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1 Communicating Social Responsibility: A Content Analysis of Public Library Websites in the United States Ming-Hsin Phoebe Chiu Assistant Professor, Graduate Institute of Library & Information Studies, National Taiwan Normal University phoebechiu@ntnu.edu.tw Yi-Ying Lin Graduate Student, Graduate Institute of Library & Information Studies, National Taiwan Normal University yingergo@gmail.com

2 Abstract World Wide Web has become a focus for the popular press, mass communication, and news and media. Both profit and non-profit organizations are taking advantage of the information technology and innovation to promote their own agendas, causes, products, and services. One way the public defines an organization s stance in society is through the notion of social responsibility and social engagement. This study therefore investigats how public libraries as information services organizations present their goals, define their roles, and articulate their social welfare and the public interests of their stakeholders on their Web presence. Content analysis was performed on 25 public library websites to identify types of social responsibility, intended audience, area of presentation, digital genre and data type. It is hoped that the public libraries under investigation in this study can become the role model in promoting social responsibility and engagement. Keyword Public library; Social responsibility; Website content analysis 2002 mission statement 1997 cyberspace Noh, 1998 selfpresentation dialogue 100

3 1986 American Library Association ALA Round Table for Social Responsibility in Libraries Responsibility Round Table Rader, 2007 Kagan 2005 International Federation of Library Associations and Institutions IFLA Information Communication Technology ICT Genre Carroll, Quality-of-Life 101

4 Management Movement Dunham & Pierce, 1989 CSR Corporate Social Responsibility Carroll World Business Council for Sustainability and Development WBCSD 1 Kramer Gurpreet 2000 Issues of privacy and confidentiality Accessibility to technology issues Property rights and ownership issues Freedom of speech issues Quality and reliability of information and related systems

5 1999 Cisco GE Time Warner ALA 1970 Librarianship as a profession can make in the effort to ameliorate or even solve the many critical problems of society nonverbal information disclosure Papacharissi, 2002 intertextuality

6 shareholders potential investors Charles & Robin, 2010 annual report advertisement brochures Zeghal & Ahmed, 1990 Esrock & Leichty, 1998; ALA 1970 librarianship 2 mission and vision 104

7 Public Library Association PLA Public Library Data Service Statistical Report 3 PLA ALA 2008 Fact Sheet The Nation s Largest Libraries: A Listing By Volumes Held Library of Congress Krippendorff, 1980; Weber, 1990 Adelaar, 2006 Krippendorff 1980 which data are analyzed 1 25 how are they defined 105

8 Boston Public Library 15,760,879 2 Public Library of Cincinnati & 9,154,039 Hamilton County news/2009/callforaction.html 3 County of Los Angeles Public 7,838,277 Library 4 Detroit Public Library 7,459,353 5 Queens Borough Public Library 6,488,198 6 Free Library of Philadelphia 6,410,841 7 Los Angeles Public Library 6,285,760 8 Chicago Public Library 5,891,306 9 New York Public Library 5,169, Brooklyn Public Library 5,120, Dallas Public Library 4,609, Cleveland Public Library 4,552, Houston Public Library 3,834, King County Library System 3,767, Hawaii State Public Library 3,627,769 System 16 Mid-Continent Public Library 3,537, Miami-Dade Public Library 3,516,466 System 18 San Diego Public Library 3,428, Montgomery County Dept. of 3,397,660 Public Libraries gov/content/libraries/index.asp 20 St. Louis Public Library 3,367, Buffalo & Erie County Public 3,304,567 Library 22 Broward County Libraries 3,289,920 Division 23 Cuyahoga County Public 3,182,260 Library index2.aspx 24 Allen County Public Library 3,170,395 index.html 25 Jacksonville Public Library 3,065,

9 what is the population from which they are drawn 25 what is the context relative to which the data are analyzed mission and vision history program and events press release A B C D E 1 Name of the public library 2 Website of the public library 3 Quote/ Description of SR Issues SR Code/ Label Audience Genre Web Feature 107

10 1. SR Code / Label Social Responsibility Round Table programs 81 resolution Kagan, 2005 Maignan & Ralston, audience stakeholders community stakeholders customer stakeholders employee stakeholders shareholder stakeholders suppliers Alou, Lattemann, Fetscherin, Li, & Schneider, baby 0-24 toddler preschool 3-5 school age 6-12 teen all age senior genre layout web feature Eschenfelder 2004 Esrock Leichty 1998;

11 content presentation Silva 2007 Esrock Leichy 2000 Esrock Leichty 1998; 2000 Capriotti Moreno 2007 Esrock Leichty 1998; 2000 Taylor, 2001 information location feedback loop digital genre % ㈠ 15.2% ㈡ 11.1% ㈢ 7.2% ㈣ 5.2% ㈤ 5.0% 109

