Organization of Content Policy on University Library Websites: Strategies for Promoting Publishing Projects

Fedotova Natal'ya Postgraduate student, Department of Publishing Industry and Book Science, Moscow Polytechnic University 107023, Russia, g. Moscow, ul. Bol'shaya Semenovskaya, 38 nmfedotova@yandex.ru Other publications by this author

In the modern world, in the era of digitalization, it is difficult to underestimate the role and influence of information on our lives. The forms and channels of information transmission, the formats of interaction between the participants in the process are changing, but the role of libraries as keepers and conductors in the world of information remains unchanged. Libraries in the world have existed for more than 2,000 years. "It is an important fact that the mission of the library has not undergone significant changes since its inception until today. These are the collection, preservation and provision for public use of a universal fund of documents, service to culture and science, preservation of national memory, education of peoples and dissemination of knowledge" ^[1]. Traditionally, scientists distinguish the following functions of libraries: educational, informational, cultural. Separately, libraries are faced with solving the problems of providing readers with high-quality relevant content in the XXI century in the context of solving the tasks set. The issues of transformation of the implementations of the main functions of libraries of educational institutions are particularly acute for researchers.

A large number of fundamental studies on the problems of the existence of libraries in the conditions of digital transformation of society belong to J.L. Schreiberg. In the researcher's works, one can see an analysis of all stages of the development of the Internet community in the country and the impact on the functioning of libraries and information in electronic form.

In his work "Libraries and the Internet: the unity and struggle of opposites and mysterious perspectives in a changing socio-cultural and information environment" ^[2] the author examines in detail the emergence of Internet technologies and their impact on the library environment. The author notes that at the beginning of the new millennium, there is a "merger of resources and the formation of a corporate library and information resource; library websites are gradually moving into the category of information resources" ^[2]. The analysis of the first library sites is presented in detail, which, according to the researcher, aimed at providing basic information in a brief form – opening hours, information about paid services. After a while, there are changes in the content policy, and now we see that the pages of library websites are often full-fledged websites, web resources with maximum information for users: information about the electronic catalog, access to internal library resources, forms of ordering literature, virtual exhibitions and news of the library community.

In a study by T.A. Abramzon and Yu.A. Fedina ^[3], it is noted that "one of the most difficult types of websites to develop are the websites of educational institutions. Students, applicants, teachers, administrators, graduates have specific needs. And, unlike the websites of other large organizations, these groups of users have little overlap in their needs" ^[3]. In their article, the authors identify the main factors affecting the perception and satisfaction of the needs for the information received and the impact on the speed of information perception by " users. According to the researchers, the university's website promotes effective interaction between the internal structure of the organization and the outside world, which has a positive effect on cross-cultural interaction and partnership.The article by N.I. Gendina, N.I. Kolkova, O.I. Aldokhina defines that "the formation of a single open information space" ^[4] is impossible without official library websites.

The work is devoted to the development of criteria and analysis of library websites based on them. The typology of the content content of library sites is presented. According to the authors, it is the analysis of the organization of the structure of sites that "allows, based on the monitoring of information resources, to judge the level of readiness of industries, regions, countries to enter the information society" ^[4].M.G. Karymova in the work "The library's website in the information and educational space of the university" ^[5] notes that when developing the structure of sites, it is necessary to appeal to the study of the needs of the target audience, examines in detail the categories of users and the tasks that the library must solve to implement effective interaction both in the internal and external environment.

The study presents a structural model of the site, consisting of bibliographic, full-text, information resources, analyzed the types and types of content. In conclusion, the author concludes about the key role of library sites in the formation of a unified electronic educational space ^[5].

A.V. Mikhailova, in her study of the web pages of libraries of cultural institutes ^[6], examines the structure of library sites and dwells in detail on the integrative function of libraries and its implementation through structured content on sites. So, according to the researcher, in order to solve the task – to ensure the integrity of the external information and educational space - the library acts as a part of it and performs the functions of an integrator between the internal and external environment of the university. The author dwells in detail on the analysis of library integration tools: electronic libraries, electronic library systems, electronic catalogs and in conclusion draws conclusions about the need to develop a high-quality, complete structure and content content, user-friendly navigation ^[6].E.A. Neretina, A.B. Makarets ^[7] consider the website as an important tool of marketing communications.

