Cultural implications of a global context: the need for the reference librarian to ask again 'who is my client?'.

Globalisation provides the contextual framework for cultural changes in the library user group. In order to be more effective, and realistically, more client-focused, the reference librarian is challenged to ask again 'Who is my client?' in this changing context. This paper presents a practical response to cultural change and suggests ways of moving towards understanding this context. [ABSTRACT FROM AUTHOR]