An Analysis of People's Mental Image of Iran's Public Library (Based on the Grounded Theory)

Purpose: Correspondence between the assumptions of the policies and the perceptions of the clients of service provider organizations can improve the effectiveness of policies and measures. The purpose of this study is to analyze the image of public libraries. Method: The present study is a qualitative study. To collect data, the structured interview method was used. A total of 72 people were interviewed. The grounded theory of Strauss and Corbin was the theoretical basis of this study, and the data from the interviews were coded in three stages. The Max Kioda software was used to encrypt the data. The interviewees were selected in such a way as to balance gender, age and education as much as possible. Sampling continued until the concepts were saturated. Four criteria of validity or acceptability, stability, verification capability, and transferability or appropriateness were evaluated to evaluate validity and accuracy of data. Findings: The results of the interviews were 163 open codes, 56 subcategories, 23 categories and 9 core categories. Among the categories, the categories of the unbalanced source of knowledge, the pleasant environment, and the unbearable place were chosen as the core categories. According to Glaserchr('39')s recommendation, the two categories of the pleasant environment and the unbearable place were referred to the unbalanced source of knowledge and this latter category was introduced as the main core category. Evidence from this study shows that peoplechr('39')s view of past libraries has been negative, and many people are reluctant to go to todaychr('39')s libraries because of their view of past libraries. On the other hand, the interviewees offered conditions and suggestions for visiting the libraries, and (according to them) if these conditions are taken into account, their number of visits to the library will increase. Originality/value: Evidence from this study suggests that the images that people had of the library often indicated that they considered library to be an unbalanced source of knowledge. This imbalance stems from the fact that on the one hand, people consider library as a platform for acquiring knowledge, and on the other hand, they believe that library environment is a contradictory environment. Summarizing these contradictions in the form of a code shows the creative vision of the researchers in this study. Furthermore, the subject of this study and the adoption of a qualitative approach in it show its value and authenticity. Attempts to understand the difference between past and present views and to focus on the analysis of peoplechr('39')s mental images have distinguished this research from other studies.