creating a new theoretical model for reference encounters in synchronous face-to-face and virtual...
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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.Senior Research Scientist, OCLC
ALISE
Denver, CO
January 20-23, 2009
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 takenRelationship of
participants
Interaction Ritual: Essays on Face-to-Face Behavior (1967)
Erving Goffman1922-1982
Essay:
“On Face-Work: An analysis of Ritual Elements in Social Interaction”
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 librarian-client interaction and that enhance communication.
• Relational & Content Barriers• Interpersonal aspects of the chat conversation
that have a negative impact on the librarian-client 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:
• 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
• 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• 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)
Relational Dimension (Positive) Content Dimension (Positive)
Content Dimension (Negative) Relational Dimension (Negative)
3
1
2
4
Encounter P
artially Unsuccessful
Enc
ount
er P
arti
ally
Uns
ucce
ssfu
l
Encounter Unsuccessful
Encounter Successful
Positive AttitudePositive Relationship QualityApproachabilityPositive Impact of TechnologyFamiliarityGreeting RitualClosing Ritual
Providing Information AccessAccurate InformationSpecific InformationDemonstrating Knowledge
(General/Specialized)Appropriate InstructionConvenient/Timely Access
Lack of Information/AccessLack of AccuracyNegative Impact of TechnologyLack of Knowledge
(General/Specialized)Lack of Appropriate InstructionUnrealistic Task
Negative AttitudeNegative Relational QualityLack of ApproachabilityNegative Impact of TechnologyLack of Greeting RitualLack of Closing Ritual
Content/Relational Model Of Success In Synchronous Reference Encounters (FtF & Chat)
Relational Dimension (Positive) Content Dimension (Positive)
Content Dimension (Negative) Relational Dimension (Negative)
3
1
2
4
Encounter P
artially Unsuccessful
Enc
ount
er P
arti
ally
Uns
ucce
ssfu
l
Encounter Unsuccessful
Encounter Successful
Positive AttitudePositive Relationship QualityApproachabilityPositive Impact of TechnologyFamiliarityGreeting RitualClosing Ritual
Providing Information AccessAccurate InformationSpecific InformationDemonstrating Knowledge
(General/Specialized)Appropriate InstructionConvenient/Timely Access
Lack of Information/AccessLack of AccuracyNegative Impact of TechnologyLack of Knowledge
(General/Specialized)Lack of Appropriate InstructionUnrealistic Task
Negative AttitudeNegative Relational QualityLack of ApproachabilityNegative Impact of TechnologyLack of Greeting RitualLack of Closing Ritual
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• 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
• 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
ReferencesFlanagan, 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• 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 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/