IT for Me and South Yorkshire Community Information

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1 IT for Me and South Yorkshire Community Information Liz Pearce Information Development Officer IT for Me Project Dave Miller Department of Information Studies University of Sheffield Steve Fox Mediac Joel Gouget Project Manager IT for Me Project Richard Proctor Department of Information Studies University of Sheffield Abstract: This paper introduces the IT for Me and South Yorkshire Information projects. These two South Yorkshire based initiatives are working with branch libraries in deprived communities to motivate internet use and IT skills development amongst reluctant or occasional IT users. The background to the projects and their current activities are outlined. Introduction The IT for Me project, which began in October 2003, is a European Union Objective 1 funded initiative which aims to motivate and encourage reluctant ICT users to develop the skills needed to use online resources for information and learning. The Objective 1 programme provides economic support and development for areas where GDP has fallen below 75% of the European average. Given the significant and steady decline of South Yorkshire s traditional coal and steel industries key priorities for the Objective 1 programme include business development, new technologies and hi-tech industries. The cross cutting themes of employability, social inclusion and the information society run throughout the programme s work. The IT for Me project involves the creation of a technical platform to enable personalised access to quality electronic resources. Using personalisation will ensure that the resources presented to users are relevant to their needs and interests and thus provide the hook with which to motivate further use of online information. The platform will work by matching a user s personal profile containing information about their hobbies, interests, geographical location and personal characteristics with a range of quality information resources. The content for system will be selected

2 to include top quality interest related sites, information about relevant learning opportunities and local community groups and organisations. The project is working in collaboration with the South Yorkshire Community Information initiative to stimulate the development of local skills capacity through the production of locally focused online content. The project is a partnership between the four South Yorkshire public library authorities, the Department of Information Studies at the University of Sheffield, Mediac, a community owned media production and training company, Knowledge Integration, an Open Source software development company, and community groups across the region. It is working, in the first instance, with branch libraries and communities in five of South Yorkshire s most deprived areas. It is envisaged that once established as a working service in these communities the system will be deployed as part of community focused library services across South Yorkshire and, potentially, beyond. Why IT for Me? The completion of the UK People s Network project has provided over 4000 public library service points with access to IT infrastructure. Whilst an initial review of the reach and impact of the People s Network was largely positive (Brophy, 2003), research suggests that some groups, such as the elderly, the economically inactive and those with low educational attainment, are often reluctant to use available computer facilities (Proctor and Bartle, 2002, Owen et al, 2003). Whilst the People s Network was established as a safety net against alienation and exclusion (Library and Information Commission, 1997) it is noteworthy that Chaplin (2002), in a study conducted into IT usage in disadvantaged communities, found that of those participants who lacked internet access elsewhere two-thirds did not use the library s computers, despite being library users. Similarly, a survey conducted with library users in IT for Me s five participating communities revealed that 50% of respondents had never used the internet. It is noteworthy that Chaplin (2002) found a greater use of public library IT facilities by those with a computer at home (30%) than by those without access elsewhere (23.8%). Similar problems with uptake amongst target groups have also been highlighted with regard to non-library public IT access points (Dervins, Darlow and Smith, 2002). Thus, despite having the opportunity to get online (Museums, Libraries and Archives Council, 2004) it would appear that many people are still reluctant to engage with online information sources. Figures from the UK Office for National Statistics indicate that both the number of households with home internet access and overall figures for internet use are steadily increasing, yet the fact remains that 39% of the UK population have still never used the internet (ONS, 2004). Both the ONS statistics and the IT for Me survey found that the reasons given for not using the internet included a lack of skills and confidence, lack of facilities and lack of interest. The importance of negative perceptions in some non users lack of interest was highlighted in the 2002 Resource commissioned report Low Achievers, Lifelong Learners (Proctor and Bartle, 2002). The report indicated that many non users were unaware of the potential of computers, and internet resources, in supporting their hobbies and interests. Indeed, some participants perceived computers as a tool for formal education which, they felt, lacked relevance to their lives. As government

3 policy increasingly focuses on public libraries role in supporting learning and e- government initiatives (Department Culture, Media and Sport, 2003) the importance of libraries recreational role, particularly in attracting and supporting socially excluded groups, should not be overlooked (Williamson, 2000). Selwyn (2002) has highlighted the need to progress from theoretical access to IT infrastructure to perceived access, towards user engagement and the meaningful use of ICT and content. Such progression, it is clear, will be required in order to reap the long term benefits of widening access to ICT infrastructure. What constitutes a meaningful use of ICT is essentially subjective and making online content relevant to users requires the provision of content and services which engage users interests and stimulate their curiosity. By focusing on users leisure interests and local area IT for Me aims to make content relevant to users on their own terms. Content to Engage Users By enabling users to construct an online information profile, in which their needs and interests are central, IT for Me will make relevant resources instantly accessible. Three strands of content, based on hobbies, leisure and local environment, will provide the basis for the IT for Me system in the first instance. Local Community Resource Working in collaboration with the South Yorkshire Community Information (SYCI) project IT for Me will present resources developed by, and about, communities themselves. SYCI builds on the success of the Sheffield Community Information project and is working with community groups, individuals and small business in South Yorkshire s Priority Four areas to develop local ICT capacity through the creation of websites. The organisations currently involved include readers groups, single parents organisations, and disability support groups. Providing users with access to resources relating to their immediate geographical location will provide a familiar point of reference in the, potentially alien, online environment. Access to such resources will, it is envisaged, also raise awareness of community events and organisations, encourage participation and strengthen community identity. Community Information Resources Each of the Library Authorities involved in the project have existing databases of community information and events. Using distributed searches and a user s personal profile the content of these legacy datasets can by tailored to the needs of individual users. Using postcode searching will help provide genuinely meaningful resources rather than those based on simply administrative boundaries. Integrating such data will increase community awareness of relevant wider local activities and organisations. Whilst the majority of entries in the community information databases currently contain simple descriptions and contact details it is envisaged that as an increasing number of groups create and maintain their own website that databases will expand to include relevant URLs. Subject Resources Public library collections have long sought to serve the diverse subject interests of local communities. Increasingly these collections are encompassing online resources with a number of Authorities providing recommended links for users (Hallam, 2003).

