1. Bridging the language barrier in
public services: enhancing
intercultural communication in
academic libraries
Nataly Blas
Emily Mann
June 13, 2013

2. Dinámica
• Dame esos cinco si, has viajado a otro país
• Mujeres a la derecha y hombres a la izquierda
• Todos de pie si, hablas dos o más idiomas
• Levanten la mano si, han ayudado a un
estudiante internacional
• Parasen en un pie si, trabajas con el público

3. Activity
• Have you traveled to another country?
• To the right or to the left?
• Do you speak more than one language?
• Have you ever helped an international student?
• Do you work in Public Services?

4. Mission
– UNCG fully supports and values an inclusive community.
– Quality Enhancement Plan: Global Engagement
UNCG’s Diversity Profile
– Among the top three state institutions with the highest number
of minority students in terms of ethnicity
Assessment
– University Libraries Diversity & Inclusion Survey
– Office of Multicultural Affairs Focus Groups
Purpose
– Create awareness of communication barriers
– Increase cultural competency among library staff

5. UNCG Students come from these countries

6. Undergraduate Majors

7. Graduate Studies

8. UNCG 2012 Diversity and Inclusion
Survey
The Libraries provide
adequate print and
online resources in
languages other than
English
The Libraries provide
adequate print and
online resources on
diverse topics
I am satisfied with
how I’m treated by
the Libraries’ staff.
The Libraries’ staff
are knowledgeable
and can help me
with a wide range of
subject matter.
The Libraries provide
adequate services
for persons from
diverse backgrounds
I feel comfortable
and welcome in the
Libraries’ buildings.
7 12 16 12 9 1517 20 13 16 11 10
284
169
31
57
164
50
128
206 203
186 188
213
86
118
268
252
149
243
Sample includes undergraduate and graduate students
Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree

9. What makes a library non-welcoming?
• Unfriendly, non-diverse staff
• Poor communication skills with foreign
students
• Physical barriers to stacks and services
• Signs all in English
• Inadequate resources on diverse topics

10. International Students Response
Adequate print
and online
resources in
languages other
than English
Adequate print
and online
resources on
diverse topics
Satisfied with how
I’m treated by the
Libraries’ staff.
The Libraries’ staff
can help me with
a wide range of
subject matter.
Adequate services
for persons from
diverse
backgrounds
I feel comfortable
and welcome
3.47
3.77
3.92
3.71
3.56
4.31
Scores are based on a five point Likert scale:
1= strongly disagree; 5= strongly agree.

11. Group Discussion
• What services and resources are offered in
your library to meet the needs of your
multilingual patrons?
• What is the training and level of awareness of
multiculturalism and intercultural
communication among your library staff?

12. Communication Barriers
Cultural
Functional
Language

13. Cultural Barriers
• Lack of cultural awareness
• Different non-verbal communications
• Different role relationships (teacher – student)
• “Cultural activities make public libraries more
attractive to get to know the local traditions”-
International Student
Adapted from Sarah D. Garner’s study

14. Functional Barriers
• Different experiences with academic libraries
• Different research skills
• Different experience with technology
Adapted from Sarah D. Garner’s study

15. Language Barriers
• Non-native English speakers
• Use of slang, jargon, or idioms
• Lack of understanding of library lingo
i.e. “check out” a book
Adapted from Sarah D. Garner’s study

16. Identity Molecule Activity

17. Who are you?
Your
Name

18. How do we identify ourselves?
• Gender
• Race/Ethnicity
• Age
• Religion
• Economic Status
• Sexual Orientation
• Marital Status
• Political Views
• Occupation
• Languages
• Life Experiences
• Hobbies
• Culture/Sub-culture
• Clothing
• Learning/Thinking Styles
• Skills/Talents
• Beliefs/Values
• Concept of
beauty, friendships, etc
• Gestures

20. Minimization
An orientation that
highlights cultural
commonality and universal
values and principles that
may also mask deeper
recognition and appreciation
of cultural differences.

21. Public Service
• Often the first point of
contact for patrons
• Very short time for
sometimes complex
interactions
• What part of identity
molecule can we see of
patron?
• How do we serve their
needs?

22. Patron Interview
Gather
Information
with open
questions
Confirm
the exact
question
Give the
Answer
Follow up

23. Welcome
Be Approachable!
• Friendly greeting; smiling
• Speaking in a relaxed
tone, speak clearly and
slowly
• Assure patron you are
there to help

24. Gather Information
• Provide your full attention
• Non-verbal cues, nodding
to display
understanding, body
language
• Be aware of cross-cultural
rules, such as personal
space, eye contact

25. Confirm the Question
• Be
patient, communication
barriers may increase
the time you spend
with a patron.
• Ask the patron to write
something down for
clarification.

26. Give the Answer
• Keep the process clear
and simple
• Take the time to explain
library jargon,
such as database or
catalog
• Be enthusiastic about
the topic

27. Follow Up
• Make sure they got
what they needed not
what you think they
needed
• If necessary, go back to
“Gathering Information”

28. Tips for Communicating Across Cultures
• Be patient, don’t be afraid to ask for clarifications, and follow up
• Don’t make assumptions, one size does not fit all
• Avoid jargon, idioms, and jokes (this includes library jargon)
• Utilize teachable moments
• Be aware of your body language, such as personal space and eye contact
• Listen and pause before responding
• Treat the patron like they want to be treated—take cues from them
• Be friendly and enthusiastic
• Try different ways of communication
• View similarities and differences as equally important
• Assume you are capable of successfully interacting with others

29. Beyond the Public Service Desk
• Library tours in various languages
• Diversity in the library’s collection
• Multilingual services, such as tutors or
translation services
• Library materials in other languages
• Cross-cultural communication training for
library staff

30. Questions?

31. References
• ACRL Diversity Standards, http://www.ala.org/acrl/standards/diversity
• Brothen, E. & Bennet, E. (2013). The Culturally Relevant Reference Interview: How to
Enhance Reference Transactions in a Era of Diversity. In Library Sources for Multicultural
Patrons, 35, 297-302
• Garner, S. (2003). Bridging the Intercultural Communication Gap at the Reference Desk. Legal
Services Quarterly. 22(2), 7-33.
• Osa, J. O., Nyana, S. A., & Ogbaa, C. A. (2006). Effective Cross-Cultural Communication to
Enhance Reference Transactions: Training Guidelines and Tips. Knowledge Quest, 35(2), 22-
24.
• RUSA Guidelines http://www.ala.org/rusa/resources/guidelines/guidelinesbehavioral