Transcript Topic 1 Changing Profiles of Library Users

Topic 1 第一讲:
Changing profiles of library users:
Accommodating a new generation
转变中的读者: 迎合新一代的需要
Marshall Breeding
Director for Innovative Technologies and Research
Vanderbilt University
http://staffweb.library.vanderbilt.edu/breeding
Redefining Libraries:
Web 2.0 and other Challenges
May 2007 Xiamen, China
Generational Transitions
世代的过渡
1925-1945:
1946-1964:
1965-1980:
1981-2000:
Silent Generation
静默一代
Baby Boomer Generation
婴儿潮一代
Gen X
X世代
Millennial Generation
千禧世代
Millennial Characterizes
千禧世代特征
Innate ability for Technology 使用科
技的天赋
 Frenetic multitasking 热衷于多重作业
 Comfortable with diverse types of
digital media 使用电子媒体得心应手
 Highly interactive style of working
非常互动的工作模式
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Caveat 请注意
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Don’t over generalize generational
differences 不要过于概括代与代之间的分别
Gen X’ers and Baby Boomers are also
becoming more Web savvy and have rising
expectations X 世代与婴儿潮一代也越来越
懂使用万维网，期望也越来越高
Also: New librarians entering the profession
are part of the Millennial Generation. 同时:
新一代的图书馆从业员也是来自千禧世代
Forrester “The Millennials
are Coming!”
Forrester「千禧人来了！」
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They are generally creative, organized,
independent, and open to innovation 他们大
多富创意、有组织、独立和接受创新
Millennials also are impatient, skeptical, and
sometimes arrogant in their relationships
with others 千禧人也缺乏耐性，对事物常抱
怀疑态度，与别人相处有时候会傲慢
Status and authority do not greatly impress
them 他们并不太俯首于地位和权力
A Contrast of Generations 世代比较
Millennials千禧人
Older Workers 较年长工作者
Accustomed to receiving
information quickly and from
multiple sources in real time and
processing it immediately.
习惯即时快速及从多个来源接收资
料并立刻处理
Like to parallel process and
multitask — i.e., listen to music,
talk on the phone, and answer
email all at the same time.
喜欢同步处理事务和多重作业 —
例如同时听音乐、谈电话和答电邮
Used to receiving
information about it, and
digesting it.
习惯收取单一性资料，然后
消化
Source: Forrester Research, Inc.
Like to proceed step-by-step
and do tasks in order.
喜欢一步一步有次序地处理
事务
Older Workers
较年长工作者
Prefer to look at graphics
Read text first and then
and then maybe read the
review graphics.
text. 首选阅览图像，次选阅 先读文本，再看图像
读文本
Like to work in peer groups. Like individual work.
喜欢与同辈工作
喜欢独自工作
Millennials 千禧人
Are more learner-centered
with teacher as a guide.
较倾向学者自习，视老师为
指导者
Source: Forrester Research, Inc.
Are more teachercentered with teacher
as the “sage.”
较倾向以老师为主，视
他们为智者
Millennials 千禧人
Older Workers 较年长工作者
Have little tolerance for
delays; expect Web pages
to load immediately;
generally respond quickly
to email.
不甚容忍有延误；期望网
页可即时下载； 一般会快
速回复电邮
Are happy when the technology
works; show more patience but
also experience frustration; tend
to do less experimenting with
technology but use it for the
purpose it was intended and in
the manner instructed.
科技运作良好时会感到开心，遇
到阻误时表现较有耐性但也会感
到沮丧；倾向较少试用科技，但
会按设定用途及指定方法使用它
Source: Forrester Research, Inc.
Millennials 千禧人
Older Workers 较年长工作者
Prefer to “construct” their
knowledge from
experiences.
选择从经验中「建构」他
们的知识
Prefer to receive instruction in
a logical sequence and
understand what they are
going to learn and its purpose.
选择以逻辑性次序接受指示和
了解他们要学习的东西及其目
的
Source: Forrester Research, Inc.
Millennials 千禧人
Older Workers 较年长工作者
Prefer to interact with peers. Like the role of listener or
viewer.
选择与同辈互动
喜欢做聆听者或旁观者
Tend to be more visual and
kinesthetic learners.
倾向以视像和肌肉运动知觉
方法学习
Source: Forrester Research, Inc.
Tend to be more text-based
learners who are careful
observers.
倾向以文字为本小心观察地学
习
Millennials 千禧人
Older Workers 较年长工作者
Are flexible, adaptable, and Resist change and are
comfortable with the
uncomfortable with doing
uncertainty that
things differently but
characterizes their change generally find coping
driven world.
strategies to live in this
有弹性、适应性和处变不惊，change-driven world.
正正反映他们那个不断变化 抗拒改变，对改变处事方式感
的世界
到不安，但一般都能找到方法
在变化万千的世界
中生存
Source: Forrester Research, Inc.
