Uneven Adherence to Professional Guidelines and Potential Ethnic Bias in Service Provision Evidenced in Virtual Reference Service Interactions

Abstract

Objective – To investigate whether there is evidence for implicit ethnic bias in virtual reference service interactions. Design – Email-based structured observation study. Setting – Academic libraries in England. Subjects – 158 email-based virtual reference service interactions from one of 24 academic libraries in England. Methods – The study used a sample of 24 academic libraries across eight of the nine regions of England (excluding London). The body of the email message sent to each library consisted of one of five questions and was identical except for personalization to the institution. The first three questions were designed to be more likely to be answered in response to an unaffiliated user, and the last two questions were designed to be less likely to be answered in response to such a user. Each library received an email with each question from a different sender during each of five weeks, plus a repeat of question one in week six with slightly altered wording to serve as a control question. Emails were sent on randomized work days at different times of day. The messages were signed with one of six names representing the largest distinct ethnic population groups in England and Wales: Hazel Oakland (White British), Natasza Sakowicz (White Other), Zhao Jinghua (North Asian), Priya Chakrabarti (South Asian), Ebunoluwa Nweke (Black African), and Aaliyah Hajjar (Arab). All names were feminine and represented unaffiliated users. Email replies were coded according to a set of 27 characteristics based on the two most well-known professional guidelines for providing best practice reference services, namely, IFLA and RUSA.