Information Technology Reference
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level of technology skill so that an information package can be customized for the
client's use.
Individual Variables That Influence Utilization
As discussed in Chapter 6, diffusion must be thought of in two ways—it occurs
in individuals and in groups. Similarly, we must think of utilization as both an in-
dividual and a group (or social) process. The same environmental variables that
influence utilization of knowledge in groups (see above) also influence individuals.
An interesting and appropriate development in the study of knowledge utiliza-
tion is the influence of constructivist learning theory. This theory emphasizes that
knowledge is not a thing, a static object to be transmitted and passively received.
Constructivism assumes that new knowledge is about sense-making; knowledge is
filtered by a learner's preexisting experience and environment. Knowledge is fluid
and negotiated between the creator and the user—teacher and student. Users as-
sume control over learning and are actively engaged in problem-solving and con-
structing their own understanding. Thus, utilization models benefit from the diffu-
sion models and the role of “adoption” in the diffusion process.
From a systems perspective, utilization is a part of the dynamic information
transfer process. Conceptually, utilization begins with the knowledge creation pro-
cess, a partnership of the researcher and potential user. The goal of creation,
dissemination, production, organization, diffusion, and preservation of information
should be its utilization. Thus, information need, context, prior experience, values
and beliefs, channels of communication, media formats, and language used need
to fit a target audience.
Knowledge products must be understood and must accommodate the user's
existing knowledge to be diffused and used. Utilization is ultimately a process of
involving the potential user in adopting new knowledge and accepting change. The
implications of this perspective for librarians and information professional in the
design and delivery of services are tremendous, as discussed in the following sec-
tion.
Utilizing Information and Knowledge in an Organization
Information and knowledge can be categorized in order to plan for utilization
in an organization. The authors, in their professional work, teaching, and writing
(Greer, Grover, and Fowler 2013, 139-147) have defined the following categories
of information and knowledge use:
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