Media Literacy in the Age of Misinformation: A Mixed-Methods Analysis of Adult Media Literacy across Urban and Rural Areas of Pakistan
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the state of media literacy among adults in Pakistan in the context of rising misinformation, political polarization, and digital inequality.Employing a mixed-methods sequential explanatory design, the research combines survey data from 500 participants across four provinces with 30 in-depth interviews to explore how socio-demographic factors, such as education, age, gender, and digital access, influence media literacy.Quantitative results reveal that only 41 % of respondents can identify biased news, 18 % have engaged in content creation, and 33 % understand privacy settings on social media.Urban respondents performed significantly better than rural ones, with education level positively correlating with media literacy (r = 0.62, p < 0.01) and age negatively associated with digital skills (r = -0.54,p < 0.05).Thematic analysis of qualitative data highlights distrust in mainstream media, generational gaps in media use, and socio-cultural barriers, particularly affecting women in rural areas.These findings underscore the urgent need for inclusive and context-sensitive media literacy initiatives in Pakistan.The study contributes to global discourses on digital inclusion and supports Sustainable Development Goal 4 on equitable access to quality education.
Language: English
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: bronze
OpenAlex ID: W4411608116