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The Digital “Advertising Call”: An Archeology of Advertising Literacy

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Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing (HCII 2020)

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Abstract

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

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Authors and Affiliations

  1. CELSA Sorbonne Université-GRIPIC, Paris, France

    Karine Berthelot-Guiet

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  1. Karine Berthelot-Guiet
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Correspondence to Karine Berthelot-Guiet .

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Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Berthelot-Guiet, K. (2020). The Digital “Advertising Call”: An Archeology of Advertising Literacy. In: Meiselwitz, G. (eds) Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing. HCII 2020. Lecture Notes in Computer Science(), vol 12195. Springer, Cham. https://doi.org/10.1007/978-3-030-49576-3_21

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  • DOI: https://doi.org/10.1007/978-3-030-49576-3_21

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-49575-6

  • Online ISBN: 978-3-030-49576-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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