In 1988, cultural critic Neil Postman warned of the fragility of human intelligence, arguing that it doesn’t take much to suppress or annihilate it.
His concerns about the rise of visual media over written words feel eerily prophetic in 2024, as we confront a growing literacy crisis exacerbated by the digital age.
The OECD’s recent assessment of literacy skills among 160,000 adults across 31 countries reveals a worrying trend.
Literacy proficiency has declined significantly in 11 countries, including South Korea, New Zealand, and Poland.
Even among university graduates, literacy levels fell in 13 countries.
The United States and Singapore showed the greatest inequality in literacy and numeracy skills, with 30% of Americans reading at a level expected of a 10-year-old child.
The Impact of Digital Consumption
Postman’s assertion that television conditions our minds to view the world through fragmented images now applies to the dominance of social media and video content.
Andreas Schleicher, the OECD’s Education Director, points to the shift from consuming long-form writing to engaging with short posts and clips as a key factor in declining literacy.
Social media’s tendency to reinforce echo chambers compounds the issue, as individuals are less exposed to diverse perspectives or the critical thinking needed to navigate ambiguity and distinguish fact from opinion.
Schleicher warns that such consumption patterns are incompatible with the higher levels of literacy proficiency demanded by today’s complex information landscape.
Literacy and Public Discourse
The erosion of literacy skills has profound implications for politics and public debate.
In 2007, Caleb Crain’s essay, Twilight of the Books, described a post-literate culture where stereotype and conflict dominate, and self-correction becomes obsolete.
This prediction aligns closely with the polarised and often shallow discourse increasingly prevalent today in manmy nations, including Malaysia.
Lessons from Finland and England
Yet, not all trends point to decline.
Finland demonstrates how high-quality education and strong societal norms can sustain literacy even amidst technological disruption.
Similarly, England has made strides in improving literacy among young adults through better schooling practices.
These examples highlight that reversing the tide is possible with the right investments and policies.
The Role of AI in Literacy
As we embrace AI, its potential to either alleviate or exacerbate the literacy crisis demands scrutiny.
Studies suggest AI tools can enhance the performance of lower-skilled workers, enabling them to communicate more effectively and take on higher-skilled roles.
However, as MIT economist David Autor notes, a solid foundation of literacy is essential to harness these benefits.
Without it, individuals risk becoming passive consumers of AI-generated content rather than empowered users.
A Call to Action for 2025
As we transition into 2025, the marketing industry must recognise its role in shaping societal norms and information consumption.
Brands and platforms can champion initiatives to promote literacy and critical thinking.
Campaigns that encourage reading, emphasise the value of long-form content, and address the pitfalls of echo chambers can make a significant impact.
The stakes are high.
Literacy is not merely a skill but the bedrock of informed citizenship, creativity, and innovation.
By fostering a culture that values reading and critical engagement, we can ensure that human intelligence thrives in the digital age.
