CREATing a New Theoretical Model for Reference Encounters in Synchronous Face-to-Face and Virtual Environments

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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
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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

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Relational Theory Approach to Interpersonal
Communication

• Every message has dual dimensions both content
  and relational
• (Watzlawick, Beavin, Jackson, 1967)

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Dual Dimensions

• Content
• The WHAT of the message
• Information exchange

• Relational
• HOW message is to be taken
• Relationship of participants

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Interaction Ritual Essays on Face-to-Face
Behavior (1967)
Essay On Face-Work An analysis of Ritual
Elements in Social Interaction
Erving Goffman 1922-1982
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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)

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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

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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.

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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

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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

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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 users
  attitude in perceptions of unsuccessful VRS
  encounters (as found in FtF)

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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)

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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

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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

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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

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Content/Relational Model Of Success In
Synchronous Reference Encounters (FtF Chat) 
Encounter Successful
Encounter Partially
Unsuccessful
Encounter Partially Unsuccessful
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Content Dimension (Positive)
Relational Dimension (Positive)

• Positive Attitude
• Positive Relationship Quality
• Approachability
• Positive Impact of Technology
• Familiarity
• Greeting Ritual
• Closing Ritual

• Providing Information Access
• Accurate Information
• Specific Information
• Demonstrating Knowledge
• (General/Specialized)
• Appropriate Instruction
• Convenient/Timely Access

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2
Content Dimension (Negative)
Relational Dimension (Negative)

• Lack of Information/Access
• Lack of Accuracy
• Negative Impact of Technology
• Lack of Knowledge
• (General/Specialized)
• Lack of Appropriate Instruction
• Unrealistic Task

• Negative Attitude
• Negative Relational Quality
• Lack of Approachability
• Negative Impact of Technology
• Lack of Greeting Ritual
• Lack of Closing Ritual

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Encounter Unsuccessful
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Content/Relational Model Of Success In
Synchronous Reference Encounters (FtF Chat) 
Encounter Successful
Encounter Partially
Unsuccessful
Encounter Partially Unsuccessful
1
Content Dimension (Positive)
Relational Dimension (Positive)

• Positive Attitude
• Positive Relationship Quality
• Approachability
• Positive Impact of Technology
• Familiarity
• Greeting Ritual
• Closing Ritual

• Providing Information Access
• Accurate Information
• Specific Information
• Demonstrating Knowledge
• (General/Specialized)
• Appropriate Instruction
• Convenient/Timely Access

3
2
Content Dimension (Negative)
Relational Dimension (Negative)

• Lack of Information/Access
• Lack of Accuracy
• Negative Impact of Technology
• Lack of Knowledge
• (General/Specialized)
• Lack of Appropriate Instruction
• Unrealistic Task

• Negative Attitude
• Negative Relational Quality
• Lack of Approachability
• Negative Impact of Technology
• Lack of Greeting Ritual
• Lack of Closing Ritual

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Encounter Unsuccessful
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Quadrant 1 Positive Relational Positive Content
Successful

• Participants (librarians and users)
  information interpersonal needs are met.

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Quadrant 2 Positive Relational Negative
Content Partially Unsuccessful

• Participants interpersonal needs are met, but
  information needs are not met.

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Quadrant 3 Positive Content Negative Relational
Partially Unsuccessful

• Participants information needs are met, but
  interpersonal needs are not met.

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Quadrant 4 - Negative Content Negative
Relational Unsuccessful

• Participants information interpersonal needs
  are not met.

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Context Situation Critical

• Participant (librarian, user) Characteristics
• age gender
• cultural background
• educational level
• users past experience with libraries/librarians
• technological skills (including keyboarding)
• subject knowledge
• language communication skills
• institutional affiliation
• librarians reference service philosophy

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Situation

• Reference queries are related to different
  situations including
• professional
• academic
• personal
• other

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Mode of Communication

• Synchronous reference modes
• Face-to-face, traditional reference
• VR (live chat) encounters

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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 users point of view

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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

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References

• Flanagan, 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),
  12881302.
• 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/re
  search/projects/synchronicity/.
• Watzlawick, P., Beavin, J. Jackson, D.D.
  (1967). Pragmatics of human
• communication. NY Norton.

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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

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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/synchronicit
  y/