The image of the library and information professional has been a source of professional anxiety for many years. The purpose of this paper is to investigate this long‐standing issue by studying the portrayal of librarianship in UK national newspapers during a period of rapid technological change. It also proposes to examine the representation of the professional role, determined by the skills and competencies depicted and the topics associated with librarianship.
The approach takes the form of a content analysis of a sample of 264 newspaper articles taken from The Times and The Mirror between January 1, 1998, and December 31, 2008.
The findings reveal a lack of representation of skills and duties performed by librarians. The usefulness and relevance of those depicted are overshadowed by the reported value of libraries. When professional duties are depicted, however, the results appear positive: librarians were seen as having an expert knowledge of content, technological competence and skills in collection development. The reporting of negative behavioural traits was infrequent and it was found that newspapers were not perpetuating negative stereotypes.
Although The Times and The Mirror are important publications in terms of circulation, their depiction of the library and information profession does not form a complete picture of the representation of librarianship in the UK press.
The paper contributes to debates about the image of the profession, and raises awareness about the skills and competencies that practitioners and professional bodies need to promote for the library and information profession to flourish.
