Mass training in mediacy by libraries?!

Two projects by Finnish public libraries to raise mediacy skills of citizens

Tuula HaavistoSenior Library AdviserTuula Haavisto Library Knowledge T:mi, Helsinki, Finlandtuulah@kaapeli.fi

Two ideas to reach larger groups in one time, though individual service is the strong point of libraries

In 2000-2002, yearly SeniorSurf campaigns were organised, to encourage elder citizens to use Internet and SMS (Short Message Sending via mobile phone). For 2003, the campaign was refocused: it promoted ways to find the requested content from Internet. Ideological discussions among professionals about the focus of

mediacy training in libraries and provisions of sponsorship From Autumn 2003, a radio program ”Ask whatever” is run in co-

operation between Helsinki City Library and YLE, the Finnish public service broadcasting company. Library staff answers all kinds of questions, sent to radio by the listeners. The radio program was based on certain preceding development,

which is described.

SeniorSurf 2000-2002

SeniorSurf was oganised by the Finnish Library Association, the idea was imported from Sweden

financing from the Ministry of Education It concentrated on basic skills in using new media The concrete target was to encourage citizens of the

age 55+: to get the first touch with Internet, in the two first years, to learn to use the SMS (Short

Message Sending) function of their mobile phones.

Working forms of the SeniorSurf

Lectures, personal guidance ”how to use the web”, Internet sources and the SMS, discussions, presentations of Internet-based services by e.g. banks and municipal officials etc.

A list of web resources for the libraries web sites offering Internet study packages or other good

starting points for new-beginners A special material to learn to use the mouse A special material presented the SMS use An extremely popular basic guide ”Pleasure and

learning with your computer”

SeniorSurf in numbers

170 to 250 participating libraries / year there are ca. 900 public library units in Finland

5.000-10.000 participating people per year Individual guidance resulted less audience than

programs based on lectures no connection between e.g. the size of the

community and the participant amount; but a clear connection between the work done in the library to advertise the event

Ideological discussions questioned SeniorSurf Two sponsors: teleoperator Sonera & mobile phone

producer Nokia Paid the expensive press advertisements, test mobile

phones & connection time to the participating libraries

hot ideological discussion among librarians: acceptable forms of sponsorship: ”named mobile

phones and operators should not be advertised in any form inside libraries, or the participating libraries should get a clear payment in cash on it.”

Ideological discussions questioned SeniorSurf 2 SMS training in libraries: ”SMS is not at all a business of

libraries,they should concentrate in deeper information and knowledge. If there is need to teach SMS, it is up to other institutions.”

For our partners, National Research and Development Centre for Welfare and Health, and organisations of senior citizens, SMS is first of all a potential safety equipment for elderly people public institutions responsibile to train seniors to use it public libraries due to their easy access excellent

venues to learn SMS skills non-commercial context in public libraries; compare to

a short ”training” by a young salesman in a shop

Where did we end up? Sponsorship

Opinions of the participating libraries were collected in 2000. 62% (133) of the participants returned the form Majority saw that the press campaign and availability of test

phones on the campaign day was a balanced price for allowing visibility to commercial enterprises in libraries for one day.

Only one of the answerers gave negative feedback, and in her own name, not on behalf of the library

The arguing also led the Min.of Education to produce a short guide for sponsorship in public libraries. The English version is available on Internet http://www.minedu.fi/minedu/culture/library/english/information.html

Where did we end up? SMS

The result of the discussion remained partly open. The participating libraries: ”we took part in a

mediacy enlargement project.” The critics still remained: ”no library resources

should be used for such purposes. Literacy and reading campaings should be prioritized in public libraries.”

However, out of e.g. the 5-7 yearly campaigns of the Finnish Library Association, 3-4 concentrate on literacy and reading, one in mediacy (like SeniorSurf) and the rest on varying topics.

Find your way on Internet, 2003

In 2003, the campaign day had a larger target audience: not-so-experienced-Internet-user adults

A narrower scope: concentrated on presenting guidance to existing Internet resources

Why the change: the SeniorSurf idea had fulfilled its purpose. Many other actors offered possibilities to this group. Seniors and Internet had even become a very

fashionable topic in journals, adult education institutions and TV programs

Working forms in 2003

Link libraries, search engines, other search possibilities and basic portals of public services were presented via lectures and individual guidance

A tabloid of 16 pages was disseminated, including articles, interviews and short infos on web resources

10 training days for 420 library staff members around the country: trends of the Internet development and web searching

Half-success…

Individual libraries offered programs from lectures for schoolchildrens' parents to e-book and local congregation web page presentations.

