This study aims to describe the development of reference services at the Library of
Universitas Indonesia. The research discussed about innovation in the development of new
activities in the reference services. Analyzing reference services from librarians’ point of
view concerning the new activities in reference services, including attitudes and policies
toward activities. This research takes a descriptive qualitative approach and uses semiotic
analysis refering to Semiology of Roland Bathes concerning significance from two stage,
denotation and connotation, for analyzing the result of interviews. The results showed that
the Universitas Indonesia Library reference service provides some new activities. Librarians
become more active, revealed to be closer to users, and transformation of information
technology is seen as one of the competitive need to accompany the development of
knowledge. Transfer media eventually have implications not on technology but rather to
communication of reference services in the Universitas Indonesia Library.
Keywords: Reference services, Librarians paradigm, Semiotics Analysis, Universitas
Indonesia Library.