Australian librarians - a question of image

Australian librarians ­ a question of image

Comments provided by Margaret Butterworth

To celebrate Australian National Library Week, in May 1998, a number of interesting publications appeared which challenged the traditional image of librarians and attempted to present them to the public in a new light. However, the new image caused controversy within the profession and some confusion to the outside world.

In Western Australia, a 1999 calendar appeared, entitled "Librarians in Focus". Originally conceived as a take-off of a girlie calendar, it depicts real-life Perth librarians in amazing poses. We see a girl in a bath-tub, covered only by strategically placed books,and another in a sultry black low-cut dress, lounging by her computer in a suggestive pose. The tone suddenly changes, as we are confronted by muscular oarswomen by the Swan River and a parachutist landing in her library to consult a reference book. These photographs are intended to demonstrate that librarians may have a safe and sedentary occupation, but their off-duty activities are both energetic and adventurous. Those looking for a girlie calendar will be disappointed, but for collectors of library memorabilia this is a must-have.

The ALIA Library WeekPoster, entitled: "The Incredible Library", features an androgynous figure, a kind of Superwoman with dyed spiky hair, a nice piece of graphic design, but totally lacking in credibility. Will anyone find such a figure, or anything remotely resembling it, inside their local library? In the hospitality industry customer satisfaction is closely linked to customer expectations. For example,if you are expecting a spa bath in your Balinese villa and discover on arrival that this facility is unavailable, you will feel fairly disgruntled, not to say cheated. The same can be said of libraries. Our advertising should accurately reflect the profession and should stress the expertise that we have rather than pursue the trendiness that we do not need.