Low-income, yet Highly Literate? The Future Towards Developing a ‘Super Smart Society’
Abstract
The low-income community is generally associated with a lower level of education, poor quality housing, unemployment, and financial debt. As digital technologies become increasingly integrated into society, this study aims to re-examine the understanding of advertising literacy within low-income communities by introducing digital literacy as a new dimension. The focus is on assessing their awareness of visual pollutants, specifically fly-poster, in Malaysia. The study involved 574 respondents from five Public Housing Programs (PHP) to represent the distribution of the low-income community. The study combined media literacy theory and the model of advertising literacy. Results indicated that individuals in the low-income community exhibit high advertising literacy influenced by digital technological factors, empowering them to make informed decisions amidst the deluge of advertisements. Despite this, the challenge of visual pollutants remains unresolved due to the insufficient efficacy of collective actions by the community, hindering efforts to mitigate their impact on the local environment. To embrace the future of a 'super smart society,' the low-income community must collectively adapt and adopt digital technologies. This study contributes to the discourse on the importance of digital literacy and collaborative efforts in shaping an intelligent society, often referred to as Society 5.0 or the 'super smart society.'
Keywords: Advertising literacy, society 5.0, digital literacy, fly-poster, super smart society.
Full Text:
PDFReferences
Ahsan, M. H., Ayub, N., & Azman, N. S. (2021). Digital literacy in Malaysia: A systematic literature review on methodological approaches. Malaysian Journal of Qualitative Research, 7(1), 107-125.
Arke, E. T., & Primack, B. A. (2009). Quantifying media literacy: Development, reliability, and validity of a new measure. Educational Media International, 46(1), 53-65.
Bann, C. M., McCormack, L. A., Berkman, N. D., & Squiers, L. B. (2012). The health literacy skills instrument: A 10-Item short form. Journal of Health Communication, 17, 191-202.
Belch, G. E., & Belch, M. A. (2014). Advertising & Promotion: An Intergrated Marketing Communication Perspectives (10th Ed.). New York: McGraw-Hill Education.
Belshaw, D. J. (2011). What Is 'Digital Literacy'? (Doctoral dissertation). Durham University,
England.
Bobbio, V. (2022). Harmonic Society. In V. Bobbio (Ed.), Harmonic Innovation: Super Smart
Society 5.0 and Technological Humanism (pp. 67-80). Cham: Springer International Publishing.
Bort-Roig, J., Gilson, N. D., Puig-Ribera, A., Conteras, R. S., & Trost, S. G. (2014). Measuring and influencing physical activity in smartphone technology: A systematic review. Sports Medicine, 44(5), 671-686.
Campbell-Grossman, C., Hudson, D. B., Hanna, K. M., Ramamurthy, B., & Sivadasan, V. (2018). Ease of use and acceptability of a smartphone app for young, low-income mothers. Journal of Technology in Behavioral Science, 3, 5-11.
Celik, I., Muukkonen, H., & Dogan, S. (2021). A model for understanding new media literacy: Epistemological beliefs and social media use. Library & Information Science Research, 43(4), 101125.
Cho, H., Cannon, J., Lopez, R., & Li, W. (2024). Social media literacy: A conceptual framework.
New media & society, 26(2), 941-960.
Dufva, T., & Dufva, M. (2019). Grasping the future of the digital society. Futures, 107, 17-28.
Eshet-Alkalai, Y. (2004). Digital Literacy: A Conceptual Framework for Survival Skills in the
Digital Era. Journal of Educational Multimedia and Hypermedia, 13(1), 93-106.
Evans, N. J., & Wojdynski, B. (2020). An introduction to the special issue on native and covert
advertising formats. International Journal of Advertising, 39(1), 1-3.
Fukuda, K. (2020). Science, technology and innovation ecosystem transformation toward
society 5.0. International Journal of Production Economics, 220, 107460.
Gansinger, M. A. M., & Kole, A. (2016). Roots Reloaded. Culture, Identity and Social
Development in the Digital Age. Hamburg: Anchor Academic Publishing.
