RUNNING HEAD: Considering Culture in Information Needs Analysis

Considering Culture in Information Needs Analysis Cari Cusick, Rachel Karnowski, Margaret Kriwiel, Jennifer Morris, Jennifer Robertson, and Charity Rouse Emporia State University, Emporia, Kansas Spring 2010

Considering Culture in Information Needs Analysis

Abstract Cultural differences and similarities affect the usefulness of a library. Considering cultural influences will provide more opportunities for satisfying the needs of the community. The paper discusses barriers and solutions for providing service to people of other cultures in order to aid in analysis and implementation. The importance of using demographic surveys of the surrounding communities and how the information gathered can be used to create an environment rich in multicultural services and resources is demonstrated. One description featured is the internal library micro culture. This addresses the services offered to meet the needs of various cultures. Another topic discussed is consideration of various cultures needs with library policy and procedures. Not only do cultural considerations help shape policy, it also determines what resources are made available. Throughout the paper, you will determine technologys role in aiding the librarian and recognize that the librarian plays the most vital and versatile role in successfully meeting cultural needs in the library.

Considering Culture in Information Needs Analysis

Robert Grovers model for diagnosing information needs is used to improve services provided by libraries to communities through a four step process: analysis, recommendation, implementation, and evaluation (Grover, 1993 Winter, pg. 95). Understanding the impact culture has on an individual and a community aids in making a better analysis of information needs and how best to meet those needs. To understand the impact culture has on information needs, it is important to first consider a definition of culture. Culture is a group of peoples shared and socially transmitted ideas, values, and perceptions which effect human behavior (Haviland, Prins, Walrath, & McBride, 2004, p. 457). According to the barrel model of culture, there are several aspects to culture that influence human beings: environment, infrastructure, social structure, and superstructure. The environment is the resources available to a group and can include climate and access to materials. Infrastructure is the economic foundation of a community and is the work people do make a living. Social organizations and patterned social arrangements of individuals within a society are the social structure (Haviland, Prins, Walrath, & McBride, 2004, p. 39). These are the written and unwritten rules that hold members of a society together and establish group cohesion. Belief systems, social programs, and economic patterns of subsistence change what materials are available in the library (Shera, 1970). The superstructure is the ideology or worldview of a group and concerns religious and national ideology. Refer to Figure 1 on page 13 for a visual representation of this model. Language is a symbolic aspect of culture as it uses words to represent concepts and, through language, culture is transmitted from one generation to another (Haviland, Prins, Walrath, & McBride, 2004, p. 39). The library as an agency of communication uses language in communicating mechanisms of the library (Shera,

Considering Culture in Information Needs Analysis

1970, p. E51). The semantics, or meaning of words, of classification systems such as catalogs are a linguistic element to libraries that are interpreted by patrons and librarians. People from two different cultures notice the differences between the two groups. However culture is simultaneously the characteristics that tie a group of people together. For example, in Dr. Suesss book The Butter Battle Book there were two culturally distinct groups, the Yooks and Zooks. The Yooks all wore blue and buttered their bread with the butter side up. The Zooks, who lived on the opposite side of a long curving wall, wore orange and buttered their bread with the butter side down. The Zooks and Yooks start an arms race based on bread buttering and the book ends with the two groups poised to destroy each other. These customs on how to butter bread are a simplified example of how belief systems can structure the behaviors of people. The bread buttering custom and national dress are also a tangible example of how culture tied the Yooks and Zooks together. In order for a library to address issues of culture, it is important for a library to first gauge what cultures are at play in a library. A library can use information derived from a demographic survey information to provide customized services that addresses the needs of a particular cultural group within the communityservices the library may not have otherwise been aware were needed. Topeka and Shawnee County Public Library (TSCPL) has been involved in this type of examination, and the summary results of their study are available in the Next Decade section of their website at: http://www.tscpl.org/pdf/civictech.pdf. This type of survey work is usually contracted out to a company which specializes in customized demographic studies for organizations and businesses. Some of the results deal with general demographics such as ethnicity, income level, and education level in the community, and some of the results look at circulation demographics, library usage within demographic groups, and what groups are not

