The aim of this study is to deepen the knowledge of how libraryusers, library personnel and the relationship between them are expressed in “strategicdocuments” of university libraries in Sweden. As used in this study, strategic documentshave the purpose of pointing out focus and strategic planning for an organization. Sixstrategic documents are chosen. The main theory and method used is critical discourseanalysis signed Norman Fairclough. His three-part method: text analysis, discoursepractice and sociocultural practice, is used as a toolbox. The study also analysesstrategic documents as a genre.The analysis reveals that the image of the user presented in the strategic documents isindistinct, focusing on what the library should do but not for whom they should do it.The library personnel were, with one exception, not mentioned in terms of “librarians”but instead in terms of the more impersonal and less specific “staff” or “co-workers”.This suggests that the library personnel are exchangeable and change is what definesboth the occupation and the library. Strategies of professionalization were protrudingand technology was the most significant motivator for the organization.The relationship between the library users and the library personnel is not as evident inthe material as could be expected; it is foremost expressed as existing between theuniversity and the library. We see this as problematic as the relationship between thelibrary personnel and the library users is the key to the legitimization of universitylibraries. The study reveals three main discourses; the discourse of effectiveness, thetechnical discourse and the discourse of change and renewal, which together point outfuture directions for university libraries in Sweden. / Program: Bibliotekarie