Gasa, F. M., & Amalia, A. M. C. (2021, October). Media Literacy As A Basic Knowledge For
Teachers In Elementary School. In ICCD (Vol. 3, No. 1, Pp. 214-217).
Holroyd, C. (2022). Technological innovation and building a ‘super smart’society: Japan’s vision of society 5.0. Journal of Asian Public Policy, 15(1), 18-31.
Hazita Azman, Ali Salman, Norizan Abdul Razak, Supyan Hussin, Mohd Safar Hasim & Musa
Abu Hassan. (2014). Determining digital maturity among ICT users in Malaysia.
Malaysian Journal of Communication, 30(1), 23-35.
Hicks, M. (2021). Flyposter graffiti and the change in a Sydney streetscape during the time of
COVID-19. Visual Studies, 36(2), 141-146.
Higgins, B. R., & Hunt, J. (2016). Collective efficacy: Taking action to improve neighbourhoods. National Institute of Justice 277.
Hipp, J. R., & Wo, J. C. (2015). Collective efficacy and Crime. International Encyclopedia of the
Social and Behavioral Sciences (2nd Edition), 4, 169-173.
Hobbs, R. (2022). Media literacy. In The Routledge international handbook of children,
adolescents, and media (pp. 475-482). Routledge.
Hofvenschioeld, E., & Khodadadi, M. (2020). Communication in futures studies: A discursive
analysis of the literature. Futures, 115, 102493.
Jenkins, H., Purushotma, R., Weigel, M., Clinton, K., & Robison, A. J. (2009). Confronting the
Challenges of Participating Culture: Media Education for the 21st Century. London: MIT Press.
Jones-Kavalier, B., & Flannigan, S. L. (2006). Connecting the digital dots: Literacy of the 21st
century. EDUCAUSE Quarterly, 29(2), 8-10.
Karpati, A. (2011). Digital Literacy in Education. Policy Brief UNESCO Institute for Information Technologies in Education (IITE). Retrieved April 10, 2017, from http://unesdoc.unesco.org/images/0021/002144/214485e.pdf
Kerkhoff, S. N., & Makubuya, T. (2021). Professional Development on Digital Literacy and Transformative Teaching in a Low‐Income Country: A Case Study of Rural Kenya. Reading Research Quarterly.
Koltay, T. (2011). The Media and the literacies: Media literacy, information literacy, digital literacy. Media, Culture and Society, 33(2), 211-221.
Kong, Q., Lai-Ku, K. Y., Deng, L., & Yan-Au, A. C. (2021). Motivation and perception of Hong Kong university students about social media news. Comunicar, 29(67).
Kress, G. (2003). Literacy in The New Media Age. London:Routledge.
Kurbanoglu, S. S. (2003). Self-efficacy: A concept closely linked to info literacy and lifelong learning. Journal of Documentation, 59(6), 635-646.
Lee Ming Tan & Montague, J. M. (2015). Understanding new media literacy: The development of a measuring instrument. Applied Psychology: Proceedings of the 2015 Asian Congress of Applied Psychology (ACAP 2015). World Scientific.
Li, K. Y., Zahiri, M. A., & Jumaat, N. F. (2020). Understanding digital media literacy in a digital
age: A review of current frameworks. International Journal of Psychosocial Rehabilitation, 24(5), 1010-5.
Livingstone S. (2004). Media literacy and the challenge of new information and communication technologies. Communication Review, 7(1), 3–14.
Livingstone, S., & Helsper, E. J. (2006). Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two-Linked Research Literatures in Relation to Obesity and Food Choice. Journal of Communication, 56, 560-584.
Majid, Khairulwafi, Sulaiman, Shahrunizam, Mohammad, Hashima, Azmi, Safrina, & Nasir, Muhammad. (2023). Visual Syntax: How Visual and Verbal Approach Promote Social Unity Through Thematic Television Commercials. Jurnal Komunikasi: Malaysian Journal of Communication, 39, 391-411.
Melumad, S., & Pham, M. T. (2020). The smartphone as a pacifying technology. Journal of Consumer Research, 47(2), 237-255.
McKenna, M. C., Labbo, L. D., Kieffer, R. D., & Rienking, D. (2013). International Handbook of Literacy and Technology. New Jersey: Routledge.
