Libraries in the press : a content analysis of New Zealand newspapers and their portrayal of public libraries and the library profession

Abstract

This report describes a content analysis of five daily newspapers in New Zealand which was carried out to determine how public libraries and the library profession are portrayed by the press. Results showed that public libraries and the library profession receive limited and predominantly negative coverage. The number and tone of the articles analysed can be expected to have a negative although limited effect on the general public's attitudes and behaviours towards the public library. This minimal impact should be of concern to libraries who must endeavour to increase the coverage libraries receive and to make the coverage more helpful in informing the public about the value of the library. The library profession needs to increase its public profile before its contribution to society can be fully realised.