12 3 1 (Craft Arts) % 2 (Games and Entertainment) % 3 (Informal Education) % 4 (Lifelong Learning) % 5 (Computer Training) 43 5% 6 (Civilization and Ethnicity) % 7 (Career Services) % 8 (History and National Figure) % 9 (Language Education) % 10 (Information Policy) % 11 (Financial Services) % 12 (Health Care) % 13 (Music) 26 3% 14 (Homework Help) 26 3% 15 (Sports and Fitness) % 16 (Business and Economy) % 17 (Performing Arts) % 18 (Parenting Skills) % 19 (Civic Participation) % 20 (Art) % 21 (Safety and Security) % 22 (Literature and Literacy) % 23 (Environment) % 24 (Charity) % 25 (Creativity) 6 0.7% 26 (Library access) 6 0.7% 27 (Legal Services) 5 0.6% 28 (Civil Right) 5 0.6% 29 (Social Issues) 3 0.3% 30 (Sex and Gender Issues) 2 0.2% 31 (Traditional Arts) 2 0.2% 32 (Religion) 2 0.2% (Total) 99.8% 110

13 2008 Wii XBOX Hawaii State Public Library System The mission of the Hawaii State Public Library System is to provide Hawaii s residents, in all walks of life, and at each stage of their lives,... and the habit of life-long learning. Office Broward County Libraries Montgomery County Dept. of Public Libraries St. Louis Public Library food bank 111

14 % 33.4% 2007 Dimick, 1995; Wadley, Broady, & Hayward, All Ages Adults Teens School Age Senior Preschool Toddler Baby Children All Ages 33.4% 33.4% 16.8% 14.8% 1% 0.3% 0.1% 0.1% baby toddler preschool 112

15 4 (Music) (Craft Arts) (Traditional Arts) (Art) (Performing Arts) (Creativity) (Health Care) (Sports and Fitness) (Games and Entertainment) (Literature and Literacy) (History and National Figure) (Culture and Ethnicity) (Sex and Gender Issues) (Religion Participation) (Business and Economy) (Financial Services) (Legal Services) (Career Services) (Parenting Skills) (Safety and Security) (Language Education) (Computer Training) (Lifelong Learning) (Informal Education) (Homework Help) (Information Policy) (Environment) (Charity) (Civil Right) (Civic Participation) (Library access) (Social Issues) 113

16 5 (Audience) 1 (All Ages) % 2 (Adults) % 3 (Teens) % 4 (School Age) % 5 (Senior) 9 1% 6 ( Preschool) 3 0.3% 7 (Toddler) 1 0.1% 8 (Baby) 1 0.1% 9 ( Children All Ages) 0 0% % Digital Genre 6 ㈠ 65.8% ㈡ 13.2% ㈢ 6.3% 6.3% Announcement What When Where Who How 114

17 6 1 (Announcement) % 2 (Information for General Publics) (Press Release) % 4 (Maps) % 5 (Brochure) % 6 (Other Information Type, Related % Information) 7 (Forms) % 8 (Report) 3 0.3% 9 (Rules, Law, Policy, Order) 0 0% 10 / (Fact Sheet/FAQ) 0 0% 11 (Research Articles) 0 0% 12 / (Testimony, Public Hearing/Meeting) 0 0% 13 (Letter, Memo) 0 0% 14 (Plans, Management Actions) 0 0% 15 (Questionnaire, Survey) 0 0% 1, % Information for General Publics Press Release Maps 115

18 clarification Mission Statement San Diego Public Library Deliver timely, confidential and customer-oriented service to meet the informational, recreational and educational needs of the community. Services GED Tests of General Educational Development Program & Events Press Release Press Release Web1.0 Web

19 Contact Information / Contact Form 1. Public Library of Cincinnati & Hamilton County 2. Mid-Continent Public Library 3. Allen County Public Library 7 1 (Web page) % 2 (Search systems) % 3 (Contact information / Contact form) % 4 (Push technology) % 5 (Online application) % 6 (External link) % 7 (Electronic resources database) 3 0.1% 2, % 117

20 Carnegie Libraries free to all ICT 2.0 food bank Web2.0 RSS Facebook 25 accessibility navigation interaction recency sustainability Esrock & Leichty, 1998; 2000 stakeholders Kent, Taylor, & White,

21 mouse click Sones, Corporate Social Responsibility is the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life. 2 ALA 1970 social responsibilities can be defined as the relationships that libraries and librarians have to non-library problems that relate to the social welfare of our society. 3 Public Library Association plapublications/pldsstatreport/index.cfm 119

22 libfactsheets/alalibraryfactsheet22.cfm 2008 Library of Congress 2007Annual Report, FY, 2007: Facts at a Glance ( alalibraryfactsheet22.cfm) ARL Statistics ( arl.org/stats/annualsurveys/arlstats/arlstats07.shtml) Public Library Data Service Statistical Report 2008 ( plapublications/pldsstatreport/index.cfm) ?

