Promoting library and information services in a digital age in Zimbabwe

Date04 March 2019
Published date04 March 2019
DOIhttps://doi.org/10.1108/LHTN-09-2018-0058
Pages17-18
AuthorBlessing Chiparausha,Josiline Phiri Chigwada
Subject MatterLibrary & information science,Librarianship/library management,Library technology,Library & information services
Promoting library and information services in a
digital age in Zimbabwe
Blessing Chiparausha and Josiline Phiri Chigwada
Introduction
The digital age provides many
opportunities for individuals to access
information. In view of this, librarians
have to find innovative ways of
justifying their existence and promote
their services. Literature reveals that
there are variousstrategies for promoting
library and information services in this
digital age. Librarians can use personal
contacts, circulars, memos, telephone
calls, meetings, direct mailing, displays,
talks, newsletters, library tours and
leaflets, websites, podcasts, plogs and
Web 2.0 applications to promote their
products and servi ces (Yi, 2016); Mitra
(Paladhi) (2016 ),Fasola(2015) and Cole
et al. (2010) propose that librarians can
use social media, posters, flyers, face-to-
face communication and events or
workshops to promote their services.
The International Reading Association
(2014) recommends strategies such as
sustained silent reading, drop everything
and read, love to read and providing
opportunities with everyday reading can
be used to promotereading in schools.
Library patrons are no longer
interested in visiting the library
physically [Mitra (Paladhi), 2016; Cole
et al., 2010]. Users are increasingly
interested in accessing information
electronically from remote locations.
Library users view the library as less
useful (Cole et al., 2010). Mitra
(Paladhi) (2016) and Cole et al. (2010)
recommend the use of the library web
page as a one-stop shop for information
delivery as a way of addressing library
patrons’ changing perceptions and
decreasing use of the physical library
building. Chisita (2011) notes that the
digital divide has slowed down the
government’s efforts to promote
literacy and a reading culture in
Zimbabwe. Yi (2016) and Cheney
(2007) note that libraries are
experiencing budget cuts that are
affecting service delivery. Afzal and
Nasser (2007) express concern over
information privacy, information
security and copyright issues due to
technological changes.
Case study objectives
The study objectives are as follows:
identify strategies used by librarians
to promote digital information
services in Zimbabwe;
determine librarians’ perceptions
toward promoting digital
information; and
review challenges faced by
librarians to promote digital
information services.
Case study findings and discussion
The population of the study
comprised academic, public, school
and special librarians. Twenty-one
librarians participated in the study.
Using SurveyMonkey, an online
questionnaire was administered to
gather data from the participants over a
period of three months. The Zimbabwe
Library Association (ZIMLA) social
media platforms were used to invite the
participants.
Participants confirmed that they were
using various strategies to promote
digital information services in
Zimbabwe. The strategies used are
promotional banners, websites,
brochures, meetings, road shows,
orientations, training sessions,
workshops and conferences that include
information literacy skills, word of
mouth, graphics and exhibits and social
media. None of the participants
promoted their services on radio and
televisionat the time of the survey.
Participants indicated that they were
willing to take advantage of digital tools
to promote their services. They felt that
the digital environment enabled
simultaneous access to information
services, access to electronic resources,
self-service, using social media to
interact and remote and online reference
services. These findings correspond
with reports made by Yi (2016) and
Fasola (2015). Almost two-thirds of the
participants (63.67 per cent) were of the
opinion that professionals were
promoting digital information services.
One-quarter of the participants (25.57
per cent) strongly agreed, two-fifths
(38.1 per cent) agreed, one-sixth (14.29
per cent) were indifferent and the fewest
number (19.05 per cent) disagreed.
Challenges were faced by many to
promote digital information, such as:
competing sources of information;
poor reading culture in the country;
negative attitude toward libraries;
social life alternatives over library
use;
preference to use the internet
without a critical eye;
some libraries were too small to
accommodate many users;
outdated library collections;
lack of skills on how to promote
and utilize library services;
some felt that it was costly to
promote and for user access to
their services; and
lack of library support by parent
institutions.
The following solutions were suggested
by participants:
offering virtual services;
providing capacity building for
librarians;
training library patrons;
welcoming patrons regardless of
economic status, race, age or
gender;
improving library collections;
LIBRARY HITECH NEWS Number 1 2019, pp. 17-18, V
CEmerald Publishing Limited, 0741-9058, DOI 10.1108/LHTN-09-2018-0058 17

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