Diffusion of Information and Knowledge: How Information Becomes Meaningful - Evolving Global Information Infrastructure and Information Transfer - page 113

behavior associated with the acquisition and use of information. Information psy-
chology is the field of information science concerned with the development of this
theory of human behavior.
A professional possesses a particular knowledge that enables that individual to
apply professional knowledge with a service as the product. The role of any profes-
sional, including library and information professionals, is that of diagnosing needs,
prescribing a service that meets those needs, implementing that service, and eval-
uating the outcome of this interaction. Whether applying this diagnostic process to
an individual or group, a critical component is the diagnosis of the individual's or
group's needs, preferences, and cognitive styles. Information psychology helps us
to understand the unique aspects of diagnosing the information needs of individu-
als.
At a societal level (including small groups, organizations, professions, occupa-
tions, and societies of various sizes), the social processes of creating, dissemin-
ating, diffusing, and utilizing information constitute “information transfer,” and the
diffusion process is central to the role of library and information professionals. Ro-
gers (2003, 11) defines diffusion as the process by which (1) an innovation (2) is
communicated through certain channels (3) over time (4) among members of a so-
cial system. Diffusion is a unique type of communication with a focus on the spread
and understanding of a message or new idea.
A vital component of the information infrastructure is education, which is con-
cerned with the diffusion of knowledge. Education is the diffusion of culture, and
the purpose of a country's or organization's education system is to teach children
and adults the core culture of that country or organization, the values associated
with its history, and the necessary skills for a person to succeed in contemporary
society.
In recent years the role of library and information professionals has shifted from
the more passive role of the past to a much more assertive role in providing lib-
rary and information services to clientele. This shift, perhaps more appropriately
termed a revolution, shifts the role of the library and information professional from
that of dissemination to diffusion, and the information professional is now actively
engaged in the teaching of information literacy skills, assisting clientele in deriving
meaning from information resources.
References
American Association of School Librarians. 2009. Empowering Learners: Guidelines for School
Library Media Programs. Chicago: American Association of School Librarians.