Considering Culture in Information Needs Analysis

being currently served by the library. In another example, Lopez, Puddefoot, and Gandara conducted a multidisciplinary study on how libraries in California could aid Latinos (2000). Four policy considerations were suggested and include expanding the role of the library to provide information in a variety of formats; implementation of homework centers across the state; initiating a program for implementing job/career centers in public libraries; and initiating a program to implement small business information centers (Lopez, et al, 2000, pg. 50). New Yorks Queens Borough Public Library, which serves a large immigrant population, has found ways to address the needs of this particular group in the community. The library partners with their Health Network to plan monthly coping skills workshops addressing the health needs of immigrants and features speakers from two local hospitals. They also offer workshops in branch libraries to accommodate immigrants. Programs are presented in their preferred languages by lawyers, teachers, counselors and other professionals. Some of the topics include immigration law, health issues, job search, womens issues, parenting, education and others. In addition, in the state of Washington the King County Library System united forces with a local literacy organization, a church, and the USCIS (U.S. Citizenship and Immigration Services) Seattle District Office to establish a pilot program called Centered on Citizenship. The programs goal is to engage teen tutors to help prepare adult and elderly citizenship applicants for the naturalization process. Tutoring contains question-and-answer practice for the naturalization test as well as English language dictation practice. Additionally, applicants obtain training and practice in techniques to help them cope with the stress that may emerge during their naturalization interview.

Considering Culture in Information Needs Analysis

Library Links!, the multilingual outreach program of the Minneapolis Public Library in Minnesota, has six Bilingual Outreach Liaisons. These library staff members foster partnerships, frequent community events, make regular contact with other organizations to keep them informed about library programs and events, and help acquaint immigrants to the library. Bilingual Outreach Liaisons also work regular shifts at the library so that patrons will know when bilingual assistance is available. In addition, all appropriate library-produced literature are translated and training workshops are provided for teachers who work with immigrants. Demographic surveys can prove useful when determining which technological resources will meet the needs of various cultures and cultural groups within the library. If a librarys outside population has a lower percentage of English speaking people, library databases and programs need to have second and perhaps third language option. Resources such as using the library programs should be offered in the native languages. Computer programs for learning English should also be readily available. If demographics show a community of older adults (60+), simplistic search engines and technology classes should be available. In a population with a large number of younger people (under 25) more technology and social networking should be offered to increase library usage. Its important to note, though, that technology is a valuable tool when accompanied with professional individuals who understand the needs of the patrons. Age is another aspect of humanity that is influenced by cultural expectations as societies have different beliefs on how people should act according to their age. For example, in recent years the use of libraries among young adults has decreased. Part-time jobs, social and school activities are believed to be the reasons. Libraries are trying to fulfill the needs requested by young adults, which include high-tech computers, up-to-date media technology, and computer labs. Ideally, a library will have sufficient staff to assign technology teams to relate to users and

Considering Culture in Information Needs Analysis

look for current trends. These team members would play a vital role in teaching the other library staff what they find, and in assisting customers, thus bridging a perceived generational gap within the culture. Recreational activities are a high priority for young adults, as are rooms that allow music, television, and without disturbing other patrons. Other activities that tend to attract young adults include books, media and game collections. Libraries with high populations of young adults will need to consider such factors to determine how to best meet the needs of the young adult culture. Similarly, libraries must continue to stimulate and guide the reading of children. The space must attract and invite children to want to visit the library. For example, a library in San Diego has an entrance that is made through a staircase designed to look like an old sailing ship. (Sannwald p. 132) The interior of the childrens space must not constrain or scare them. The height of furniture and book stacks must conform to the childrens size. One way is to promote reading in a cozy and relaxed atmosphere, while another area may be used to display art work. Some libraries have adopted art programs for children which would require furniture and floors that are conducive to art activities. Electronic and media stations are immensely popular in childrens areas. Libraries have included separate computer labs just for children. Again, libraries who serve children will want to take such matters into consideration. A current on-going debate is whether technology changes culture or culture changes technology. This is an interesting argument for many people. According to Genevieve Bell, [technology is] used to support existing patterns of behaviors (Finin, 2006). On the other hand, the way we use technology drives the way we make contact and perform tasks in our daily lives, technology is thus shaping cultures behaviors (McCaul, 2007).