There were ca. 3.500 participants in 150 public libraries.

The feedback showed, that this time the target audience was too undefined

Feedback also suggested to create an Internet policy for Finnish public libraries. Idea under work…

In 2004 no Internet day in libraries

”Ask whatever”

”Ask about nature” - since the 70s a very popular radio programme in Finland simple structure: listeners send questions,

biologists and other specialists answer According to this model, an idea was

developed: librarians can answer questions not only in libraries and virtually, but also via the radio

Background elements in libraries

The new mobile service unit of Helsinki City Library: iGS, information Gas Station: the unit with its staff can be located to serve people on railway stations,

shopping malls, fairs etc. a banner on the roof: ”Ask whatever” questions can be asked and answered on-site, via phone, SMS, or e-mail all the questions and answers are saved in an open databank, which can

be used via the web From the point of view of the radio program, the iGS team is the important

element. ca. 10 professionals from different branches of the Helsinki City Library. iGS is part of their job, not full-time half are librarians (university education), half library assistants (vocational

or polytechnics level) USED TO MEET PEOPLE IN NON-LIBRARY ENVIRONMENT

iGS, information Gas StationThe mobile information service station of Helsinki City Library

The station itself

Dual professional goal

Educating people in using information sources, especially in media critics – ”there is information and knowledge outside google, even outside the net sources”

Concetisizing information search, the invisible, demanding and unknown part of the library work

BUT: to be successful, first of all this must be a good program and service, a good product – says the iGS team

”Ask whatever” in numbers

40.000 listeners per week, success in Finland if library users, use it only for lending = new perspectives net searchers needing help

1-2 of the library staff in the studio, 3-4 persons backing them in the library

ca. 30 questions per week, all answered: one in the weekly radio program + discussion with journalists, the rest on the web pages of iGS and the radio program

each radio answer includes a view to the usage of information sources

Examples of questions and views

My family name was changed in mid-40s: can I get the information, when exactly and in which official institute this was done? presenting archives and registers as sources

When and why the number “four” of the Roman clock-face was changed from IIII to IV? Google is not the only search engine, e.g. Vivisimo gives more detailed and

grouped search results How does the water pressure remains strong enough even in the

highest levels of the skyscrapers ? the worldwide information service network: the answer came via e-mail from

the San Francisco Public Library Live Online Reference service, open 24/7 How do the snakes pee? (a question by a five-years old)

radio is a good media for the non-literate Why there are no dogs in Shanghai?

presentation of the Chinese net papers and journals How to make lahnanpääpälli, an old fish dish

Presenting traditional cook books, reminding about printed sources

Library skills shared with everyone?

Compare with the earlier development in media and IT skills: White-collar people today more or less forced to learn the

basic skills of journalists and IT people, to write a press release, or to make the basic tricks to the PC

The next profession to see its' basic skills to be spread among ordinary people – librarians!

Will the profession itself be swipped out? Not at all; the large diffusion of the skills of a

profession means, that the profession itself gets stronger and more diversified

That has happened with journalism, PR and IT as well

Considerations

There are roles for public libraries in “mass mediacy training” to offer zakuzki, the first contact with the new information sources

and IT (SeniorSurf) to organize ”dates” between interested individuals and

organisations offering further training; libraries can have a “connecting people” role in the learning chain (SeniorSurf)

To use case examples to enlarge understanding about information sources and their usage; the existing elements were combined in a new, successful way (the radio program)

Librarians wait with interest, how the radio program will develop. Will there be more time for it? Will there be a TV version? Do we succeed to launch a more deep-going program on information sources?

Growing self-understanding

The discussions on the campaigns created new self-understanding of this institution.

Along the 90s, Finnish librarians were divided in the “book party” and “all media party”

The resistance against teaching SMS skills in libraries was one of the heaviest efforts of the ”book party” in Finland

The discussions, connected with concrete disagreements, are very much needed to reach as many as possible professionals in formulating the role of libraries in the age of virtual material

Thank you for your attention!