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The Adoption of Virtual Media and Virtual Worlds by Librarians

Advances in Library Administration and Organization

ISBN: 978-1-78190-313-1, eISBN: 978-1-78190-314-8

Publication date: 22 November 2012

Abstract

Purpose – The purpose of this study was to examine factors that may or may not contribute to the adoption of the innovation of virtual worlds by librarians. This chapter shares original, timely information regarding virtual world librarianship that may interest educators, librarians, administrators, and information professionals.

Design/methodology/approach – Using Everett Rogers’ diffusion theory as a framework, the study sought to identify librarians with avatars (computer simulated representations of themselves) in the virtual world of Second Life, specifically those with a rez date (date of creation of the avatar) prior to 2 years of the study. The methodology of this study was a survey adapted to align with Rogers’ five attributes. Research questions guiding the study were the following: (1) What are the most influential of Rogers’ five attributes of diffusion theory for librarians making the decision to adopt virtual worlds as a professional medium? and (2) How are Rogers’ five attributes of diffusion theory relevant to the adoption of virtual worlds when applied to the self-identified stage of adoption of librarians?

Findings – Results of the study revealed a high perception of relative advantage and compatibility with librarianship, a good deal of observation of the innovation, but a lower perception of trialability and complexity.

Practical and social implications – Findings may be useful for understanding factors of adoption, for documentation of the efforts of early adopting librarians, and will lead to a better understanding of the future of virtual world librarianship in an age of rapidly changing technology trends. A better understanding of virtual worlds helps librarians continue to explore new modes of information delivery, new platforms to promote information literacy, and new ways to provide collaborative spaces to patrons.

Originality/value – This chapter shares original, timely information regarding virtual world librarianship during the initial stages of exploration and adoption, which may interest educators, librarians, administrators, and information professionals.

Keywords

Citation

Hill, V. (2012), "The Adoption of Virtual Media and Virtual Worlds by Librarians", Williams, D.E. and Golden, J. (Ed.) Advances in Library Administration and Organization (Advances in Library Administration and Organization, Vol. 31), Emerald Group Publishing Limited, Leeds, pp. 89-119. https://doi.org/10.1108/S0732-0671(2012)0000031005

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited