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Digital literacy as the new dimension in measuring advertising literacy : towards a“Super Smart Society”
Salim, Neesa Ameera Mohamed Ali, Mohd Nor Shahizan Djatmika, Djatmika Culala, Harold John
Salim, Neesa Ameera Mohamed
Ali, Mohd Nor Shahizan
Djatmika, Djatmika
Culala, Harold John
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
Date
2022
Type
Conference paper
Journal
Proceedings of the 2nd International Conference on Design Industries & Creative Culture
Book
Volume
Issue
Page Range
1-14
Article Number
ACU Department
Centre for Education and Innovation
Collections
Relation URI
Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Copyright © 2022 EAI.
Bronze open access.