Abstract
The characteristics of the stereotype phenomenon are established from the perspective of social representations and mass media, interacting with cognitive theories. In the frame, the construction and validity of stereotypes are analyzed. The article considers the possibility that the stereotype is the cause and effect in a feedback process, between the librarian image and the community that sustains it. Socio-cultural conditions, the evolution of the reading concept and the professionalization, among other aspects, influence the construction and validity of the librarian stereotype. Other factors are analyzed taking into account the difficulties for the insertion and development of professionals in the labor market: the feminization of the activity; the academic training; the internalization made by the librarians themselves of the stereotype; the stereotype of the libraries.
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