Mass media such as electronic (radio, television) and print media (newspapers, magazines) also provide information, education and recreation. They are very good at carrying out public enlightenment campaigns and promoting cultural values and norms. According to Nwalo (2000), mass media “help to raise the information level, focus attention on certain subjects, assist in determining information level, affect attitudes and shape public opinion”. Mass media provide very current information, in many cases in real time. It is very common to see people carrying radios around to listen to news. However, information transmitted through the mass media may not be repeated and may be difficult to locate thereafter; herein lies the importance of collecting, organising and preserving such information in libraries.
In terms of education, mass media organisations produce programmes such as documentaries on various subjects (eg environmental pollution), schools debates, teaching mathematics or English language. On the other hand, libraries provide text books and other print/non-print materials to support education of its users.
Both the mass media and libraries provide recreation for their patrons. There are music concerts, comedies, drama and many forms of entertainment on radio and television. Libraries also provide space for community members to act plays, play music and dance. The inter-relationship between libraries and the mass media was aptly described by Ekpu (1985) in Nwalo (2000) when he noted that “a tree sprouts from the soil and derives life from it, but later its leaves ripen and fall on the soil thereby increasing the richness of the soil” so the relationship between libraries and newspapers is symbiotic. He stated that “Newspapers gather part of their materials from libraries... and when the newspapers are published, the published materials find their way back into libraries for future reference... as newspapers gather materials to perform the functions of ...informing, educating
and entertaining the readers, they invariably generate information which libraries find valuable to preserve for the purpose of meeting the needs of their patrons”.
3.5.2 Relationship with Ministry of Information, Information Units of Other Ministries, Departments and Agencies (MDAs) of Government and Other Non-Governmental Organizations (NGOs)
Other information systems in the communication environment include various Ministries of Information, the information units of other MDAs and NGOs. They transmit mostly information generated by government agencies and pass this on to the citizens. Such information deals with issues like provision of fertilisers, public education on health, agriculture, education and democracy. Libraries collect relevant information from these agencies and store and preserve them for posterity.
3.5.3 Relationship with the Internet/World Wide Web
The mandate and objectives of libraries and the Internet/World Wide Web are closely intertwined. The Internet allows for self publishing, open access, open source and many other facilities that promote information transmission, education and entertainment which are the major roles of libraries. Libraries have leveraged on these Internet facilities, using such services as electronic mails, telephone and social media (Facebook, WhatsApp, Twitter, Instagram) to enhance library services. Internet services have enabled libraries to provide electronic services such as Ask-A-Librarian service which provides reference services 24/7, self publishing, e-Lending and remote services (reservation of materials from any location). Researchers are able to access current information in real time. Indeed, the Internet has dramatically changed the way that libraries operate by providing Library 4.0 services.
4.0 CONCLUSION
In conclusion, effective communication is at the core of library services. Such communication is usually between the various categories of customers (staff, users) and requires good customer service. Modern information and communication technologies such as social media and the Internet should be fully employed in rendering services. The library should also take advantage of mass media and collaborate with other relevant partners to ensure that customers always have a pleasant experience with their services. In the next module, we shall examine the history of libraries.
5.0 SUMMARY
This Unit discussed the library as a medium of communication in society. In addition, it examined the relationship between the library and other information and communication systems such as the mass media, social media and the Internet. The need for libraries to provide good customer service was also emphasized.
6.0 SELF-ASSESSMENT EXERCISE(S) 1. Define the term “communication”.
2. Describe the basic elements of the communication process.
3. Identify and discuss five barriers to effective communication.
4. Identify and explain the five traditional and five modern methods of communication.
5. Identify two other information and communication systems and discuss ways in which the library can collaborate with them.
7.0 REFERENCES/FURTHER READING
Tanuja, A. Notes on Communication: Meaning, Nature and Importance.
Accessed on 10 June, 2019 from
https://www.businessmanagementideas.com/notes/management- notes/communication-management-notes/notes-on-communication-meaning-nature-and-importance/5183
Koontz, H. and Weihrich, H. (2006). Essentials of Management: An International Perspective, 7th Edition, Koontz, Weihrich Paperback – 2007. Accessed on 3 June, 2019 from
https://www.amazon.com/Essentials-Management-International-Perspective-Weihrich/dp/007062030X or
https://books.google.com.ng/books?isbn=007062030X
Alegbeleye, G. O. (1981). Libraries and Society in Nigeria. In Education and the Nigerian Society. Papers in honour of Professor James Majasan, edited by Pai Obanya, Ibadan: Ibadan University Press, pp. 187-208.
Aboyade, B. O. (1985). The Provision of Information for Rural Dwellers, Ibadan:
Fountain Publications.
Nwalo, K. I. N. (2000). Society, Development and Libraries, External Studies Programme: LSE 101, Ibadan: University of Ibadan.
Nwosu, M. C. (2017). The Sociology of Library and Information Science. Uturu:
Justman Publishers Limited
MODULE 3: HISTORY OF LIBRARIES – ANCIENT, MEDIEVAL AND