4 IT for Me is establishing a database of links, quality assured by library staff, which will be matched to users interest profiles. In order that subject resources are as accessible as possible an initial user survey of hobbies and interests has been undertaken to inform the development of user driven subject categories. The project will explore the ways in which user driven categories can be can be used to provide access to electronic resources. A User Focused System Whilst the effective utilisation of cutting edge technology underpins the development of the IT for Me system, the success of the project will be dependant on its ability to meet the needs of individuals. As indicated, an initial survey of user interests has been undertaken in the project s five target areas. The survey results have been used to inform the wording and structure of the user profile. As the project continues, and subsequent versions of the user profile, technical platform and content integration are delivered, further user consultation will be undertaken to ensure that the system meets the diverse demands of its user population. By ensuring that the needs of users drive both the development of the system, the resources provided through it and their structure the project will engage users with ICT in the context of their individual information landscape. A focus on the user is fundamental to the idea of personalization. Whilst personalisation techniques are being increasingly seen as both effective (Postma & Brokke, 2002) and popular with end users (Personalisation Consortium, 2000) in the commercial sector the potential to use them to improve community development and customer service in public libraries has been outlined by Chai and Garcia (2002). The authors suggest that With personalized Web sites and interactions members of the community can adequately express their individual and community interests in cyberspace. Librarians are better placed to perform their community and social responsibility in meeting these diversified needs with the assistance of personalization technologies (Chia & Garcia 2002:71) By bringing together three strands of content relevant to the interests and characteristics of an individual user it is envisaged that IT for Me will maximise these benefits by enabling the targeted delivery of resources to those users to whom they are most relevant. Conclusion The aims of IT for Me are ambitious but by developing a strong partnership including public, private, academic and community organisation the project is well place to build on established community relationships, past initiates and existing skill sets. By working with local communities the project seeks to establish, and respond to, genuine community needs and interests.

5 Further Information IT for Me South Yorkshire Community Information Objective 1 for South Yorkshire Bibliography Brophy, P. (2003) The people s network: A turning point for public libraries, London, Resource. Chaplin, E. (2002), The impact of public library ICT facilities on people living in areas of social exclusion, MA Dissertation, Sheffield: University of Sheffield, Department of Information Studies, available at: Chia, C., & Garcia, J. (2002). The personalization challenge in public libraries: perspectives and prospects, Bertelsmann Foundation. Department of Culture, Media and Sport (2003), Framework for the Future: Libraries, Learning and Information in the Next Decade, London: DCMS, available at: html Devins, D., Darlow A., Smith, S. (2002) Lifelong Learning and Digital Exclusion: Lessons from the Evaluation of an ICT Learning Centre and an Emerging Research Agenda, Regional Studies 36, (8) Hallam, R. (2003), Assessing the quality of websites: the view from public library authorities, MA Dissertation, Sheffield: University of Sheffield, Department of Information Studies, available at: Library & Information Commission. (1997), New Library, People s Network, London: Library and Information Commission, available at: Office for National Statistics. (2004) Internet Access, London, ONS Museums, Libraries and Archives Council. (2004). The People s Network, available at Owen, D. et al. (2003) The Use of and Attitudes Towards Information and Communication Technologies (ICT) By People from Black and Ethnic Minorities, London, DfES Personalization Consortium. (2000), Survey Finds Few Consumers Unwilling to Provide Personal Information to Web Marketers in Exchange for Better Services, available at

6 Postma, O.J, & Brokke, M. (2002), Personalisation in practice: The proven effects of personalisation, Journal of Database Marketing, Vol. 9, No. 2, pp Proctor, R and Bartle, C. (2002) Low achievers, lifelong learners: An investigation into the impact of the public library on educational disadvantage, London, Resource. Selwyn, N. (2002) Occasional Paper 49: Defining the Digital Divide : Developing a Theoretical Understanding of Inequalities in the Information Age, Cardiff, University of Cardiff. Williamson, M. (2000) Social exclusion and the public library: a Habermasian insight, Journal of Librarianship and Information Science, Vol 32, No. 4, pp