Public librarians and reading promotion : a discursive analysis of Swedish library press 2012-2013

The aim of this thesis is to examine how the identity of the public librarianwith regard to reading is manifested in the library field. The approaches thatare taken to reading and readers are examined as well as the consequencesdifferent approaches might have. The empirical material is based on 93articles published in Swedish library journals. The theoretical andmethodological starting point is discourse analysis. The application ofdiscourse analysis according to Michel Foucault’s hypotheses reveals threediscursive formations regarding the professional identity of public librarianswithin the framework of reading promotion: The public librarian asguarantor of democracy is related to the public library's original mission offostering, cultivating and educating citizens. The librarian is expected tomake “proper literature” available to the general public. The public librarianas personal trainer highlights a trend in the library field of equating readingwith sports where the librarians are expected to win non-readers by recruitingpotential readers through sporting activities. The librarian is described as apeppery and spirited coach with the task of making readers out of nonreaders.The public librarian as caregiver of the soul emphasizes the librarianas an empathetic and caring supervisor with therapeutic expertise. The twoformer formations emphasize masculine reading. The relation between thelibrarian and the reader can be considered in terms of power. The librarianrepresents an institutionalized controlling power. The reader emerges aspassive and becomes an object of the librarian's mission, good will andexpertise and whose job it is to labour for the well-being of both theindividual and society in general. Through discourse analysis according toErnesto Laclau and Chantal Mouffe it is made visible that thereis a strong emphasis on a narrow understanding of “reading” and “literature”.The concept of “the book” has a wider significance, however, and includesnot just books in printed form, but also books in digital format. When itcomes to masculine reading the understanding of “reading” and “literature”tends to be broadened. The utilitarian aspect of reading is articulated. In orderto improve reading “quality literature” is required, “lower literature” shouldprimarily be seen as a stepping stone to “advanced” and “fine” literature.Program: Bibliotekari