Public Library Image through the Eyes of Users: Results of Sociological Diagnostics

The article presents the main results of the qualitative study of the opinions of information consumption subjects on the nature of the image crisis of the contemporary domestic public library. The survey, conducted in December 2022, involved 181 respondents aged from 14 to 76 years. The authors analyze the views of the user audience on the prerequisites and reasons for the decline in popularity of library and information institutions associated with the possible transformation of their social role in the context of stable growth of digital information consumption and mass access of the population to the Internet.

The paper establishes the main motives for accessing library services and products in connection with the indicators of frequency of contacts with the institution and recognition of its competitive advantages. The article presents an overview of the respondentsʼ points of view on the relationship between the crisis of reading quality and the weakening of the libraryʼs market position.

The authors reveal some characteristics of the subjective image of the library profession in the user environment as an image component of the activities of library and information institutions. The paper considers the attitude of the respondents to the possible employment of their growing or future children and grandchildren in the library field. The authors analyze respondentsʼ perceptions of key areas of reputational risks for a modern public library, as well as user assessments of the efficiency of its marketing efforts to promote all range of products and services.

The paper outlines immediate prospects for the development of the research, in particular, related to the further study of the phenomenon of socio-psychological influence on the evolution of the model of consumer behaviour in the information market, marketing factors of the formation and fixation of consumer preferences of the library audience.

1. Klyuev V.K. Library in the Market of Services: The New Trends and Modern Approaches, Bibliotekovedenie [Russian Journal of Library Science], 2017, vol. 66, no. 3, pp. 343—349. DOI: 10.25281/0869-608X-2017-66-3-343-349 (in Russ.).

2. Mikhnova I.B. Libraries and Bookstores — Are They Partners or Competitors? Territory L: online newspaper of the Russian State Library for Young Adults, 2015, no. 7. Available at: https://gazetargub.ru/?p=1673 (accessed 31.01.2023) (in Russ.).

3. Shaping the Future of Libraries, or ALMA Meetings, Universitetskaya kniga [University Book], 2018, no. 5, pp. 50—55 (in Russ.).

4. The 5th International Congress “Modern Youth at the Modern Library” Was Held at the Russian State Library for Young Adults, Rossiiskaya bibliotechnaya assotsiatsiya: sait [Russian Library Association: website]. Available at: http://www.rba.ru/news/news_1622.html (accessed 31.01.2023) (in Russ.).

5. Anderson B. Overdues and the Library’s Image, Library Overdues. Analysis, Strategies, and Solutions to the Problem: Library & Archival Security, 1984, vol. 6, no. 2/3, pp. 113—121. DOI: 10.1300/j114v06n02_14.

6. Miller L. The Self-Image of the Library Profession, International Library Review, 1989, vol. 21, no. 2, pp. 141—155. DOI: 10.1016/0020-7837(89)90002-2.

7. Balling G., Henrichsen L.A., Skouvig L. Digital Reading Groups: Renewing the Librarian Image, New Library World, 2008, vol. 109, no. 1/2, pp. 56—64. DOI: 10.1108/03074800810846001.

8. Hansson J. Libraries and Identity. The Role of Institutional Self-Image and Identity in the Emergence of New Types of Libraries. Oxford, Chandos Publishing, 2010, 126 p.

9. Carmichael J.V. Jr. Embracing the Melancholy. How the Author Renounced Moloch and the Conga Line for Sweet Conversations on Paper, to the Air of “Second Hand Rose”: Foreword, The Librarian Stereotype: Deconstructing Perceptions and Presentations of Information Work. Chicago, American Library Association Publ., 2014, pp. VII—XVIII.

10. Jennings E. The Librarian Stereotype: How Librarians Are Damaging Their Image and Profession, College & Undergraduate Libraries, 2016, vol. 23, no. 1, pp. 93—100. DOI: 10.1080/10691316.2016.1134241.

11. Walker C. How to Get Students into the Library: Revamping a University Library’s Welcome Campaign, Legal Information Management, 2017, vol. 17, no. 4, pp. 239—244. DOI: 10.1017/s1472669617000469.

