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"Vi ska inte sitta här och tro att folk ska komma till oss": En kvalitativ undersökning av några halländska bibliotekariers syn på marknadsföring avbarnavdelningenpå folkbibliotek.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Arts, Department of ALM.
2012 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
"We Can´t Just Sit Here Waiting For Them to Come" : A Qualitative Survey of Some Swedish Librarians view of Marketing the Children’s Library. (English)
Abstract [en]

This two years master’s thesis takes interest in the concept of marketing related to the Children’s Library. The purposes have been to investigate the perception of marketing among a few librarians working at the Children’s Library in the Swedish region of Halland and further to analyse their perception of marketing in the daily work at the library. Eventually to analyse the consequences of these librarians approach to marketing related to their perception of the library’s mission. The Regional aspect of the survey is due to the 2011 celebrated report about marketing the library.

The theoretical framework is twofold, the marketing mix is used to understand what at the library could be used in marketing. The work of the Danish scholars Henrik Jochumsen och Casper Hvenegaard Rasmussen are used to understand the different functions of the library. Their theory present the library’s four different func-tions illustrated as "spaces". The spaces are the inspiration space, the learning space, the meeting space and the performative space. By those means the librarians perception of marketing in their everyday work have been analysed. The method used is qualitative, semi-structured interviews.

Results show that the majority of the librarians preferred the vague word "visibility" to marketing. The con-cept of marketing was more seen as something communicated to users by posters and leaflets. When asked about interpersonal relations, accessibility and communication the librarians saw these concepts as important thought not obviously related to marketing. The spaces of inspiration and performance were more strongly connected to marketing than the learning space and meeting space. There is an urgent need to discuss the concept of market-ing in relation to the role of the library. This is a two years master’s thesis in Library and Information Studies.

Place, publisher, year, edition, pages
2012. , 70 p.
Uppsatser inom biblioteks- & informationsvetenskap, ISSN 1650-4267 ; 579
Keyword [en]
Marketing, Librarians, Children’s library, interpersonal relations
Keyword [sv]
Marknadsföring, bibliotekarier, barnbibliotek, bemötande
National Category
Other Humanities
URN: urn:nbn:se:uu:diva-176003Local ID: 579OAI: diva2:533956
Subject / course
Library and Information Science
Educational program
Master Programme in ALM
Humanities, Theology
Available from: 2012-06-19 Created: 2012-06-14 Last updated: 2012-12-04Bibliographically approved

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