The authors define the site not only from the point of view of the accumulating function, but also the image component. The development of the website is considered to solve the following tasks: broadcasting the positioning of the university, reflecting technology and modernity through convenient navigation and originality of content. With regard to the analysis of library sites as important structural units, the work is of interest in terms of the stages of development and content of websites. The authors propose a concept in which the following stages are considered: "planning, design, implementation, analysis and refinement" ^[7]. The issues of page design and user interface are considered in detail, which, according to the authors, plays an important role in promoting resources and visitor satisfaction.

E.E. Nikitina ^[8] in her work analyzes the university's website as an element of digital education. The author focuses on the functions of the website for external integration and organization of interaction between elements of the external environment. The author also focuses on the promotion of educational services for users. The analysis of the Tver State University website was carried out and evaluation criteria were developed for the following parameters: design, ease of navigation, content component, interactivity, promotion on the Internet ^[8]. According to the author, high-quality compliance with these parameters allows universities to conduct an effective policy and maintain high positions in the educational services market.

N.A. Stefanovskaya and N.Y. Moiseeva ^[9] consider the role of library websites in the implementation of the educational process. According to the authors, the priority tasks are the storage of electronic learning tools and ensuring free access to them ^[9]. Library websites are such a tool. The authors consider the structural features of library sites in terms of the representation of educational, scientific and informational materials. In conclusion, conclusions are drawn about the influence of the content and navigation structure on the implementation of internal and external interaction between all participants in the educational process ^[9].The relevance of the research is connected with the global digitalization of society and the strengthening of the role of online technologies in the educational processes of universities.

Taking into account the data provided by researchers, it can be argued that the topic of the organization of content policy on the websites of university libraries reflects the level of interaction between the library and the reader, the organization of promotion of domestic and foreign publishing projects.

  Assuming that the structure of library sites has a similar typology, we can say that a comprehensive study is needed to identify problem areas.

 Main research questions:- the influence of representation on the Internet on the image of the library of the educational institution;

- the influence of the content organization of library websites on the promotion of publishing resources in the educational environment.

Based on this research, we will try to draw conclusions about successful examples and problems facing libraries to promote publishing projects.The purpose of the study is to study the content structure of the websites of pedagogical universities libraries and the impact of content on the promotion of publishing projects.

In our research, we set the following tasks: - analysis of web pages of libraries of pedagogical universities in order to determine content policy;

- identification of the features of the organization of sites and their support;

- highlighting the main tasks facing libraries in creating, maintaining and promoting web resources in the external and internal environment.

In our work, we rely on a systematic approach. Research methods – statistical and comparative content analysis of 38 pages of websites of pedagogical universities. The paper presents an analysis of university library websites and compliance with the following criteria: subject matter, design, relevance of information, accessibility of information and navigation. The main focus will be on the analysis of the content component.

We take as a basis the typology of content provision and the correspondence of site sections proposed in the study by N.I. Gendina, N.I. Kolkova, O.I. Aldokhina ^[4]. The model is based on the functional component of libraries approved in the scientific community: informational, cultural, educational. The authors correlate the site categories to each of the functions. For example, to solve information problems, the sections "News", "Electronic resources", "Services", "Readers", "Virtual service", etc. are allocated. To implement cultural functions, the authors propose to explore the sections "Virtual exhibitions", "Exhibitions", "Events", etc. The educational function is considered in the context of working with an "Electronic catalog", "Electronic resources" ^[4].

In our opinion, the proposed scheme allows us to analyze the content state of sites and identify gaps and bottlenecks for further study and improvement. Methodological limitations may be related to the dynamic structure of sites, the constant updating of sections, however, we assume that the accepted structure remains unchanged for a long time.

The hypothesis of the study is the assertion that the organization of content policy on the websites of university libraries is a necessary and primary task for the promotion of publishing projects. In the modern world, readers are often introduced to library resources through a website and methodological assistance in online format.