12. Matveev M.Yu. Imidzh natsional’nykh bibliotek [National Libraries’ Image]. St. Petersburg, RNB Publ., 2018, 472 p.

13. Matveev M.Yu. Problems Creating an Image of Traditional Libraries in the Electronic Environment, Vestnik Sankt-Peterburgskogo gosudarstvennogo universiteta kul’tury i iskusstv [Bulletin of Saint Petersburg State University of Culture], 2011, no. 4, pp. 50—59 (in Russ.).

14. Matveev M.Yu. Imidzh biblioteki kak sotsiokul’turnyi fenomen: avtoref. dis. ... dokt. ped. nauk [The Image of Libraries as Social and Cultural Phenomenon] doct. pedag. sci. diss. abstr. St. Petersburg, 2009, 44 p.

15. Gendina N.I., Ryabtseva L.N. Libraries in the Era of Socio-Cultural Transformations: Modern Challenges and Grounds for Evidential Library Science, Bibliotekovedenie [Russian Journal of Library Science], 2018, vol. 67, no. 1, pp. 7—15. DOI: 10.25281/0869-608X-2018-67-1-7-15 (in Russ.).

16. Orlov V.V. PR-tekhnologii v upravlenii imidzhem biblioteki: avtoref. dis. ... kand. ped. nauk [PR-Technologies in Managing the Image of the Library] cand. pedag. sci. diss. abstr. St. Petersburg, 2009, 22 p.

17. Ansimova A.S., Skoryupin K.V. Library Profession’s Reflection in the Social Stereotypes, Etyudy kul’tury — 2022 [Etudes of Culture 2022]. Tomsk, Tomsk State University Publ., 2022, p. 45.

18. Linyucheva M.V. Upravlenie imidzhem organizatsii v sovremennykh rossiiskikh usloviyakh: avtoref. diss. ... kand. sots. nauk [Company Image Management in Modern Russian Conditions] cand. sociol. sci. diss. abstr. Saratov, 2013, 22 p.

19. Catalyzing Consumer Trust in a Changed World: Report: Morning Consult’s Most Trusted Brands 2021, The Customer, May 27, 2021. Available at: https://thecustomer.net/report-morning-consults-most-trusted-brands/ (accessed 31.01.2023).

20. How to Get to the Library? Russian Libraries Continue to Lose Their Audience, Vserossiiskii tsentr izucheniya obshchestvennogo mneniya (VTSIOM): sait [Russian Public Opinion Research Center (VCIOM): website]. Available at: https://infographics.wciom.ru/theme-archive/society/social-problems/ education-skills/article/kak-proiti-v-biblioteku.html (accessed 31.01.2023) (in Russ.).

21. The Books We Read... and Don ‘t Read. The Russians Have Become Less Likely to Read. But a New Format of Reading — e-Book — Is Gaining Popularity: analytical review, Vserossiiskii tsentr izucheniya obshchestvennogo mneniya (VTSIOM): sait [Russian Public Opinion Research Center (VCIOM): website]. Available at: https://wciom.ru/analytical-reviews/analiticheskii-obzor/knigi-kotorye-my-chitaem-i-ne-chitaem (accessed 31.01.2023) (in Russ.).

22. Abdrakhmanov G.I., Vasilkovsky S.A., Vishnevsky K.O., Gokhberg L.M. and at al. Tendentsii razvitiya Interneta: ot tsifrovykh vozmozhnostei k tsifrovoi real’nosti: analiticheskii doklad [Internet Development Trends: From Digital Capabilities to Digital Reality: analytical report]. Moscow, 2022, 227 p.

23. Saikina M.V. (ed.) Internet v Rossii v 2021—2022 godakh. Sostoyanie, tendentsii i perspektivy razvitiya: otraslevoi doklad [Internet in Russia 2021—2022. Status, Trends and Development Prospects: industry report]. Moscow, Forvard Print Publ., 2022, 158 p.

24. Kazaryan K.R. (ed.) Internet v Rossii. Sostoyanie, tendentsii i perspektivy razvitiya: otraslevoi doklad [Internet in Russia. The State, Trends and Prospects of Development: industry report]. Moscow, 2015, 112 p.

25. Prasolova P.S. Library Service Brand and Mark: General and Special, Bibliotekovedenie [Russian Journal of Library Science], 2021, vol. 70, no. 6, pp. 655—665. DOI: 10.25281/0869-608X-2021-70-6-655-665 (in Russ.).