SLA Letter to the Editor Information Outlook Jan/Feb 2010 v 14/n 01 Unedited Version Symbolic Violence and the

New Librarian The Settlement Library Project

In the September 2009 issue of Information Outlook, words, images and perceptions were identified which have the greatest potential to hurt or help the careers of library and information professionals. Fostering change through new ways of communicating worth and professionalism by identifying transferable skills, embracing untraditional roles, and staying ahead of technology were discussed in terms of the value of positive relationships and seized opportunities. There is one very delicate and foremost relationship, however, which library professionals can easily and simply affect by creating small opportunities to influence change and reshape the future: that of the public and media stereotypes of our kind. The media is a powerful instrument which dominates culture and through which the stereotype of the librarian has had a long and consistent history; remaining fixed in popular culture since the early 1900s via comic strips, movies and advertising. Traditional characteristics of this stereotype, which have shaped perceptions, sometimes include an: obsession with order; perceived sexual repression; matronly appearance; dowdy dress; fussiness; dour facial expressions and monosyllabic speech. Included in this media stereotype are three predominant activities in which librarians supposedly love to engage in: shelving, stamping and shushing. In addition to these overemphasized and overdramatized characteristics, public humiliation of library users is integrated into the mix and the caricature of the librarian is clearly reduced. What is most disturbing about this portrayal within the media is that there is no attempt to deflect from this image because it promotes comedy, or worse yet, horror: the actual classic components of the stereotype. There is no question that stereotyping possesses a divisive and exclusionary power over the public. In their article entitled, Librarians and Party Girls: Cultural Studies and the Meaning of the Librarian, Marie and Gary Radford (2003) define this trend as being not only a longstanding problem, but also a representation in contemporary cultural forms (p. 55). Cultural studies are central to understanding this stereotype due to the idea that culture helps to shape history (p. 56). It is therefore asserted that power or force can be defined in cultural terms as a key element in wielding symbolic violence (p. 59). It is because of this symbolic violence that professional development cannot be promoted successfully without approaching these stereotypes, and thereby encouraging the corporate alignment of all library and information professionals. As a first step toward this goal, reversing the stereotype by involving media images of librarians in the reverse of the stereotypical image is foremost: such as happy and helpful as opposed to fussy or dour. This does not necessarily mean that we should all become young again

or a super hero, but rather, showing the public and media how happy we are with ourselves and our jobs, and how completely enraptured we are with solving their informational needs and requirements. Another strategy is to substitute a range of positive images for negative imagery such as that of a corporate professional as opposed to dowdy and frumpy. If its true that clothes can make the man or woman, then a few flexible and traditional items in a wardrobe can create a positive impression when dealing with initial perceptions. Updating a wardrobe does not necessarily mean radical or dressing too young for ones years, but rather simple and comfortable in a polished manner. The third avenue promoting change is to work within the stereotype to contest it as a means of refuting it. In simplicity, it is really only a struggle with representation. Positive representation through networking, partnering, building relationships with peers, patrons and community possess the greatest impact: it is the library and information professional who is the actual ambassador of the industry. It is through this cooperative that the stereotype can be permanently abolished through a unify-able personal transformation which spills over into the public arena. Representing the profession as uniquely dedicated, non-traditional and inventively service oriented is the powder in the keg and the icing on the cake. These three challenges are presented as a means to approach an image revolution in the library profession with a new vantage point through cultural studies. These simple wins will extend the new vision for the new librarian without booting out the not so young, not so bold, and not so beautiful. The images and terms used to portray the traditional librarian exemplify an unprecedented view of the power being wielded through deliberate use of stereotypical images. If it is true that culture helps to shape history, then it is up to library and information professionals everywhere to reverse this trend and promote the lasting change necessary to free the industry from symbolic violence; getting us on the fast track to proving the value of the new librarian. Radford, Marie L. & Radford, Gary P. (Jan. 2003). Librarians and party girls: cultural studies and the meaning of the librarian. Library Quarterly, 67 (1), 54-69.

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