Makienko, I. (2012). Effective frequency estimates in local media planning. Journal of Targeting, Measurement and Analysis for Marketing, 20(1), 57-65.
Malmelin, N. (2010). What is advertising literacy? Exploring the dimensions of advertising literacy. Journal of Visual Literacy, 29(2), 129-142.
Ministry of Housing and Local Government. Program Pembasmian Kemiskinan Bandar (PPKB). Retrieved May 18, 2020, from https://www.kpkt.gov.my/
Ministry of Urban Wellbeing, Housing and Local Government. 2017. Population of the Public Housing Program (PHP) residents in Malaysia. Retrieved April 10, 2017, from https://www.kpkt.gov.my/
Mohamed, S., Ghazali, W. N. W. M. & Nasir, N. S. M.(2023). Digital literacy and poverty: Investigating the digital experience of children living at Pusat Perumahan Rakyat (PPR). Journal of Media and Information Warfare, 16(2), 50-67.
Mohamed, S., Wok, S., Nasir, N. S. M., & Ghazali, W. N. W. M. (2021). Poverty and Digital Literacy: a Study on Children Living At the Pusat Perumahan Rakyat (PPR). International Journal for Studies on Children, Women, Elderly and Disabled, 13, 28-33.
Mohammadyari, S., & Singh, H. (2015). Understanding the effect of e‐learning on individual performance: The role of digital literacy. Computers & Education, 82, 11‐25.
Mohd Hasril Amiruddin, Isma Atiqah Ngadiran, Fathin Liyana Zainudin & Norhayati Ngadiman. (2016). Tahap kemahiran generic pelajar Malaysia dalam proses pengajaran dan pembelajaran: Kajian kes pelajar Institut Kemahiran Mara, Johor Baharu. Malaysian Journal of Society and Space, 12(3), 111-121.
Mrisho, D. H., Bulendu, D. E., & Dominic, N. A. (2023). Media Literacy: Concept, Theoretical Explanation, and Its Importance in the Digital Age. East African Journal of Arts and Social Sciences, 6(1), 78-85.
Muhammad Adnan Pitchan, Ali Salman, & Ernawati Abdul Wahab (2023). Pengetahuan, sikap dan amalan masyarakat di Kuala Lumpur terhadap kempen pencegahan jenayah penipuan dalam talian. Jurnal Komunikasi: Malaysian Journal of Communication, 39(1), 240-258.
Naderer, B., & Opree, S. J. (2021). Increasing advertising literacy to unveil disinformation in green advertising. Environmental Communication, 15(7), 923-936.
Nawi, N. M., Baharudin, N., & Ramli, N. N. (2020). Adoption of Social Media Marketing among Agropreneurs in Peninsular Malaysia. Malaysian Journal of Agricultural Economics, 29(1).
Neesa Ameera & Mohd Nor Shahizan Ali. (2019). Reality Digital Environment Stimuli Advertising Schemata (Mindset) of the Lower Socio-economic Status (LES). Humanities and Social Sciences Reviews, 7(2), 254-260.
Neesa Ameera & Mohd Nor Shahizan Ali. (2020). Reconceptualizing the Advertising Literacy
Model. International Journal of Advanced Science and Technology, 29(3), 2077-2089.
Neesa Ameera, Mohd Nor Shahizan Ali, Djatmika, D., & Culala, H. J. (2022, March). Digital
Literacy as the New Dimension in Measuring Advertising Literacy: Towards a “Super
Smart Society”. In Proceedings of the 2nd International Conference on Design Industries & Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia.
Nelson, M. R. (2016). Developing persuasion knowledge by teaching advertising literacy in primary school. Journal of Advertising, 45(2), 169–182. DOI: 10.1080/00913367.2015.1107871
Panayo, J., & Tolentino, C. (2024). Exploring News Media Literacy and its Dimensions. Diversitas Journal, 9 (Special1).
Parry, Becky., Burnett, Cathy. & Merchant, Guy. (2016).. Literacy, Media, Technology: Past, Present and Future. New York: Bloomsbury Publishing.
