Resumen

ESTRADA-CUZCANO, Alonso  y  HUAMAN-HURIARTE, Roxana. Positioning of peruvian university libraries in mass media. Investig. bibl [online]. 2010, vol.24, n.51, pp.13-41. ISSN 2448-8321.

The purpose of this work is to assess the profile of Peruvian university libraries in mass media. To this end, thirty-seven media outlets, including daily newspapers, magazines, wire services and radio stations providing regional and national coverage were monitored and/or examined. Over a period of three years, straight news stories, columns, feature articles, interviews and advertising referring to university-based libraries were tabulated, showing for the universe of 98 universities in the country a mere 43 mentions, despite the fact that many universities have institutional communications and media offices. These results suggest that currently little effort is being made to enhance or develop the positioning of university libraries.

Palabras llave : University libraries; mass media; Peru; social networks; advertising; positioning; Web 2.0..