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Low-income, yet highly literate? the future towards developing a ‘super smart society’

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 com...

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Main Authors: Mohd Nor Shahizan Ali,, Neesa Ameera Mohamed Salim,, Petrus Ana Andung,, Felisianus Efrem Jelahut,, Maria V.D. Pabha Swan,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/23844/1/komunikasi_20.pdf
http://journalarticle.ukm.my/23844/
https://ejournal.ukm.my/mjc/issue/view/1644
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spelling my-ukm.journal.238442024-07-12T06:56:25Z http://journalarticle.ukm.my/23844/ Low-income, yet highly literate? the future towards developing a ‘super smart society’ Mohd Nor Shahizan Ali, Neesa Ameera Mohamed Salim, Petrus Ana Andung, Felisianus Efrem Jelahut, Maria V.D. Pabha Swan, 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.' Penerbit Universiti Kebangsaan Malaysia 2024 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23844/1/komunikasi_20.pdf Mohd Nor Shahizan Ali, and Neesa Ameera Mohamed Salim, and Petrus Ana Andung, and Felisianus Efrem Jelahut, and Maria V.D. Pabha Swan, (2024) Low-income, yet highly literate? the future towards developing a ‘super smart society’. Jurnal Komunikasi ; Malaysian Journal of Communication, 40 (1). pp. 358-375. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1644
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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.'
format Article
author Mohd Nor Shahizan Ali,
Neesa Ameera Mohamed Salim,
Petrus Ana Andung,
Felisianus Efrem Jelahut,
Maria V.D. Pabha Swan,
spellingShingle Mohd Nor Shahizan Ali,
Neesa Ameera Mohamed Salim,
Petrus Ana Andung,
Felisianus Efrem Jelahut,
Maria V.D. Pabha Swan,
Low-income, yet highly literate? the future towards developing a ‘super smart society’
author_facet Mohd Nor Shahizan Ali,
Neesa Ameera Mohamed Salim,
Petrus Ana Andung,
Felisianus Efrem Jelahut,
Maria V.D. Pabha Swan,
author_sort Mohd Nor Shahizan Ali,
title Low-income, yet highly literate? the future towards developing a ‘super smart society’
title_short Low-income, yet highly literate? the future towards developing a ‘super smart society’
title_full Low-income, yet highly literate? the future towards developing a ‘super smart society’
title_fullStr Low-income, yet highly literate? the future towards developing a ‘super smart society’
title_full_unstemmed Low-income, yet highly literate? the future towards developing a ‘super smart society’
title_sort low-income, yet highly literate? the future towards developing a ‘super smart society’
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/23844/1/komunikasi_20.pdf
http://journalarticle.ukm.my/23844/
https://ejournal.ukm.my/mjc/issue/view/1644
_version_ 1805885794995404800
score 13.211869

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