Transcript CREATing a New Theoretical Model for Reference

CREATing a New
Theoretical Model for
Reference Encounters in
Synchronous Face-to-Face
and Virtual Environments
Marie L. Radford, Ph.D.
Associate Professor,
Rutgers, The State University of New
Jersey
Lynn Silipigni Connaway, Ph.D.
ALISE
Denver, CO
January 20-23, 2009
Senior Research Scientist,
OCLC
CREATing successful reference
encounters
• “In time, perhaps an overarching
model of all reference, regardless of
medium of delivery, will be
developed.” (Pomerantz, 2005)
• Present new model grounded in
Communication & Sociology Theory
Relational Theory & Approach
to Interpersonal Communication
• Every message has dual dimensions
– both content and 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 (1967)
Essay:
“On Face-Work: An
analysis of Ritual
Elements in Social
Interaction”
Erving Goffman
1922-1982
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)
The Reference Encounter - FtF
• Major Findings
• “Interpersonal relationships & communication are of great
importance in librarian & user perceptions of reference
interactions.” (Radford, 1999)
• Librarians value content more,
users value relational aspects
Findings from Interpersonal
Communication Analysis
• Relational & Content Facilitators
• Interpersonal aspects of the chat conversation
that have a positive impact on the librarianclient interaction and that enhance
communication.
• Relational & Content Barriers
• Interpersonal aspects of the chat conversation
that have a negative impact on the librarianclient interaction and that impede
communication.
The Reference Encounter - FtF
• Positive interpersonal aspects
(facilitators):
• Good attitude
• Relationship quality
• Approachability
• Negative interpersonal aspects
(barriers):
• Poor attitude
• Poor relationship quality
• Lack of approachability
Seeking Synchronicity:
Evaluating Virtual Reference Services from
User, Non-User, and Librarian Perspectives
• $1,103,572 project funded by: IMLS, Rutgers
University & OCLC, Online Computer Library
Center, Inc.
• Project duration: 2.5 Years (10/05-3/08)
• Four phases:
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Focus group interviews
Analysis of 850 QuestionPoint live chat transcripts
Online survey
Telephone interviews
Findings: Relational AND Content
Valued in VR
• Librarians AND users value both information
delivered & relational aspects
• Greater portion of users value content in VRS
than in FtF
• Librarians are especially sensitive to user’s
attitude in perceptions of unsuccessful VRS
encounters (as found in FtF)
Interpersonal Skills Important
in VR
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Rapport building
Compensation for lack of nonverbal cues
Strategies for relationship development
Evidence of deference & respect
Face-saving tactics
Greeting & closing rituals
VR users
• Show more deference
• Exhibit barriers (rudeness, impatience) that differ greatly
from librarian barriers (negative closure, limiting time,
reprimands)
Relational Dimensions Crucial to
Millennial Users
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Value information delivery
Want direct answers
Impatient & results oriented
Resist instruction in VR encounters, more
receptive in FtF
• More chat speak
& texting shortcuts
Relational & Content Dimensions
(Positive)
Relational Dimension
• Facilitators
• Positive Attitude
• Positive Relationship
Quality
• Approachability
• Positive Impact of
Technology
• Familiarity
• Greeting Ritual
• Closing Ritual
Content Dimension
• Facilitators
• Providing Information
Access
• Accurate Information
• Specific Information
• Demonstrating
Knowledge
(General/Specialized)
• Appropriate Instruction
• Convenient/Timely
Access
Relational & Content Dimensions
(Negative)
Content Dimension
• Barriers
• Lack of
Information/Access
• Lack of Accuracy
• Negative Impact of
Technology
• Lack of Knowledge
(General/Specialized)
• Lack of Appropriate
Instruction
• Unrealistic Task
Relational Dimension
• Barriers
• Negative Attitude
• Negative Relational
Quality
• Lack of Approachability
• Negative Impact of
Technology
• Lack of Greeting Ritual
• Lack of Closing Ritual
Content/Relational Model Of Success In
Synchronous Reference Encounters
(FtF & Chat)
Encounter Successful
1
Positive Attitude
Positive Relationship Quality
Approachability
Positive Impact of Technology
Familiarity
Greeting Ritual
Closing Ritual
Content Dimension (Positive)
Providing Information Access
Accurate Information
Specific Information
Demonstrating Knowledge
(General/Specialized)
Appropriate Instruction
Convenient/Timely Access
3
2
Content Dimension (Negative)
Relational Dimension (Negative)
Lack of Information/Access
Lack of Accuracy
Negative Impact of Technology
