Ontological Design as a Framework for Youth Advertising Literacy
DOI:
https://doi.org/10.62008/ixc/15/01EldiseKeywords:
Ontological Design, Advertising Literacy, Digital Natives, Youth Empowerment, Media EcosystemAbstract
The complexity of the digital advertising ecosystem and its influence on youth subjectivities demand a rethinking of media literacy frameworks. This study proposes to address this issue by recognizing minors as active co-designers. Through a literature analysis and the critical deconstruction of dominant discourses, an ontological framework was developed that comprises four dimensions: (1) ontological principles that re-conceptualize youth agency, (2) pedagogical strategies based on ontological design practices, (3) indicators of critical thinking and creativity, and (4) ethical-social implications of youth empowerment. This framework establishes the foundations for an advertising literacy that transcends the protection-empowerment dichotomy, facilitating the active participation of minors in the construction of more ethical and equitable advertising ecosystems.
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