O bibliotecário empreendedor: marketing e design como recurso potencial de atuação em bibliotecas

Abstract

This research investigates marketing and design as potential resources for the social visibility of the library and for the entrepreneurial performance of the librarian. The central problem emerges from the tensions imposed by digital culture and information overload, which demand a repositioning of the professional when facing users immersed in immediate and algorithmic environments. The general objective was to recognize marketing and design as potential tools for the library's social visibility and as contributions to shaping the profile of the entrepreneurial librarian. To this end, the specific objectives sought to: theoretically examine the strategic role of marketing and design for libraries; understand the feasibility of the entrepreneurial librarian as a specialized consultant in customized marketing and design solutions for libraries; and identify, within the Pedagogical Course Projects (PPCs) of Library Science, the disciplines that cover design and marketing. The adopted methodology is descriptive and exploratory in nature, with a qualitative approach based on bibliographic research and a documentary analysis of the PPCs of five Brazilian public universities. The main results revealed a scenario of academic limitation, with marketing workloads ranging between only 0% and 2.5%, in addition to the absolute absence of design-oriented disciplines in the curricula. It is concluded that current education presents sharp practical gaps, requiring a restructuring of pedagogical projects so that librarians can overcome bureaucratic passivity and assume a strategic leadership role as professionals—specifically as entrepreneurs of design and marketing. The valorization of the profession is linked to the mastery of these competencies to convert knowledge into perceptible value for society.