Lack of Knowledge
(General/Specialized)
Lack of Appropriate Instruction
Unrealistic Task
Negative Attitude
Negative Relational Quality
Lack of Approachability
Negative Impact of Technology
Lack of Greeting Ritual
Lack of Closing Ritual
4
Encounter Unsuccessful
Encounter Partially Unsuccessful
Encounter Partially Unsuccessful
Relational Dimension (Positive)
Content/Relational Model Of Success In
Synchronous Reference Encounters
(FtF & Chat)
Encounter Successful
1
Positive Attitude
Positive Relationship Quality
Approachability
Positive Impact of Technology
Familiarity
Greeting Ritual
Closing Ritual
Content Dimension (Positive)
Providing Information Access
Accurate Information
Specific Information
Demonstrating Knowledge
(General/Specialized)
Appropriate Instruction
Convenient/Timely Access
3
2
Content Dimension (Negative)
Relational Dimension (Negative)
Lack of Information/Access
Lack of Accuracy
Negative Impact of Technology
Lack of Knowledge
(General/Specialized)
Lack of Appropriate Instruction
Unrealistic Task
Negative Attitude
Negative Relational Quality
Lack of Approachability
Negative Impact of Technology
Lack of Greeting Ritual
Lack of Closing Ritual
4
Encounter Unsuccessful
Encounter Partially Unsuccessful
Encounter Partially Unsuccessful
Relational Dimension (Positive)
Quadrant 1 Positive Relational &
Positive Content – Successful
Participants’ (librarian’s and user’s) information &
interpersonal needs are met.
Quadrant 2 Positive Relational &
Negative Content – Partially Unsuccessful
Participants’ interpersonal needs are met, but
information needs are not met.
Quadrant 3 Positive Content & Negative
Relational – Partially Unsuccessful
Participants’ information needs are met, but
interpersonal needs are not met.
Quadrant 4 - Negative Content &
Negative Relational – Unsuccessful
Participants’ information & interpersonal needs are
not met.
Context & Situation Critical
Participant (librarian, user) Characteristics
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age & gender
cultural background
educational level
user’s past experience with libraries/librarians
technological skills (including keyboarding)
subject knowledge
language & communication skills
institutional affiliation
librarian’s reference service philosophy
Situation
• Reference queries are related to different
situations including
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professional
academic
personal
other
Mode of Communication
• Synchronous reference modes
• Face-to-face, traditional reference
• VR (live chat) encounters
Implications
• Information & relationship development critical to
successful reference interactions
• Develop strategies for forming relationships with
digital users
• Sustainability of VRS dependant upon developing
positive relationships with 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?
• Non-synchronous modes (email, text messaging)?
• Next will investigate Instant Messaging (IM)
reference environment – growing steadily
• IM believed to be congruent with model, closely
related to live chat
References
Flanagan, J. C. (1954). The critical incident technique. Psychological Bulletin,
5, 327-358.
Goffman, E. (1967). Interaction ritual, essays on face-to-face behavior.
Garden City, New York: Doubleday.
Pomerantz, J. (2005). A conceptual framework and open research questions
for chat-based reference, Journal of the American Society
for
Information Science and Technology 56(12), 1288–1302.
Radford, M. L. (June, 2006). Encountering virtual users: A qualitative
investigation of interpersonal communication in chat reference.
Journal of the American Society for Information Science and
Technology 57(8), 1046-1059.
Radford, M. L. (1999). The reference encounter: Interpersonal communication
in the academic library. Chicago: ACRL, A Division of the American
Library Association.
Radford, M. L. & Connaway, L. S. (2005-2008). “Seeking Synchronicity:
Evaluating Virtual Reference Services from User, Non-User, and
Librarian Perspectives,” grant funded by the Institute for Museum
and Library Services, Rutgers, the State University of New Jersey,
and OCLC, Inc. Available:
http://www.oclc.org/research/projects/synchronicity/.
Watzlawick, P., Beavin, J. & Jackson, D.D. (1967). Pragmatics of human
communication. NY: Norton.
Special Thanks
• Rutgers University and OCLC Grant Project Team
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Jocelyn DeAngelis Williams
Susanna Sabolsci-Boros
Patrick Confer
Timothy J. Dickey
David Dragos
Mary Anne Reilly
Julie Strange
Lisa Rose-Wiles
Andrea Simzak
Jannica Heinstrom
Janet Torsney
Vickie Kozo
End Notes
• This is one of the outcomes from the project
Seeking 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/synchronicit
y/