Potter, W. J. (2004). Theory of Media Literacy. Thousand Oaks: SAGE Publications, Inc.
Potter, W. J. (2015). Media Literacy. 8th Ed. Thousand Oaks: SAGE Publications, Inc.
Poore, M. (2011). Digital literacy: Human flourishing and collective intelligence in a
knowledge society. Literacy Learning: the Middle Years, 19(2), 20-26.
Primack, B. A., Gold, M. A., Switzer, G. E., Hobbs, R., Lands, S. R., & Fine, M. J. (2006).
Development and validation of a smoking media literacy scale. Archives of Paediatric & Adolescent Medicine, 160, 369-374.
Radhakrishna, R. B. (2007). Tips for developing and testing questionnaires/instruments.
Journal of Extension, 45(1).
Rosenberg, A. (2023). Ways of Seeing Advertising: Law and the Making of Visual Commercial
Culture. Law & Social Inquiry, 48(1), 130-174.
Sá, M. J., Santos, A. I., Serpa, S., & Ferreira, C. M. (2021). Digital literacy in digital society 5.0:
Some challenges. Academic Journal of Interdisciplinary Studies, 10(2), 1-9.
Sabrina, A. R. (2019). Literasi Digital Sebagai Upaya Preventif Menanggulangi Hoax.
Communicare: Journal of Communication Studies, 5(2), 31. DOI: 10.37535/10100522018
Sampson, R. J., Raudenbush, S. W., & Earls, F. (1998). Neighborhood and violent crime: A
multilevel study of collective efficacy. Science, 277(5328), 918-924.
Schmidt, S., & Eisend, M. (2015). Advertising repetition: A meta-analysis on effective
frequency in advertising. Journal of Advertising, 44(4), 415-428.
Spalter, A. M., & Van Dam, A. (2008). Digital visual literacy. Theory into practice, 47(2), 93-
Stibbe, A. (2009). The Handbook of Sustainability Literacy: Skills for Changing the World.
Totnes: Green.
Vaithilingam, S., Nair, M., Macharia, M., & Venkatesh, V. (2022). Mobile communication and use behavior of the urban poor in a developing country: A field study in Malaysia. International Journal of Information Management, 63, 102440.
van Berlo, Z. M., Meijers, M. H., Eelen, J., Voorveld, H. A. M., & Eisend, M. (2023). When the
medium is the message: A meta-analysis of creative media advertising effects.
Journal of Advertising, 1-18.
van Reijmersdal, E. A., & Rozendaal, E. (2020). Transparency of digital native and embedded
advertising: Opportunities and challenges for regulation and education. Communications. The European Journal of Communication, 45(3), 378–388. DOI: 10.1515/commun-2019-0120
Vander Wyst, K. B., Vercelli, M. E., O’Brien, K. O., Cooper, E. M., Pressman, E. K., & Whisner,
C. M. (2019). A social media intervention to improve nutrition knowledge and behaviors of low-income, pregnant adolescents and adult women. PloS one, 14(10), e0223120.
Waller, D. S., & Fam, K. S. (2000). Cultural values and advertising in Malaysia: Views from the
industry. Asia Pacific Journal of Marketing and Logistics, 12(1), 3-16.
Wood, A. M., & Johnson, J. (Eds.). (2016). The Wiley Handbook of Positive Clinical Psychology.
United Kingdom: John Wiley & Sons.
Wuyckens, G., Landry, N., & Fastrez, P. (2022). Untangling media literacy, information literacy,
and digital literacy: A systematic meta-review of core concepts in media education.
Journal of Media Literacy Education, 14(1), 168-182.
Xu, X., Lu, Y., Vogel-Heuser, B., & Wang, L. (2021). Industry 4.0 and Industry 5.0—Inception,
conception and perception. Journal of manufacturing systems, 61, 530-535.
Zahid, N., Pulvera, R., Madsen, K. A., Lee, M. M., Ibarra-Castro, A., & Falbe, J. (2022).
Socioeconomic disparities in outdoor branded advertising in San Francisco and
Oakland, California. Preventive Medicine Reports, 27, 101796.
Refbacks
- There are currently no refbacks.
e-ISSN: 2289-1528