MEDIA DISCOURSE IN THE LENS OF TRANSITIVITY ANALYSIS

  • Ms.AfsheenEkhteyar PhD Scholar, University of Sindh Jamshoro Assistant Professor/Head of English Department National University of Modern Languages (NUML) Karachi
  • Dr.Tariq Umrani Chairperson, Department of English University of Sindh,Jamshoro
DOI: https://doi.org/10.17605/ijie.v4i1.1114
Keywords: Marketing, Academic Libraries, Users, Needs, Communication, Technologies

Abstract

This study aimed at analysing the implementation of marketing strategies in Academic Libraries in Developing Countries in the era of Information and Communication Technologies (ICTs). The objectives of the study were to; identify the marketing strategies implemented by academic libraries in Cameroon, determine the efficiency of marketing strategies implemented by academic libraries and to investigate the challenges faced by academic libraries in marketing their services. The study used elements from the Marketing Communication Mix Theory and employed an exploratory research design. Data were collected using an interview guide which was validated by subject experts in the information and marketing professions. Participants were selected from 2 Academic Libraries in Fako Division of the South West Region of Cameroon. Data collected were analysed thematically. The findings indicated that several electronic and non-electronic marketing strategies are used by these libraries, but these are inefficient and there is need for exploitation of more technological means of marketing. One of the recommendations of this study was that current Information and Communication Technology trends be adopted in marketing of academic libraries and that working documents be implemented in an all-inclusive manner to include staff at the operational, tactical and strategic levels who should be well trained to survive in the electronic environment

References

Aderibigbe, O. A. & Farouk, B. L. (2017). Challenges on Marketing of Information Resources and Services in Federal University Libraries in North-West Zone of Nigeria. International Journal of Academic Library and Information Science Vol. 5(3), pp. 92-96.
Adekunmisi, S. R. (2013). Strategies for Marketing Library Services and Information Products in Nigeria. Global Advanced Research Journal of Educational Research and Review, 2 (12): 240 – 245.
Aina, L. O. (2004). Library and information science text for Africa. Ibadan: Third World Information Services Limited.
Aloysius, D. A. (2019). E-Marketing of Library Resources and Patronage by Students in University Libraries of Akwa Ibom State, Nigeria. Library Philosophy and Practice (e-journal). 2413.
Arumuru, L. (2015). Marketing of Academic Library Services for Effective Service Delivery in Delta State University Library. Developing Country Studies Vol.5, No.20, 2015
Bopape, S., Dikotla, M. Mahlatji, M. Ntsala, M., & Makgahlala, L. (2017). Identifying the information needs of public library and information services users in Limpopo province. SA Jnl Libs & Info Sci, 83(1).
Devadason, F. J. & Lingam, P. P. (1996). A Methodology for the Identification of Information Needs of Users, 62nd IFLA General Conference – Conference Proceedings - August 25-31, 1996.
Fisher, P. H. & Pride, M. M. (2006). Blueprint for your library marketing plan: a guide to help you survive and thrive. Chicago, IL: American Library Association.
Harouna, I. & Mabawonku, I. (2001). Information Needs and Seeking Behaviour of Legal Practitioners and the Challenges to Law Libraries in Lagos, Nigeria. International Information Literacy and Library Review, Volume 33.
Helinsky, Z. (2008). A short-cut to marketing the library. Oxford: Chandos Publishing.
Jerome, I., Nkiko, C., & Ifeakachuku, O. (2017). Value-added Service to Academic Library Users in 21st Century: Using Competitive Intelligence Approach. Library Philosophy and Practice (e-journal).
Kebede, C. (2002). The changing information needs of users in electronic environments. The Electronic Library, 20(1): 12-21.
Lewis, D. W. (2007). A Strategy for Academic Libraries in the First Quarter of the 21st Century. Indiana University Purdue University Indianapolis, 755 West Michigan Street, Indianapolis.
Mathews, B. (2009). Marketing today‟s academic library: a bold new approach to communicating with students. Chicago, IL: American Library Association.
Olorunfemi, M. & Adeola, I. D. (2018). Marketing Library and Information Services in Selected University Libraries in South West Nigeria. Library Philosophy and Practice (e-journal).
Omiunu, O. G. (2014). Conceptualizing Information Need: A Phenomenological Study. Journal of Library and Information Sciences. Vol. 2, No. 2, pp. 29-54.
Patil, S. K. & Pradhan, P. (2014). Library promotion practices and marketing of Library services: A role of Library professionals. Procedia - Social and Behavioral Sciences 133, 249 – 254
Professional Academy (2020). Marketing Theory: The Communications Mix. Retrieved on 19/10/2020 at 14:48pm from https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-communications-mix
Raul, M. A., Belapurkar, S. S., & Munnolli, S. S. (2016). Marketing of Library Resources and Services: New Challenges and Opportunities. Advanced Centre for Treatment, Research & Education in Cancer (ACTREC), Tata Memorial Centre, Navi Mumbai- 410210
Todorova, G. (2015). Marketing Communication Mix. Trakia Journal of Sciences, Vol. 13, Suppl. 1, pp 368-374. Doi:10.15547/tjs.2015. s.01.063.
UKEssays. (November 2018). Theories in the marketing communication framework. Retrieved on 19/10/2020 at 13:09pm from, https://www.ukessays.com/essays/marketing/theories-in-the-marketing-communication-framework-marketing-essay.php?vref=1
Yi, Z. (2016). Effective techniques for the promotion of library services and resources. Information Research, Vol 21, No. 1.
Published
2021-01-08
How to Cite
[1]
Ms.AfsheenEkhteyar and Dr.Tariq Umrani 2021. MEDIA DISCOURSE IN THE LENS OF TRANSITIVITY ANALYSIS. International Journal on Integrated Education. 4, 1 (Jan. 2021), 47-55. DOI:https://doi.org/10.17605/ijie.v4i1.1114.
Issue
Vol. 4 No. 1 (2021): IJIE
Section
Articles

Copyright (c) 2021 Ms.AfsheenEkhteyar, Dr.Tariq Umrani, Dr.Tariq Umrani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

In submitting the manuscript to the International Journal on Integrated Education (IJIE), the authors certify that:

  • They are authorized by their co-authors to enter into these arrangements.
  • The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
  • That it is not under consideration for publication elsewhere,
  • The publication has been approved by the author(s) and by responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
  • They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
  • They agree to the following license and copyright agreement.

License and Copyright Agreement

Authors who publish with International Journal on Integrated Education (IJIE) agree to the following terms:

  • Authors retain copyright and grant the International Journal on Integrated Education (IJIE) right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  • Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the International Journal on Integrated Education (IJIE) published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.