Some

factors

that

influence

the

information

seeking behaviour of professionals. By Dowell Nyondo

1. Personal factors

The personal factors that influence the information seeking behaviour of professionals are discussed below: 1.1 Gender

Hobson (1999 123-124) says male and female differ in their reading habits. But socialization, education and occupation play a vital role for male and female in the same professional field. As such men and women in the same profession do not differ in their reading habits. However, the difference may be noticed in the type of media and the frequency of reading. Hobson (1999:138) further states that womens place being the kitchen, adequate time is not allotted to reading as opposed to men. 1.2 Age

Another personal factor that influences the information seeking behaviour of professionals is age. Hobson (1999: 142- 43) says women aged above 50 years read more than men of the same age

if the tasks they aim to accomplish are different but stresses that the reading habit is the same if the tasks are the same or if they are in the same organization structure. 1.3 Intelligence

Professionals differ in individual intelligence. Cognitive ability determines which syntactical structure an individual is able to decode and understand and which types of ideas they are able to express, apply and use after reading the media. (Frohman 2000:172). Intelligence, therefore, shapes and influences the information behaviour of professionals through selection of appropriate media and interpretation of its content.
1.4

Motivation and interest

Hansen (2000: 89) says a need generates a motive that in turn translates into the behaviour to seek information. He further says interests are aligned with preferences and attitudes. As such, motivation and interest is a personal factor that might also shape the information behaviour of professionals. How? When professionals of the same interest identify an information need that requires a solution, a motive is born. This drives the professional to seek information in different resources to satisfy the need. Of course professionals seek information differently depending on their area of specialization, nature of task and position in the organizational hierarchy.

1.5 Attitude to media Attitude to media is another personal factor in the professional domain that influences the information seeking behaviour of professionals. The attitude of professionals to media determines their selection of such media and how they interpret its content (Wells 2000: 190). However, since professionals factors are influenced by individuals habits, corporate culture and tasks performed et cetera, the attitude of an individual professional will influence the information behaviiour and how they are interpreted. For example, professionals in line management will have different attitude to media than professionals in top or strategic management of the same organization. 1.6 Reading and interpretative abilities

The ability to choose, read media and interpretation of media content varies from professional to professional depending on skills, nature of the task performance, subject discipline and work environment. As such, different people interpret content differently. For example, a specialist professional would interpret the media content or message different from a professional who is not specialized. This is due to differences in circumstances or in mental schemata.

1.7

Receptivity

The attitude of professionals influence or affect their receptivity to the media and its content. Receptivity depends on the users abilities, field of interest or specialization, prior knowledge and his ability to interpret medias content. In an organization, professionals with abilities in a particular field will have high receptivity of the media content than professionals with low abilities in a general field. However, professionals with vast knowledge, experience and prior knowledge of a subject will have high receptivity on the one hand and have low receptivity on the other if prior knowledge contradicts with current knowledge (Horne 1999: 321). As such, receptivity in the professional domain might shape and influence the information behaviour of professionals positively or negatively. 1.8 Educational qualifications and experience Lastly, the personal factor that influences the information behaviour of professionals is the educational qualifications and experience of the professional. The level of cognitive ability determines the level and motive to seek media, reading and understanding. Educated professionals have a high level of reading and interpretation than professionals with basic qualifications and experience.

Griffin and Tony (2001: 72) however says education does not provide a drive to read and interpretation. He argues that since many people read only to satisfy a particular need (attaining a qualification), reading ceases after the sought after need has been satisfied. But in this context, professionals read to provide answers to the professional tasks at hand and to externalize knowledge through sharing with colleagues. 2. Contextual factors

The contextual factors that influence the information seeking behaviour of professionals are discussed as follows: 2.1 Social networks

According to Froman (2000: 113), social networks are formed by people of the same characteristics such as belonging to the same field of specialization, interests, norms and values and beliefs. These depend on one another for information, knowledge and advice. The information needs are sought and supplied from within the network. This network may also extend its links to other experts in the external organizations with expert information that can be used to solve problems. 2.2 Political situation

Professionals and non professional people are influenced to read media during campaign periods of political parties in the

Presidential and Parliamentary elections. In Malawi for example, the rate of reading print media such as newspapers and periodicals and viewing television is remarkably higher than when campaigning is not taking place. The context, under which print and electronic media are published and made available to the people, plays a significant role in influencing the reading of such materials. 2.3 Interpersonal skills and attitude.

The aspect of interpersonal skills involves largely the Information Manager or Librarian with his or her interactions the users. The Librarian should exhibit full knowledge of the sources and be willing to help users with a joyful heart and passion. It is important that good attitude is displayed all the time despite the Librarians personal problems. Wilt (1997: 78) states that good attitude plays an important part in influencing the users to seek information for their tasks. Indeed, good attitude towards the users helps to entrench professionalism and respect for the profession. 3. Social and political context The availability of media and its nature influences the behaviour of professionals and non professional people. The availability of reading and viewing materials depend on the availability of funds to acquire them when the need arises.

Firstly, the social aspect of high illiteracy impacts negatively on the behaviour of people to seek and read such materials. Secondly, the decisions by politicians and or legislators also heavily impacts on the behaviour of people to seek information whether for educational or recreational purposes. How? If parliamentarians decide not to allocate funds for libraries or information entities during the budget session, then libraries will be unable to acquire the appropriate resources for the people. This means information entities or libraries will be undaunted with out-dated information which in itself does not influence the information seeking behaviour of the people.

3.

Bibliography Frohman, K.M. 2000. Aspects of information behaviour. London: Collins Educational Griffin, R.Y. et al 2001. Everyday information seeking. London: Faber & Stoughton Hansen, P.S. 2000. The influence of information. aspects of reading. New York: Johnson

Hobson, S.R. 1999. Understanding information behaviour. 3rd edition. Pittsburgh: Norton Horne, V. 1999. Information generation & use. New York: Fabbs, Inc Well, TR. 2000. Attitude to information. New York:

McGrawHill. Wilt, J 1997. The aspects of work attitude in information agencies. Pegas Publishing.