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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


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,


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


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


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


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


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.


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


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 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


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


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


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


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


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


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.


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


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


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


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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