Digital literacy as the new dimension in measuring advertising literacy : towards a“Super Smart Society”

Conference paper


Salim, Neesa Ameera Mohamed, 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”. 2nd International Conference on Design Industries & Creative Culture, DESIGN DECODED 2021. Kedah, Malaysia 24 - 25 Aug 2021 Malaysia: European Alliance for Innovation. pp. 1-14 https://doi.org/10.4108/eai.24-8-2021.2315010
AuthorsSalim, Neesa Ameera Mohamed, Ali, Mohd Nor Shahizan, Djatmika, Djatmika and Culala, Harold John
TypeConference paper
Abstract

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.

Keywordsdigital literacy; 21st century skills; b40; low-income; Malaysia; Society 5.0; Fly-posters; advertising
Year01 Jan 2022
JournalProceedings of the 2nd International Conference on Design Industries & Creative Culture
PublisherEuropean Alliance for Innovation
ISSN2593-7650
Digital Object Identifier (DOI)https://doi.org/10.4108/eai.24-8-2021.2315010
Web address (URL)https://eudl.eu/doi/10.4108/eai.24-8-2021.2315010
Open accessOpen access
Research or scholarlyResearch
Publisher's version
License
All rights reserved
File Access Level
Open
Page range1-14
ISBN978-1-63190-345-8
Web address (URL) of conference proceedingshttps://eudl.eu/proceedings/DESIGN-DECODED/2021
Output statusPublished
Publication dates
Print25 Mar 2022
Publication process dates
AcceptedAug 2021
Deposited06 Jan 2025
Additional information

Copyright © 2022 EAI.

Place of publicationMalaysia
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https://acuresearchbank.acu.edu.au/item/912y4/digital-literacy-as-the-new-dimension-in-measuring-advertising-literacy-towards-a-super-smart-society

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