On Virtual Face-Work: An Ethnography of Two Live Chat Reference Interactions Marie L. Radford, Ph.D., Rutgers University, New Jersey Gary P. Radford, Ph.D., Fairleigh Dickenson University Lynn Silipigni Connaway, Ph.D., OCLC Jocelyn DeAngelis Williams, Doctoral Candidate, Rutgers NCA, Chicago, IL, November 15, 2009

Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives $ 1,103, 572 IMLS funded project with 4 phases: Focus group interviews Transcript analysis Usable Online surveys – 496 Total Telephone interviews Total

Live Chat Transcript Analysis Random sample – 479,673 QuestionPoint sessions total – Avg. 33/mo. For 18 mos. = 850 total 746 usable transcripts – Excluding system tests & tech problems

Interaction Ritual: Essays on Face-to-Face Behavior Erving Goffman “On Face-Work: An analysis of Ritual Elements in Social Interaction” (1967)

Face-Work “Much of the activity occurring during an encounter can be understood as an effort on everyone’s part to get through the occasion and all the unanticipated and unintentional events that can cast participants in an undesirable light, without disrupting the relationships of the participants” (Goffman, 1967, p. 41)

Face Defined Positive social value person claims Self-image in terms of approved social attributes

Face-Work in Encounters Face is located in flow of events – Feelings about face reinforced by encounters – If better face is established – feel good – If expectations not fulfilled – feel bad or hurt – Neutral experience – expected, not memorable

Kinds of Face-Work Rituals – Greetings & Closings Corrective Process – Repair & Apology Avoidance Process– Prevent Threats to Face Poise – Control Embarrassment

Face-Work in Chat Reference Goffman provides a powerful way to frame analysis of chat encounters. Face & face-work appear in flow of transcript (event). Analysis identifies instances of face-work.

Interpersonal Communication Findings Relational Facilitators – Interpersonal aspects of the chat conversation that have a positive impact on the librarian-client interaction and that enhance communication. Relational Barriers – Interpersonal aspects of the chat conversation that have a negative impact on the librarian-client interaction and that impede communication.

Transcript Examples Positive Transcript Example “Drug Companies in Boston” (p. 11) – Subject: Business – Duration: 70 min., 45 sec. Negative Transcript Example “The Accelerating Bumper Car” (p. 17) – Subject : Physics – Duration: 17 min., 8 sec.

Conclusion Goffman offers a powerful way to gain new insights into VR practice. Can guide understanding of interpersonal dynamics. Future directions: Developing a theoretical model based on Goffman Research in progress to extend this work to other contexts – IM & SMS (text messaging).

End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc. Project web site: activities/synchronicity/default.htm

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