23 (4) Alon, I., Lattemann, C., Fetscherin, M., Li, S., & Schneider, A-M. (2010). Usage of public corporate communications of social responsibility in Brazil, Russia, lndia and China (BRIC). International Journal of Emerging Markets, 5(1), American Library Association. (1970). Final report of the activities committee on new directions for ALA and subcommittee reports. Chicago, IL: American Library Association. American Library Association. (2008). The nation s largest libraries. Retrieved July 25, 2011, from alalibraryfactsheet22.cfm Berry, A., Perks, K. J., & Silva, F. F. A. (2007). Corporate social responsibility communication: How corporations in the oil industry publicise their actions in the UK and Brazil. Retrieved November 13, 2006, from mi_6773/is_2_7/ai_n /?tag=content;col1 Capriotti, P., & Moreno, A. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. [Electronic version]. Public Relations Review, 33, Carroll, A. B. (1999). Corporate social responsibility. Business & Society, 38(3), Cho, C. H., & Roberts, R. W. (2010). Environmental reporting on the internet by America s Toxic. [Electronic version]. International Journal of Accounting Information Systems, 11, Dhillon, G. S. (2002). Social responsibility in the information age: Issue and controversies. Hershey: Idea Group Publishing. 121

24 Dimick, B. (1995). Marketing youth services. Library Trends, 43(3), Dunham, R. B., & Pierce, J. L. (1989). Social responsibility and managerial ethnics. Management (ch. 4, ). Glenview, IL: Scott, Foresman and Company. Esrock, S. L., & Leichty, G. B. (1998). Social responsibility and corporate web pages: Self-presentation or agenda-setting? Public Relations Review, 24(3), Esrock, S. L., & Leichty, G. B. (2000). Organization of corporate web pages: Publics and functions. Public Relations Review, 26(3), Fürsich, E. & Robins, M. B. (2002). Africa.com: The self-representation of Sub-Saharan Nations on the World Wide Web. [Electronic version]. Critical Studies in Media Communication, 19(2), Kagan, A. (2005). IFLA and social responsibility: A core value of librarianship. In S. Seidelin & S. Hamilton (Eds.), Libraries, National Security, Freedom of Information Laws and Social Responsibilities: IFLA/FAIFE World Report (pp ). Copenhagen: IFLA/FAIFE. Kent, M., Taylor, M., & White, W. (2003). The relationship between web site design and organization responsiveness to stakeholders. Public Relations Review, 29, Kivisto, P., & Pittman, D. (1998). Goffman s Dramaturgical Sociology: Personal sales in a commodified world, in Illuminating Social Life. Thousand Oaks, CA: Pine Forge Press. Kramer, R. M. (1981). Voluntary agencies in the welfare state. Los Angeles, CA: University of California Press. Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Newbury Park, CA: Sage. Noh, G. Y. (1998). Self-consciousness and personal web presence. Paper presented at the 1998 AEJMC Convention, Baltimore, MD. Papacharissi, Z. (2002). The presentation of self in virtual life: Characteristics of personal home pages. Journalism & Mass Communication Quarterly, 79, Raber, D. (2007). ACOMDA and ANACONDA: Social change, social responsibility, and librarianship. Library Trends, 55(3), Sones, M. (2007). Corporate citizenship and social responsibility: How effective are pharmaceutical companies communicating these business initiatives? Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, The Renaissance, Washington, DC: Retrieved November 13, 2006, from 122

25 Steinfield, C., Adelaar, T., & Liu, F. (2005). Click and mortar strategies viewed from the web: A content analysis of features illustrating integration between retailers online and Offline presence. Electronic Markets, 15(3), Retrieved July 25, 2011, from Taylor, M., Kent, M., & White, W. (2001). How activist organizations are using the internet to build relationships. Public Relations Review, 27, Wadley, A. L., Broady, J. E., & Hayward, T. E. (1997). Marketing the public library service to the full-time employed: Future directions? [Electronic version]. Library Management, 18(5), Weber, R.P. (1990). Basic content analysis (2nd ed). Newbury Park, CA: Sage Publications. World Business Council for Sustainability and Development. (2002). Corporate social responsibility, the WBCSD s journey. Retrieved July 25, 2011, from wbcsd.org/docroot/i0nylirijyohbdflunp5/csr2002.pdf Zeghal D, & Ahmed, S. A. (1990). Comparison of social responsibility information disclosure media used by Canadian firms. Accounting, Auditing & Accountability Journal, 3(1),

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穨webj05-06 Vol. 5, No. 5, Dec 2002 WEB JOURNAL OF A Study Of The Website Content For Securities Brokerage Firms http://www.baf.cuhk.edu.hk/ocrd/cmr.htm Vol. 5, No.5, Dec 2002, 94 * A Study Of The Website Content