The scientific novelty of the research consists in statistical and content analysis of the websites of libraries of pedagogical universities, identification of typical sections and structure of content, identification of the main problems and trends of working with readers online through the website.

The practical significance of the research lies in drawing attention to the content organization on the websites of libraries of pedagogical universities, identifying the main sections, connections in the internal and external environment. Using the data, colleagues can share their experience and build links to exchange information, adopt successful experience, thereby solving important tasks – promoting publishing projects, increasing book output.

The theoretical significance implies the possible use of the results in the development of advanced training courses and training seminars for librarians.

The study found that all 38 universities have library pages on the Internet. About half of the organizations have information provided on full-fledged multi-resource sites, which are accessed through the main page of the university's website. Such sites have a more complex structure, consist of various sections and are full-fledged websites.We have identified the following structure of sections of library sites:

"About the library" - the section contains information about the library, historical information, documents, information about structural divisions, a photo gallery.

"Readers" - information about the rules of use of the library, library services, description of funds, information about book exhibitions, library publications is reflected here.

"Catalogs" - access to electronic catalogs and the electronic library of the university, contains detailed information about the work within the university library environment; information about the work of the interlibrary subscription; information about new arrivals of books and educational resources; services for electronic delivery of documents.

"Library Resources" is a section that provides information about electronic educational resources. It provides data on subscriptions to electronic library systems, Russian and foreign periodicals. Thus, the resources of the external (mentioned above) and internal environment (the repository of the university) are reflected, access to services for checking works for originality is provided.

 "The module "Book security" - "is designed to obtain operational information about the state of availability of educational publications of the main educational programs as a whole and disciplines separately" ^[10]. Thanks to the information provided in the section, communication is carried out between representatives of departments and the correspondence of the literature fund to the profile of the university is coordinated.

"Scientometrics" is a section containing data for authors on issues of publication activity. Citation index, lists of journals, memos with requirements for publications, information about the regulatory framework, copyright.

"Contacts" is a section containing information about the operating mode and a feedback form.

"News", "Announcements" - sections informing about significant events, events.

We have reviewed the main sections of the websites of libraries of pedagogical universities. Undoubtedly, each site provides an original unique structure that correlates with the main website of the university. Here it is important to note the design in a single style, a clear structure of sections and subsections.

Materials are provided in text and illustrative formats. Unfortunately, video instruction formats are not yet very common to provide on websites, which in our opinion is the next step towards popularizing resources.

Let's take a closer look at one of the most important sections for readers – the section "Library Resources" ("Electronic resources"). Important information is data on subscriptions to publishing projects of publishing houses, electronic library systems (EBS), video resources, access to a Scientific electronic library, access to the university's own electronic library.

The website of the Empress Maria Feodorovna Fundamental Library of the Russian State Pedagogical University ^[10] provides access to EBS, domestic and foreign periodicals, dissertations of RSPU authors, dictionaries and encyclopedias, open access resources. Detailed instructions for working with electronic catalogs have been developed for users.

On the website of the library of the Moscow State Pedagogical University, in the section "Electronic resources" ^[11], information is provided about the electronic catalog of the university, the catalog of final qualifying works, digests of novelties of partner publishers, information about domestic subscription electronic resources, foreign databases to which readers have a subscription.

The website of the A.M. Volkov Scientific Library of Tomsk State Pedagogical University in the section "Electronic resources" ^[12] provides information on access to the electronic library, domestic and foreign electronic educational resources, links to open access services and repositories.

The following subsections in the direction of "Electronic resources" are presented on the website of the library of the Amur Humanitarian Pedagogical University of the Humanities ^[13] - "access to the websites of libraries of the Far East", "network resources of educational mass media", "electronic reference publications", "resources on the main subjects of the general education program of basic general education", "educational internet resources".

When analyzing the section "Electronic Resources" of the Fundamental Library of the Voronezh State Pedagogical University ^[14], we found information for access to electronic educational resources (EBS), to the National Electronic Library, the internal repository of the university, foreign periodicals.We have analyzed the works devoted to the analysis of university libraries' web pages and their significance in the modern information space.

