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
Authors | Salim, Neesa Ameera Mohamed, Ali, Mohd Nor Shahizan, Djatmika, Djatmika and Culala, Harold John |
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Type | Conference 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. |
Keywords | digital literacy; 21st century skills; b40; low-income; Malaysia; Society 5.0; Fly-posters; advertising |
Year | 01 Jan 2022 |
Journal | Proceedings of the 2nd International Conference on Design Industries & Creative Culture |
Publisher | European Alliance for Innovation |
ISSN | 2593-7650 |
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 access | Open access |
Research or scholarly | Research |
Publisher's version | License All rights reserved File Access Level Open |
Page range | 1-14 |
ISBN | 978-1-63190-345-8 |
Web address (URL) of conference proceedings | https://eudl.eu/proceedings/DESIGN-DECODED/2021 |
Output status | Published |
Publication dates | |
25 Mar 2022 | |
Publication process dates | |
Accepted | Aug 2021 |
Deposited | 06 Jan 2025 |
Additional information | Copyright © 2022 EAI. |
Place of publication | Malaysia |
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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Publisher's version
OA_Culala_2022_Digital_literacy_as_the_new_dimension.pdf | |
License: All rights reserved | |
File access level: Open |
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