Towards an Informed Society: A Critical Analysis of Media Literacy in Pakistan

A Critical Analysis of Media Literacy in Pakistan

Authors

  • Syed Abdul Siraj Bahria University Islamabad
  • Quratulain Gul Independent Research scholar, Islamabad
  • Inam Internatioal Islamic University Islamabad

Keywords:

media literacy, media consumption, disinformation, fact-checking

Abstract

Understanding media literacy in the digital age is essential for interpreting complex media narratives about critical issues and mitigating the risk of public misguidance, which is imperative for a democratic culture. This research investigates the state of media literacy in Azad Jammu and Kashmir (AJK), Pakistan’s nonmetropolitan region. Media literacy among the people in AJK has not been previously explored, so this research gap provides new insights and solutions using Critical Media Literacy Theory (CMLT) to examine the phenomenon. Key findings of the study reveal that social media serves as the primary source of information; however, users exhibit little understanding of media literacy when interpreting the embedded discourse within media content on political and critical events. Nevertheless, individuals with higher education express confidence in identifying disinformation and acknowledge that fact-checking is useful for mitigating deceptive media narratives, but users rarely practice it. These findings highlight the need for a structured media literacy initiative to reduce the risks of public misguidance.

 Keywords: media literacy, media consumption, disinformation, fact-checking

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Author Biographies

Quratulain Gul, Independent Research scholar, Islamabad

Quratulain Gul holds an MS degree in Media Studies from Bahria University, Islamabad. Her academic and professional interests lie in media literacy as well as the functions and practices of journalism. She is currently working as an independent research scholar, focusing on issues related to media education and journalistic practices in contemporary society

Inam, Internatioal Islamic University Islamabad

Dr. Inam has published extensively in areas such as media sociology, peace journalism, social media effects, advertising, and public relations. His research reflects a deep engagement with both the theoretical and practical dimensions of media studies, particularly in the South Asian context. He has also served as a research supervisor for numerous MS-level students, guiding their work in diverse areas of communication and media research. Dr. Inam continues to contribute to the field through academic research, mentorship, and engagement with contemporary issues affecting the media landscape in Pakistan and beyond.

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Published

25-08-2025

How to Cite

Syed Abdul Siraj, Quratulain Gul, & Inam, S. I. U. R. (2025). Towards an Informed Society: A Critical Analysis of Media Literacy in Pakistan: A Critical Analysis of Media Literacy in Pakistan. JSSH, 33(1). Retrieved from https://ojs.aiou.edu.pk/index.php/jssh/article/view/2903

Issue

Vol. 33 No. 1 (2025):

Section

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