Considering Culture in Information Needs Analysis

Culture also can and should affect library policies. Library policies both serve as indicators and defining factors of library culture. For example, an academic library or school library may have far different policies regarding cell phone use and noise than a public library because they are addressing different needs and attempting to create different library cultures. Libraries that check out toys but do not allow children to play with them in the library create a different culture than those who allow children to play, sprawled out on the childrens area floor. Policies also can affect how a library is perceived by people of differing cultures. For example, a 2008 survey recommended libraries have strong privacy policies in place and communicate that to patrons-in both English and Spanish signage-to ensure Latinos are aware that the library will not share user information (Flores and Pachon, p. 15). Those from countries less time-focused than the United States may feel differently about due date policies and overdue fines. Policies can not only affect a librarys interactions with different ethnic cultures, but also with cultures more affiliated with socioeconomic class, age and other factors. For example, libraries looking to connect with young adult subculture may consider loosening policies prohibiting food, drink and even cell phone conversations in the library. Such libraries might also reexamine policies banning Facebook and other social networking applications within a library. Libraries serving working families may set more evening and weekend hours. Libraries in poorer communities may have lower fines, be more lax about collection of them or even eliminate them altogether (although some libraries have eliminated fines for other reasons). Libraries also should consider how policies are communicated to those of differing cultures. While signage and publications are increasingly available in both Spanish and English, libraries should analyze their community demographics to see if publications should be in other

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languages, as well. After all, if people are unable to read posted policies within a library, how will they know what the policies are? As more and more people gather information online, communities with a high percentage of non-English speakers may have to evaluate the librarys website and its use of different languages. Culture also can and should affect how staff interact with patrons of different cultures. Regardless of the demographics, the key components in the library remain the librarians and staff. All members must be aware of the cultural similarities and differences of the communities. It is the librarians role to be aware of the resources available and teach patrons how to use the system to find information and validate the accuracy (Wilson, 2000). Butler (1933) defines the role of a professional in a library as someone who assumes the responsibility to use the utmost extent of their ability to make the library accessible to the community (as cited in Greer, 2007, p. 143). Libraries are seen as resources for helping patrons of all ages learn more about the world and how to find a productive place in society (Lopez, et al, 2000, p. 49). One paramount example of this is professional behavior in a reference interview. Reference librarians interpret what information patrons need and assisting them with locating that information using the reference interview. The American Library Association defines a reference interview as an information contact where library staff recommends, interprets, evaluates and uses information resources to help others meet information needs. There are many barriers a librarian might face when doing a reference interview with someone who is of a different culture or ethnicity. Librarysupportstaff.com provides guidelines for reference interviews. For example, in every reference interview, first you must communicate in a receptive, cordial, and encouraging manner. It is important to use a tone of voice and/or written language appropriate to the nature of

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the transaction. A librarian must allow patrons to fully state their information need in their own words before responding. Next, identify the goals or objectives of the user's research and then rephrase the question or request. Then make sure to ask for confirmation to ensure that the question the patron asked is understood. Finally, clarify confusing terminology to the patron and avoid using excessive jargon. When possible, use open-ended questioning techniques to encourage the patron to expand on the request or present additional information. Use closed and clarifying questions to refine the search query. Try to maintain objectivity and do not interject value judgments about subject matter or the nature of the question into the transaction. Librarysupportstaff.com says if you follow these guidelines you will have a more successful reference interview. These guidelines are applicable when working with someone from another culture, and it is important that you make sure you understand the information need. Librarians should follow the same guidelines to determine the patrons level of technological knowledge. Once the knowledge base is determined, the librarian can assist the customer appropriately in their search. As a result of language and other cultural barriers, the patron may become discouraged or frustrated, and it is the job of the librarian to make the experience easy and pleasant so the patron will not be hesitant to return to the library for future informational needs. Being patient and courteous to people regardless of their culture, ethnicity, or knowledge is imperative. There have been numerous studies on intercultural and cross-cultural competence. Those directed towards business etiquette are applicable to the library environment. Recognizing and being aware of certain body language and spoken language have different meanings in different cultures can avoid communicating something unintentional to a patron of a different culture. For example, in Anglo-American countries a "thumbs up" sign usually means "ok," but in some

