Greek Academic and Research Libraries Websites as Communication Tools : an assessment of interactivity and communication trends in the new digital landscape

Mintzaridis, Stergios Greek Academic and Research Libraries Websites as Communication Tools : an assessment of interactivity and communication trends in the new digital landscape., 2014 MSc Thesis thesis, Hellenic Open University. [Thesis]

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English abstract

This study aims to research, record and describe the existing trends and communicative abilities of Greek academic libraries’ sites and research institutions resulting from the adoption and implementation of technological elements of interactivity. In particular, the primary issue is the extent of their structural interactivity, what is the degree and intensity of application, what is the nature and distribution into distinctive types of interactivity and how this is reflected in comparison with interactivity to respective international websites. The author studied by using the content analysis method in a selected sample of 73 websites of libraries, which includes 61 Greek academic and research organizations and 12 international universities around the world whereas 4 coders analyze and encode technological interactive elements within two months (Dec. 2012-Jan. 2013). For the coding, it was adopted the multidimensional aspect of the concept of structural interactivity in websites and the respective multifaceted tool for measuring interactivity as technological features in websites as proposed by McMillan, et al. (2008). First, the statistical analysis of the research data reveal that websites of Greek libraries show a low level of overall interactivity with predominance type of them the human-to-computer interactivity. Second, it points out the limited use of personalized interactive elements, the total lack of interactive elements that facilitate real-time (synchronous) communication and the few interactive elements which facilitate the customizing and adding content. Last but not least, it was found to exist a statistically significant difference in all types of interactivity between the Greek and international libraries’ websites that are referred in this research but no difference was found among the Greek websites groups. This study contributes to the management of communication between organizations and public by reinforcing the perspective of research, with the expectation of gain a longitudinal character and expand the practice possibilities of websites for benefit of organizations themselves, their customers and their stakeholders in enhancing the value of organizations.

Greek abstract

Σκοπός της εργασίας είναι η διερεύνηση, καταγραφή και περιγραφή των υφιστάμενων επικοινωνιακών τάσεων και ικανοτήτων των δικτυακών τόπων των βιβλιοθηκών των ελληνικών ακαδημαϊκών και ερευνητικών οργανισμών που προκύπτουν από την υιοθέτηση και εφαρμογή τεχνολογικών στοιχείων διαδραστικότητας. Ειδικότερα, κυρίαρχο ζήτημα είναι το κατά πόσο η δομική διαδραστικότητα υφίσταται σε αυτούς, ποιος είναι ο βαθμός έκτασης και έντασής της, ποια η φύση και κατανομή της στις επιμέρους μορφές της και πως αυτή αποτυπώνεται συγκρινόμενη με την διαδραστικότητα αντίστοιχων διεθνών δικτυακών τόπων. Χρησιμοποιώντας τη μέθοδο ανάλυσης περιεχομένου σε ένα επιλεγμένο δείγμα 73 δικτυακών τόπων βιβλιοθηκών, το οποίο περιλαμβάνει 61 ελληνικούς ακαδημαϊκούς και ερευνητικούς οργανισμούς και 12 διεθνή πανεπιστήμια ανά την υφήλιο, 4 κωδικοποιητές αναλύουν και κωδικοποιούν τα τεχνολογικά διαδραστικά στοιχείων αυτών σε διάστημα δύο μηνών (2012/13). Για την κωδικοποίηση υιοθετείται η πολυδιάστατη θεώρηση της έννοιας της δομικής διαδραστικότητας δικτυακών τόπων και το αντίστοιχο μοντέλο εφαρμογής μέτρησης και αποτίμησης της ως δομικό χαρακτηριστικό του δικτυακού τόπου όπως προτάθηκε από τους McMillan, et al. (2008). Η στατιστική ανάλυση των δεδομένων αναδεικνύει ότι οι δικτυακοί τόποι των ελληνικών βιβλιοθηκών της έρευνας, εμφανίζουν χαμηλό επίπεδο διαδραστικότητας με επικρατέστερο τύπο διαδραστικότητας την αλληλεπίδραση ανθρώπου-προς-υπολογιστή. Επίσης, αναδεικνύει την περιορισμένη χρήση των εξατομικευμένων διαδραστικών στοιχείων, την πλήρη έλλειψη διαδραστικών στοιχείων που διευκολύνουν τη σύγχρονη επικοινωνία και ελάχιστα διαδραστικά στοιχεία που διευκολύνουν την προσαρμογή και προσθήκη περιεχομένου. Η σύγκριση με τη διεθνή πραγματικότητα, ως προς την διαδραστικότητα των δικτυακών τόπων, αναδεικνύει την ύπαρξη στατιστικά σημαντικής διαφοράς στη διαδραστικότητα μεταξύ των ελληνικών και διεθνών δικτυακών τόπων των βιβλιοθηκών της έρευνας αλλά καμιά διαφορά μεταξύ των ελληνικών ομάδων. Η μελέτη αυτή συμβάλλει στην διαχείριση της επικοινωνίας των οργανισμών με το κοινό τους, ενισχύει τη προοπτική της έρευνας, προσδοκώντας να αποκτήσει διαχρονικό χαρακτήρα και διευρύνει τη πρακτική των δικτυακών τόπων προς όφελος αυτών, του κοινού και των ενδιαφερόμενων της ενισχύοντας την αξία των οργανισμών.

Item type: Thesis (UNSPECIFIED)
Keywords: Academic libraries, Communication strategies, Computer-mediated communication, Content analysis, Greece, Greek academic libraries, Higher education institutions, Interactivity, Libraries websites, Non-profit organization, Research libraries, Structural interactivity, Web analysis, Ακαδημαϊκές βιβλιοθήκες, Ανάλυση δικτυακών τόπων, Ανάλυση δικτυακών τόπων, Ανάλυση περιεχομένου, Διαδραστικότητα, Δικτυακοί τόποι βιβλιοθηκών, Δομική διαδραστικότητα, Ελλάδα, Επικοινωνιακές στρατηγικές, Ερευνητικές βιβλιοθήκες, Μη-κερδοσκοπικές οργανώσεις, Τριτοβάθμια εκπαιδευτικά ινστιτούτα, Ψηφιακά διαμεσολαβημένη επικοινωνία
Subjects: D. Libraries as physical collections. > DD. Academic libraries.
H. Information sources, supports, channels. > HQ. Web pages.
Depositing user: Stergios Mintzaridis
Date deposited: 06 Nov 2014 18:27
Last modified: 06 Nov 2014 18:27
URI: http://hdl.handle.net/10760/24096

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