Approach to study and
learning 学习途径
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Los Angles Times: “They Do It All While
Studying” reports results of an LA
Times/Bloomberg poll 洛杉矶时报报导一个
该报与彭博合作的调查:「他们学习时也一心
多用」
– 53% of children ages 12 to 17 said they did at
least one other thing while studying
53%十二至十七岁的孩子学习时同时兼顾最少一
种以上的其他事情
– 25% of adults ages 18 to 24
25%十八至二十四岁的成年人会这样做
Multitasking while
studying 学习时一心多用
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Passive activities 被动式活动:
– 84% listened to music as a side activity 听音乐
– 47% watched TV 看电视
– 22% watched a movie 看电映
Active tasks 主动式工作:
– 32% talk on the phone 谈电话
– 21% browse the Internet 网上浏览
– 15% instant messaging 即时传讯
– 13% e-mail 电邮
– 13% text messaging 文字传讯
– 6%
video games 视像游戏
Shaping Collections for
Millennial Users 为千禧人建设
馆藏
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Content – digital / immediate
内容 – 数码化 / 即时
Discovery – more like the Web
探索 – 更像万维网
Access – Anytime / anywhere
取用 – 随时 / 随地
Consistent with existing
trends 配合当今趋势
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Satisfying Millennial Gen users does not conflict
with needs of library users from previous
generations 满足千禧代读者和来自其他世代的
读者需要并不互相抵触
Very much in tune with the strategic directions
most libraries have toward more digital, more
immediacy of access, high quality service 更多
数码化、更即时的取用途径和更优质的服务都与
大部分图书馆的策略方向一致
A matter of degree 只在乎程度不同
An urgent need 急切需要
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Baby boomers and Gen X’rs are happier with
traditional forms of content and existing modes
of service 婴儿潮一代与X世代都乐于使用传统方
式的内容和现有模式的服务
Millennials will move on to non-library provided
information sources and services if not readily
satisfied 如果图书馆提供的资讯来源和服务不能
满足千禧人的需要，他们将往他求
There is a lot at stake for the future of libraries
in adapting to generational transitions 图书馆的
未来将取决于我们能否妥善迎合不同世代读者的
需要
Content of Collections
馆藏内容
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Key characteristic of Millennial Gen:
comfortable with working with content in
diverse media 千禧代主要特征︰安于使用以
不同媒体提供的内容
Not adverse to print, but 并不抗拒印刷资料
但:
Digital content satisfies their need for
content more immediately available 他们追
求能即时获取的内容，数码资源可满足其需
要
Multimedia 多媒体
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Millennials prefer graphics over text 对千禧人来说，
图像胜于文本
Music and audio 音乐和录音
– Well experienced 经验丰富: File swapping ﹙档
案转换﹚, p2p, iPod, MP3
Video 录像
– Recreational and academic 消闲与学术:
youtube.com, myspace.com/video, yahoo! Video,
bittorrent
Millennials love to remix. Usually recreational, but
explore ways to tap this interest with an academic
slant. 千禧人喜爱把内容重新混合，一般都作消闲之
用，但也会找方法把这种兴趣用于学术中
Library collection
possibilities 图书馆馆藏的契机
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E-journals, e-books (we’re doing that
already) 电子期刊，电子书（我们已有
采购）
Podcasts of lectures 把讲课制成播客
video libraries of stock footage 把影视
片刻制成视像图书馆
News archives 新闻档案
Data sets: census, GIS 数据组：人口
调查，地理信息系统
Access to Collections
取用馆藏
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Best opportunity for impact 引发效应的最好机会
Building collections well underway, but how best to
provide access 馆藏建设俱备，但如何提供最佳取用
途径
How to respond to their preferences 如何回应他们
的选择:
– Immediate 即时的
– Collaborative 协作的
– Intuitive 直觉的
– Mobile 流动的
– Flexible 弹性的
Heightened User
Expectations 更高的读者期望
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Millennial Generation library users come with
expectations set by their experiences of the
Web 千禧代图书馆读者的期望建基于他们使用
万维网的经验
Conventions for navigating and exploring Webbased resources well established 漫游探索网络
资源的习惯已经根深蒂固
Dealing with large and complex bodies of
information nothing new to incoming library
users 处理大量和复杂的资讯对图书馆读者来说
已经不是什么新鲜事儿
Heightened User
Expectations 更高的读者期望
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Sophisticated Web skills 老练的上网技巧
Low tolerance for clunky and ineffective Web
sites 不能容忍失修和没效率的网站
Confident in their ability – reluctant to ask for
help 对自己的能力信心十足 – 不大愿意求助
Group Exercise 小组研习
How well do libraries currently accommodate
the information seeking preferences of the
Millennial generation today? Suggest 2 or 3
changes in your library’s operations and
services that might be modified to better serve
its younger users.
目前图书馆在满足当今千禧世代寻找资讯的喜
好方面做得如何？举出贵馆的运作和服务中
二项或三项可做得更好以迎合年轻用户的转
变。