This paper questions the notion of digital advertising literacy. We first propose a theoretical positioning that tries to think of self-taught literacy, not necessarily linked to education and state intervention, by a daily company with advertising. We will explore the French case, since the nineteenth century, to understand how people developed advertising literacy through different means. In this respect, how can we think of an active receiver, controlling codes instead of manipulated crowds? We will then explore contemporary forms of advertising digital literacy such as online conversation on social networks, algorithmic advertising, and advertising culture
CITATION STYLE
Berthelot-Guiet, K. (2020). The digital “advertising call”: an archeology of advertising literacy. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 12195 LNCS, pp. 278–294). Springer. https://doi.org/10.1007/978-3-030-49576-3_21
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