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Islamic countries a "thumbs up" sign is a rude sexual gesture. Also, in France a thumbs up can mean the number one. Another example is that when speaking, Americans tend to have short pauses between words and sentences. Long pauses in conversation can be considered awkward and make the speakers uncomfortable. In Japan, it is perfectly acceptable for long pauses in conversation and if someone is talking to fast it can be considered rude. In many cultures it is a sign of respect to avoid eye contact with parents, elders, and people of higher social class, but in other countries to avoid eye contact can mean deception, boredom or not paying attention to the speaker. Also, in India showing someone the palm of your hand can be considered a gesture of blessing, but in some European countries it is a rude gesture. These are a few examples of gestures and habits that may be taken for granted that they convey the intended message but instead can be interpreted different by someone else based on the cultural background. Even within our own culture, speech and body language can be interpreted differently. In order to not offend others, or to be aware of why someone may have been offended by unintentional actions, including cross-cultural awareness is an important step in providing a positive environment and improving a reference interview. Librarians are supposed to be courteous and respectful to patrons, and this includes patrons from other cultures and ethnicities. Its also important that the library foster a spirit of open dialogue between those of different cultures, not only for staff, but also for patrons. The article "The International Student Interview as a strategy for promoting cultural understanding" has ideas for promoting intercultural communication. One idea is a weekly or monthly coffee hour where people of different cultures can come together and talk to each other openly. Libraries could do this and it

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would encourage people of different cultures to go to the library, so when they needed to find information they would feel comfortable there. They suggested featuring a specific country or culture each coffee hour with foods, books, etc. from that culture. This is also a good way to familiarize library staff with other cultures they might encounter in the community, and it would be a comfortable environment to discuss cultural differences Culture has an important impact on libraries, and it is important for libraries to take cultural implications and demographics into consideration. The cultures a library serves should affect how a library develops its collections, provides services, incorporates technology, implements policy, and trains staff. When a library is sensitive to the needs in the community and the cultures within the community, the community is more likely to utilize the services and resources the library offers.

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Figure 1. Barrel Model. This Figure visually arranges the Barrel Model.

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References Alderman, Derek. Border Crossings in the Classroom: The International Student Interview as a Strategy for Promoting Intercultural Understanding. Journal of Geography 103 no3 12736. 2004 CIVICTechnologies. (2007). Library Decision SnapShot Topeka and Shawnee County Public Library. Retrieved from Topeka and Shawnee County Public Library website: http://www.tscpl.org/pdf/civictech.pdf Dresser, Norine. Multicultural Manners. 2005. John Wiley and Sons. Finin, Tim. (2006, July 10). Does technology change culture or culture change technology? Message posted to http://ebiquity.umbc.edu/blogger/2006/07/10/does-technologychange-culture-or-culture-change-technology/ Flores, Edward and Pachon. (September 2008). Latinos and Public Library Perceptions. Retrieved from http://www.webjunction.org/c/document_library/get_file? folderId=10860985&name=DLFE-2520003.pdf Greer, R. C., Grover, R. J., & Fowler, S. G. (2007). Introduction to the library and information professions. Westport, CN: Libraries Unlimited. Grover, R. (1993, Winter). A proposed model for diagnosing information needs. School Library Media Quarterly, 95-100. Haviland, William, Prins, Harlod, Walrath, Dana, and McBride, Bunny. (2004). Cultural Anthropology. Belomnt, CA: Wadworth Pub Co. 32-51. Library Services for Immigrants: A Report on Current Practices. (2007). Washington D.C: Citizenship And Immigration Services.

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Martin, L. A. (1996). Organizational Structure of Libraries - Revised Edition (Library Administration Series No. 5) (Revised and Updated ed.). Lanham, Maryland: The Scarecrow Press, Inc.. McCaul, Brad. (2007, December 21). Does technology change culture or culture change technology? Blog Response #1. Message posted to http://ebiquity.umbc.edu/blogger/2006/07/10/does-technology-change-culture-or-culturechange-technology/ Milsap, G. (2010). Planning for the Next Decade [Web log post]. Retrieved from http://www.tscpl.org/nextdecade Perez, J., Rochin, R., & Low, K. (2000). Media, Culture, & Information. In Lopez, E., Puddefoot, G. & Gandara, P. (Eds.) A Coordinated Approach to Raising the SocioEconomic Status of Latinos in California. (pp. 48-51). CA: California Research Bureau. Reference Training and the Art of the Reference Interview. www.librarysupportstaff.com The Reference Interview. http://www.ala.org/ala/mgrps/divs/rusa/development/ referenceinterview/index.cfm Sannwald, W. W. (2008). Checklist of Library Building Design Considerations. Washington, D.C.: American Library Association. (Original work published 2007) Shera, J. H. (1970). Sociological foundations of librarianship. Asia Publishing House. Myoung C. (2000). Evolution or entropy? Changing reference/user culture and the future of reference librarians. Reference & user Services Quarterly, vol. 39, no. 4, pp. 387-90. Burke, S.K. (2008). Use of public libraries by immigrants. Reference & User Services Quarterly, 48(2), 164-174.