Digital Literacy as the New Dimension in Measuring Advertising Literacy: Towards a “Super Smart Society”

Mohamed Salim, Neesa Ameera, Ali, Mohd Nor Shahizan, Djatmika, Djatmika, and Culala, Harold John (2022) Digital Literacy as the New Dimension in Measuring Advertising Literacy: Towards a “Super Smart Society”. In: Proceedings of the 2nd International Conference on Design Industries & Creative Culture. From: DESIGN-DECODED: 2nd International Conference on Design Industries & Creative Culture, 24-25 August 2021, Kedah, Malaysia.

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A ‘super smart society’ is a core concept from Society 5.0 inspired by the Japanese Government which aims to develop both information and human-centered societies. Since the society, in general, is becoming increasingly digitized and technology connected- this study aims to define digital literacy as a new dimension in measuring the advertising literacy towards to one of the visual pollutants – fly posters. To represent the low-income society distribution, a total of 574 respondents from five (5) Public Housing Program (PHP) were selected. The study was guided by the combination of both media literacy theory and an advertising literacy model. Findings revealed that the low-income society are comprised of highly advertising literate individuals due to digital technological factors. The discussions of this study add on to the debate on how digital literacy and collaborative efforts can be crucial in developing an intelligent society, the ‘super smart society’, the Society 5.0.

Item ID: 81726
Item Type: Conference Item (Research - E1)
ISBN: 978-1-63190-345-8
Keywords: Digital Literacy, 21st century skills, B40, Low-income, Malaysia, Society 5.0, Fly-posters, Advertising
Copyright Information: Copyright © 2022–2024 EAI
Date Deposited: 05 Feb 2024 23:48
FoR Codes: 47 LANGUAGE, COMMUNICATION AND CULTURE > 4701 Communication and media studies > 470102 Communication technology and digital media studies @ 60%
46 INFORMATION AND COMPUTING SCIENCES > 4608 Human-centred computing > 460899 Human-centred computing not elsewhere classified @ 40%
SEO Codes: 13 CULTURE AND SOCIETY > 1302 Communication > 130205 Visual communication @ 70%
28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280116 Expanding knowledge in language, communication and culture @ 30%
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