The aim of the study is to delve deeper into how the press portrays the librarian profession through two different time periods and take a closer look at the discourses related to work tasks represented in the media to see how the profession has changed and why. The empirical material is from Biblioteksbladet, published in 1923 and 2023, and the study analyses the differences from a hundred-year progress in the representation of the profession in the press. These papers are analysed with discourse analysis to explain power relations, changes in social practices and society, and the context of the texts to explain why these changes have happened. The result of the study shows that there has been a change in the profession, as more tasks have been assigned to the librarians, which brings new expectations and changes in the work-related discourses in Biblioteksbladet and how they express themselves to the librarians. Furthermore, the profession changes with the society it is centred in to be of use to its users.