most – that of the
middle-aged spinster librarian – is basically irrelevant and
unimportant. As Sullivan states “Gone too is, Miss Priss the
Librarian, jealous guardian of sacred texts, gargoyle in high-
button shoes with pince-nez and prudish disposition. The modern
librarian must perform many roles researcher, psychologist,
salesperson, baby sitter, public-relations specialist” (1995, pp.
2). What is important is the view of the librarian and the
library as foreboding, boring, complicated, largely inaccessible,
or worse, irrelevant (Schuman, 1990, p. 86). Gordan (2004) states
“When we define ourselves against this ingrained image of our
sensibly shod-and-bunned elders, we fall into stereotype
ourselves” (p. 1).
Every professional proud to call themselves a librarian must
work daily to counter this view, not alone but in partnership,
with professional networks and organizations, who in their turn
THE LIBRARIAN’S IMAGE 19
must consistently operate a vibrant and engaged promotional
strategy, representing on the national stage the skills and
experience of their workforce. Maybe we worry too much about the
stereotypes of both how we look and what we do. It is however
crucial that people have a clear idea of the range of services we
actually offer. To achieve this, what we do must be relevant and
in consultation with the communities we serve. A good example for
proactivity is interacting with complete strangers, sometimes
difficult for introvert personalities, and finding something in
common to discuss. You have to engage, listen and share. No
wonder so many people find this overwhelming” (Fountain, 2001).
Suggested techniques to help navigate networking events include
finding another person who is alone, ask open-ended and follow-up
questions, and even wear nice clothes to inspire confidence.
When posed the query regarding librarian image problems, my
co-workers at AT Still University Memorial Library of Health
Sciences, often identified problems, but weren’t sure how to
solve the problems. They generally agreed that there is not much
one can do in instances where a library user discriminates on the
basis of age, gender, or presumed sexual orientation. Many also
emphasized some of this responsibility should be put on the user
and what he/she brings to a reference interaction.
The American Libraries group ran a publicity campaign called
"Image: How They're Seeing Us," a recurring column in the 80s and
THE LIBRARIAN’S IMAGE 20
90s that focused on librarians' images in society. Unfortunately,
since the bun-wearing, colorless image still remains today, it is
doubtful that the column succeeded in chipping away at the
stereotype (Salinero, 2005, p. 18). What will it take to change
or eradicate the image? Some suggest mounting an aggressive PR
campaign to send out an anti-bun image such as the Hot Picks @
Your Library calendar or the ALA campaign depicting a happy,
diverse, and "with-it" group. Also, the ALA's Spectrum project
provides scholarships, fundraising, recruitment, mentoring,
leadership and professional development for future minority
librarians. It offers a one-year $5,000 scholarship and $1,500 to
students planning to attend an ALA- accredited graduate program
in library and information studies.
Scrogham (2006), urges librarians to forget about the
physical image and promote the skills, dynamism, and modernism of
the profession. If librarians can properly and publicly champion
the profession, then it will cease to appear boring or menial,
recruitment will be much easier, and the physical image will then
become inconsequential. There is no doubt that a diverse library
staff that shares an array of dynamic qualities is needed to meet
the challenges of the Information Age. As librarians we should
want to be as diverse as our communities and diverse as all the
different jobs we do. We’re no one thing. Libraries provide an
enormous variety of services from advising readers about
THE LIBRARIAN’S IMAGE 21
interesting books to assisting patrons with employment
applications. Furthermore, librarians serve an unusually varied
patron group including young children, new immigrants, high
school and college students, and senior citizens. So what is
keeping the old stereotypes around? It can be argued that
Capitalism discounts the efforts of helping professions.
Patriarchy reduces contributions of women that are not clearly
sexual. Though life is better today for professional women,
society continues to undervalue women who choose intellectual
pursuits. The centralized control of the image in Hollywood, the
old maid or the sexually freed librarian replayed over and over
on television or in movies constantly reinforces librarian
stereotypes. One part to this solution could be, again, to show
librarians and librarianship in their diversity, but more work is
needed in this area.
In closing I’d like to present a quote by Scherer (2007) in
the Huffington Post, regarding librarianship:
As it is for many librarians, this is my chosen career.
Librarians are cool, not because of how we dress, what we
drink, or who we associate with. Librarians are cool because
our job is cool. We protect people’s freedom to seek out and
find the information they need. All service and no shushing.
(p. 4)
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