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

Conference Publication ResearchOnline@JCU
Mohamed Salim, Neesa Ameera;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.

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Publication Name

DESIGN-DECODED: 2nd International Conference on Design Industries & Creative Culture

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ISBN/ISSN

978-1-63190-345-8

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Pages Count

14

Location

Kedah, Malaysia

Publisher

European Alliance for Innovation

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Publisher Location

Kedah, Malaysia

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DOI

10.4108/eai.24-8-2021.2315010