Are Virtual Reference Services Color and Gender Blind? Service Equality Revisited

Abstract

Following the rise of the Black Lives Matter Movement in 2020, there has been an increased focus on racial equality in library services, including recent modifications of the ALA Code of Ethics. Online library services may eliminate race‐based service discrimination by obscuring the racial identity of the patron. However, racial assumptions based on patrons' names can lead to online discrimination. While prior research shows mixed results, we examine if there is evidence of racial bias in virtual reference in American academic libraries. Initial findings based on content analysis of 946 responses from 255 libraries suggest that Tyrone Jackson received better service than others did.