Proceedings of the 2nd International Conference on Design Industries & Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.24-8-2021.2315010,
    author={Neesa Ameera  Mohamed Salim and Mohd Nor Shahizan  Ali and Djatmika  Djatmika and Harold John  Culala},
    title={Digital Literacy as the New Dimension in Measuring Advertising Literacy: Towards a “Super Smart Society”},
    proceedings={Proceedings of the 2nd International Conference on Design Industries \& Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia},
    publisher={EAI},
    proceedings_a={DESIGN-DECODED},
    year={2022},
    month={3},
    keywords={digital literacy 21st century skills b40 low-income malaysia society 50 fly-posters advertising},
    doi={10.4108/eai.24-8-2021.2315010}
}
  • Neesa Ameera Mohamed Salim
    Mohd Nor Shahizan Ali
    Djatmika Djatmika
    Harold John Culala
    Year: 2022
    Digital Literacy as the New Dimension in Measuring Advertising Literacy: Towards a “Super Smart Society”
    DESIGN-DECODED
    EAI
    DOI: 10.4108/eai.24-8-2021.2315010
Neesa Ameera Mohamed Salim1,*, Mohd Nor Shahizan Ali2, Djatmika Djatmika3, Harold John Culala4
  • 1: Faculty of Art & Design, Universiti Teknologi MARA, Malaysia
  • 2: Centre of Media and Communication Studies, Universiti Kebangsaan Malaysia
  • 3: Faculty of Humanities, Universitas Sebelas Maret, Indonesia
  • 4: Institute of Education, Far Eastern University, Philippines
*Contact email: neesa@uitm.edu.my

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 50 fly-posters advertising
Published
2022-03-25
Publisher
EAI
http://dx.doi.org/10.4108/eai.24-8-2021.2315010
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