What's in a name?

What's in a name? That which we call a rose
By any other name would smell as sweet.
Romeo and Juliet (II, ii, 1-2)
Thanks to AASL making a declaration that "school librarian" is now the official job title of our profession, the debate over what we call ourselves is raging once again.
I addressed this "non issue" back in 2005 in the column "Names Can Never Hurt Me." Excerpts:
However, job titles like “librarian” are really more symbolic than descriptive, and symbols work as much on an emotional level as a rational one. That’s why the topic is hotly and endlessly debated. Symbols have different cultural meanings that are legitimate. (Think of how Christians and Muslim may view a cross.)
The reaction to “librarian” says a good deal more about the person with the reaction than about the title itself. As I was growing up, librarians were the wonderful people who helped me find interesting things to read, helped me answer questions, and were in charge of an environment in which I felt comfortable. Our high school had a well-respected male librarian. So I have always felt quite proud to be considered a librarian.
Yet other poor souls have had very different experiences. Librarians to them were unreasonable authority figures who demanded quiet, had anal-retentive attitudes toward “their” materials, and may have been mean or even scary. Ardelia Lortz in Stephen King’s short story “The Library Policeman” iconifies this view. In other words, many people react to “librarian” like I react to “lawyer” or “proctologist.”
...
The only actual "research" that goes beyond opinion was a focus group study (A Report of Findings from Six Focus Groups with K-12 Parents, Teachers and Principals, as well as Middle and High School Students, KRC Research, January 2003) commissioned by AASL. It reported:
In terms of professional titles, “library media specialist” is a more positive and professional label than “school librarian” – especially looking to the future. “Library media specialist” brings to mind a younger, more professional computer literate person who can consult with students and teachers alike on their modern day information needs. This title also tends to make students of both genders more interested in the possibilities of the profession.
Let's move on or undertake a real study on job title perception by our constituent groups. Or better yet, spend our time improving our services.
Before we have to accept the job description "Unemployed."