海峽兩岸報紙中圖書館館員媒體形象之探討

Exploring Media Images of Librarians in Newspapers of Mainland China and Taiwan

公眾形象反應機構形象塑造，面臨科技衝擊的圖書館需要改變民眾對其之印象。圖書館員是圖書館形象塑造中的重要環節。本研究透過文本分析和情緒分析的研究方法，從詞彙的角度勾勒圖書館員在兩地重要報紙中體現出的形象。這些詞彙特徵包含兩地報紙文本之高頻詞、共現詞、顯著詞、情緒詞的特徵。研究發現中國大陸的圖書館員是以歷史類專家的形象出現，臺灣的圖書館員則是以提供優質讀者服務為目標的形象出現。兩地館員工作內容偏重不同，大陸館員在於保護傳統文化，而臺灣館員則在於高效推動館藏資源的使用；兩地都認同圖書館員是館藏資源和讀者之間的重要橋樑。最後，本研究結果顯示圖書館員的報導情緒在兩地都是積極正向的，雖然僅稍高於中性情緒。

Public opinion shapes the image of organizations. Stereotypes about libraries have harmed their image in conjunction with the quick development of technology. It is necessary to initiate new strategies so that public opinions on libraries could be improved and resources of libraries could fully demonstrate their values. Librarians play an important role in shaping the image of libraries. This study attempts to identify the image of librarians in the media based on two major newspapers in mainland China and Taiwan through text and sentiment analysis. The considered lexical features are high-frequency words, shared words, keyness words, and sentiment words. The results revealed that in mainland China, librarians are regarded as history experts whose key functions are protecting, preserving, and studying ancient materials. In Taiwan, librarians provide various high-quality services for readers. In both regions, individuals agree that patrons and resources are the major concerns of librarians, and librarians are a bridge between patrons and resources. Finally, the sentiment values of words related to librarians are positive in both regions, but only slightly exceed neutral sentiment.