Chat reference communication patterns and implications: applying politeness theory
| DOI | https://doi.org/10.1108/00220410710827736 |
| Published date | 11 September 2007 |
| Date | 11 September 2007 |
| Pages | 638-658 |
| Author | Lynn Westbrook |
| Subject Matter | Information & knowledge management,Library & information science |
Chat reference communication
patterns and implications:
applying politeness theory
Lynn Westbrook
School of Information, University of Texas at Austin,
Austin, Texas, USA
Abstract
Purpose – The purpose of this study is to examine the use of formality indicators in chat reference
interchanges within the context of politeness theory, with its corollaries of face-threat and social
relationship development.
Design/methodology/approach – This discourse analysis identifies the syntactic and content
indicators and patterns of formality levels in a purposive sample of 402 chat transcripts (covering
6,572 minutes) from one academic year at a large, US, public university.
Findings – Syntactic formality markers include regular use of contractions, slang, sentence
fragments, and non-standard punctuation as well as limited use of acronyms and abbreviations with
rare use of emoticons. Content-based markers included apologies, self-disclosure, and expressions of
extreme need. Use patterns are related to the level of responsibility assumed by the librarian as well as
the interview stages.
Research limitations/implications – A limited data source and potential coder bias are the two
limitations of this study. The research implications point to the need for chat reference librarians to
assume greater control of formality nuances in order to encourage a more effective search for the user.
Practical implications – The fundamentals of politeness theory, particularly in terms of formality
indicators, should be incorporated into staff training and behavioral standards for reference librarians.
While future research is needed to determine the most effective means of employing this theoretical
construct, this study implies that a self-reflective, culturally sensitive use of the nuances of formality
can enhance the user’s experience.
Originality/value – This study is the first to systematically examine formality indicators in the
context of politeness theory. The use of two coders, a full academic year’s worth of data, and a
substantial sample provide great depth.
Keywords Information research, Communicationtechnologies, Communication
Paper type Research paper
Introduction
Interactive digital reference services, even in their first iteration, were robust enough to
support substantive praxis development. Research focused on evaluation and service
design with many studies indicating some positive response to virtual reference service
(Stoffel and Tucker, 2004, p. 121; Pomerantz et al., 2006; Zhuo et al., 2006; DeGroote,
et al., 2005). As a result of this first generation of research, standards have been
established, training tools initiated, and best-practice models created (MARS, 2004;
Janes, 2003).
Virtual reference service research has now moved into the second generation of
study, one that requires a conceptualized approach to support theory development.
Major frameworks for this second generation of research acknowledge the
fundamental role of the relationship between librarian and user. For example, the
The current issue and full text archive of this journal is available at
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JDOC
63,5
638
Journal of Documentation
Vol. 63 No. 5, 2007
pp. 638-658
qEmerald Group Publishing Limited
0022-0418
DOI 10.1108/00220410710827736
Digital Reference Research Agenda, resulting from the 2002 Harvard digital reference
symposium, includes the following research questions:
RQ1. How do users and experts interact?
RQ2. What skills and training are needed for a digital reference staff? (Lankes,
2004, p. 310)
The nature of the interaction between user and expert is highlighted by Pomerantz in
his call for examination of how moving from the rich socio-communication medium of
face-to-face interactions to the relatively flat medium of chat affects the reference
transaction (Pomerantz, 2005, p. 1294). As one response to these calls for a theoretical
analysis of chat reference, this study examines the application of politeness theory to
the syntax and content of the exchanges between information seekers and the library
staff who serve them.
Research question
Chat reference requires that an effective communication dynamic between user and
librarian develop from stylistic conventions pertaining to language choice, exchange
patterns, and syntax. These stylistic conventions, however, are still developing. In any
conversation, anywhere in the world, the formality levels employed by both parties are
extremely important. The formality aspect of politeness usually establishes and
reinforces power relationships by indicating social distance, level of expertise, and
vulnerability. Since, chat conversations take place in a relatively new context, the
formality dimensions are not socially codified within, much less across , social and
cultural contexts. The research questions for this study reflect these concerns:
.In what ways do librarians and users raise and lower the formality levels
employed in their chat reference sessions?
.In what patterns are those levels played out over the course of the chat reference
sessions?
This study’s discourse analysis of chat transcripts characterizes the nature of
interactions, identifies patterns within the formality dimension, and expli cates the
implications of formality choices. Given the fundamental role of formality in
establishing interpersonal relationships, this study’s focus addresses a critical but
unexplored aspect of chat reference communication.
Broad theoretical context
Politeness theory developed within the social communication context of discourse
analysis, connected with work on interpersonal power dynamics, and is beginning to
integrate with computer-mediated communication (CMC) research. The willingness to
communicate at all depends, in part, on trust relationships that are established through
the use of politeness indicators that, while affectively powerful, are socially and
contextually specific.
Meaning construction in CMC research (Herring, 2004; Ramirez et al., 2002; Berger,
2005) is central to the context in which chat reference functions. Crossing the lifespan
of the interaction, CMC theoretical analyses include being willing to use CMC,
establishing trust, and developing exchange supports. Although the current generation
Communication
patterns and
implications
639
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