Librarians, stereotypes and comunity

Abstract

The characteristics of the stereotype phenomenon are establishedfrom the perspective of social representations and mass media, interacting withcognitive theories. In the frame, the construction and validity of stereotypesare analyzed. The article considers the possibility that the stereotype is thecause and effect in a feedback process, between the librarian image and thecommunity that sustains it. Socio-cultural conditions, the evolution of the reading concept and the professionalization, among other aspects, influence theconstruction and validity of the librarian stereotype. Other factors are analyzedtaking into account the difficulties for the insertion and development ofprofessionals in the labor market: the feminization of the activity; the academictraining; the internalization made by the librarians themselves of the stereotype;the stereotype of the libraries.