Among the works, in our opinion, the studies of O.A. Voevodkina ^[15]; M.G. Karymova ^[5]; A.V. Mikhailova ^[6]; E.E. Nikitina ^[8]; N.A. Stefanovskaya, N.Y. Moiseeva ^[9] deserve attention.O.A. Voevodkina ^[15] notes that for successful interaction between libraries and readers and "the formation of information competence at the university, it is necessary to have a developed technological component in the form of a university information and educational environment that allows you to fully disclose products, resources and services of libraries through a website / page on the Internet" ^[15].

The author highlights the importance of information support, which consists in the development of methodological guidelines and recommendations and teaching students to work with electronic resources ^[15].In the course of our research, we have determined that all libraries invest a lot of effort in the development of projects for the information support of users.

It is worth noting the most complete sections "Library Resources", which provide methodological recommendations, instructions in various formats, information about training courses and webinars of publishers. A great role is played by the joint work of librarians and content owners (domestic and foreign publishers).

M.G. Karymova ^[5] concludes that the library's website "is a key element in the formation of the information and educational space of the university" ^[5] and is based "on the principles of openness, uniformity and informativeness" ^[5].

E.E. Nikitina ^[8] also notes the importance of a uniform structure of the pages of the departments' websites, since a single structure "is an indicator of the corporate culture of the university" ^[8].

In our opinion, the issues of design of library sites and structure depend on organizational policy and technological capabilities. According to our analysis, the websites of libraries of pedagogical universities correspond to the general concept of universities and are an important part of the electronic educational space.

Internet technologies provide access to a large number of domestic and foreign resources and the formation of stable external relations.

For example, the article by A.V. Mikhailova ^[6] considers the implementation of the external integrative function of the university library through a competent content organization and website structure. The researcher raises the issues of the formation of "the integrity of the space (educational, informational, departmental, territorial, etc.)" ^[6] and draws conclusions about the importance of access to "electronic information resources of libraries of other Russian universities, educational and scientific organizations, branch libraries and even to world educational resources in general" ^[6].

The work of N.A. Stefanovskaya and N.Y. Moiseeva ^[9] also notes the importance of presenting on library websites "external information, educational and scientific electronic resources that expand the educational space of the university" ^[9].

After analyzing the work of researchers, it is possible to draw conclusions about the features of the content component of university library websites:

-coverage of a large number of users, consumers of content, accessibility,

- efficiency of data provision,

- clear structure of materials submission (sections and headings),

- type and species diversity of materials,

-building external relations with other educational organizations and publishing houses,

In the course of our research, we note that significant changes have taken place over the past 10 years since the active development and creation of university libraries' web resources. We note the multi-resource organization, access to a large number of domestic and foreign resources, a large number of accompanying materials and instructions, simplification of interaction between the reader and the library by setting up feedback and support forms, reduction of user service time.We agree with the researchers that the promotion of domestic and foreign publishing projects and resources is an important task for the staff of libraries and publishing houses, suppliers of educational content.

Based on the conducted research and the results obtained, the following conclusions can be drawn:

- each university has a separate website or library page,

- the relevance of content and its diversity is an indicator of active work and interaction with publishers, authors and readers,

- easy navigation and search on the library's website /pages – necessary conditions for searching and working with sources,

- interactions with publishers and content providers are necessary conditions for the promotion of resources. The library acts as a link, organizer of methodological events and consultant on working with sources,

- detailed and high-quality presentation of information helps to form the image of the library as an important unit and center for the promotion of not only external, but also internal projects.

The main tasks facing university libraries in the context of digital transformation, when creating and maintaining websites to promote publishing projects:

- formation of the typology of the presentation of materials in the external information space,

- work with large amounts of data – approval of a clear content policy, development of methods of interaction between authors, library staff and developers,

- development of website design based on modern research,

- easy navigation for users,

- interaction with external publishing partners to promote publishing projects and cross-cultural partnerships,

- promotion of university authors' projects in the external information space, in the interuniversity environment,

- the need to organize courses and seminars to improve information literacy among teachers and students.