Thriving on Theory:
A New Model for Synchronous
Reference 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 Meeting
November 6-11, 2009
Vancouver, 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
Relational
• The “WHAT” of
the message
• “HOW” message is
to be taken
• Relationship of
participants
• Information
exchange
Interaction Ritual:
Essays on Face-to-Face Behavior
Essay:
“On Face-Work: An analysis
of Ritual Elements in
Social Interaction” (1967)
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 - 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
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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 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/synchronicity/