The aim of this study is to deepen the knowledge of how library users, library personnel and the relationship between them are expressed in “strategic documents” of university libraries in Sweden. As used in this study, strategic documents have the purpose of pointing out focus and strategic planning for an organization. Six strategic documents are chosen. The main theory and method used is critical discourse analysis signed Norman Fairclough. His three-part method: text analysis, discourse practice and sociocultural practice, is used as a toolbox. The study also analyses strategic documents as a genre. The analysis reveals that the image of the user presented in the strategic documents is indistinct, 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 defines both the occupation and the library. Strategies of professionalization were protruding and technology was the most significant motivator for the organization. The relationship between the library users and the library personnel is not as evident in the material as could be expected; it is foremost expressed as existing between the university and the library. We see this as problematic as the relationship between the library personnel and the library users is the key to the legitimization of university libraries. The study reveals three main discourses; the discourse of effectiveness, the technical discourse and the discourse of change and renewal, which together point out future directions for university libraries in Sweden.