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Thriving on Theory: A New Model for SynchronousReference Encounters
Marie L. Radford, Ph.D.
Associate Professor,
Rutgers, The State University of NJ
Lynn Silipigni Connaway, Ph.D.
Senior Research Scientist, OCLC
ASIS&T 2009 Annual MeetingNovember 6-11, 2009Vancouver, BC
Need for Integrated Theoretical Model
• “In time, perhaps an overarching model of all reference, regardless of medium of delivery, will be developed.” (Pomerantz, 2005)
• Today will present new model grounded in Communication & Sociology Theory
Relational Theory & Approach to Interpersonal Communication
• Every message has dual dimensions – both content & relational.
(Watzlawick, Beavin, & Jackson, 1967)
Dual Dimensions
Content
• The “WHAT” of the message
• Information exchange
Relational
• “HOW” message is to be taken
• Relationship of participants
Interaction Ritual: Essays on Face-to-Face Behavior
Erving Goffman1922-1982
Essay:
“On Face-Work: An analysis of Ritual Elements in Social Interaction” (1967)
Model Grounded in Research
Identify what is critically important to users & librarians in successful reference interactions
• FtF Environment – Reference Encounter (Radford, 1999)
• Virtual Reference, Live Chat Environment– Seeking Synchronicity (Radford & Connaway, 2005 - 2008)
The Reference Encounter – FtF (Radford, 1999)
• “Interpersonal relationships & communication of great importance in librarian & user perceptions.”
• Librarians value content more.
• Users value relational aspects more.
Seeking Synchronicity – VR
• Librarians AND users value BOTH information (content) & relational aspects
• Greater portion of users value content in VR than in FtF
• Librarians sensitive to user’s attitude in unsuccessful VR encounters (as found in FtF)
Findings from Interpersonal Communication Analysis
• Relational & Content Facilitators– Interpersonal aspects of FtF or chat conversation
that have a positive impact on librarian-client interaction & that enhance communication.
• Relational & Content Barriers– Interpersonal aspects of FtF or chat conversation
that have a negative impact on librarian-client interaction & that impede communication.
Facilitators - Positive Relational & Content Dimensions
Relational (Interpersonal) – Positive Attitude– Positive Relationship
Quality– Approachability– Positive Impact of
Technology– Familiarity– Greeting Ritual– Closing Ritual
Content (Information)– Providing Information
Access– Accurate Information– Specific Information– Demonstrating Knowledge
(General/Specialized)– Appropriate Instruction– Convenient/Timely Access
Barriers - Negative Relational & Content Dimensions
Relational – Negative Attitude– Negative Relational Quality– Lack of Approachability– Negative Impact of
Technology– Lack of Greeting Ritual– Lack of Closing Ritual
Content – Lack of Info./Access– Lack of Accuracy– Negative Impact of
Technology– Lack of Knowledge
(General/Specialized)– Lack of Appropriate
Instruction– Unrealistic Task
Encounter Context – Participant Characteristics
Librarian & User– age & gender– cultural background– educational level– technological skills (including keyboarding) – subject knowledge– language & communication skills – institutional affiliation– user’s past experience with libraries/librarians– librarian’s reference service philosophy
Encounter Context – Situation
• Reference queries are related to different situations including
– professional – academic – personal – other
Encounter Context – Mode of Communication
• Synchronous reference modes
– FtF, traditional reference
– VR (live chat) encounters
Implications
• Information & relationship development critical to successful interactions
• Sustainability dependant upon developing & maintaining positive relationships with VR & FtF users
• For LIS education– Content & technical skills vitally important– Increase emphasis on interpersonal communication– Emphasize user’s point of view
Future Research
• More testing of Theoretical Model– Does it hold up in other modes (IM)?– Non-synchronous modes (email)?– Quasi-synchronous modes (SMS text messaging?)
• Next will investigate Instant Messaging (IM) reference environment – growing steadily– IM believed to be congruent with model, closely
related to live chat
Special Thanks
• Rutgers University & OCLC Seeking Synchronicity Grant Project Team
• Jocelyn DeAngelis Williams • Susanna Sabolsci-Boros• Timothy J. Dickey• Patrick Confer• Mary Anne Reilly• Julie Strange• Lisa Rose-Wiles• Andrea Simzak• Jannica Heinstrom
• Those helping with the graphic design of the model• Nathan Graham (Rutgers), Mor Naaman (Rutgers), & Gary P. Radford
(Fairleigh Dickinson University)
End Notes
• This is one of the outcomes from the projectSeeking Synchronicity: Evaluating Virtual Reference Services
from User, Non-User, and Librarian Perspectives
• Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc.
• Slides available at project web site: http://www.oclc.org/research/projects/synchronicity/
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