AMCAP | Association of Media and Communication Academic Professionals

Media Literacy

Media literacy, the ability to critically analyze and evaluate media content, is vital in today's digital age. Thus, AMCAP establishes this section understanding the intricacies and significance of this domain.  With the technological revolution, the media industry is transformed turning out to be more interactive, quick, dynamic, and accessible.  The significance of this initiative lies in the necessity to empower individuals with the knowledge and skills to navigate the vast and often complex media landscape. The complex and ever-changing media landscape require consumers to acquire skills helpful to understand, evaluate and consume media information by asking critical questions. Such abilities lessen the possibility of manipulation and ensures citizens media engagement safely and confidently. 

The Media Literacy Section will focus on advancing research and advocacy in this domain, thereby contributing to more informed, discerning, and responsible media consumers in Pakistan. 

It aims to bridge the gap in media literacy by collaborating with educators, researchers, and policymakers to create an informed and media-literate society, aligning with AMCAP's core mission of academic excellence and responsible media practices.

Section Chair


Dr. Saima Kausar

Assistant Professor


Department of Communication and

Media Studies

University of Sargodha, Sargodha


Topics this section may include:

  • Examining how individuals can critically evaluate news, advertisements, and entertainment media.
  • Analyzing strategies to identify and combat misinformation and fake news across social and digital media platforms. 
  • Exploring how media literacy can address issues of cultural diversity and gender representation in media.
  • Investigating the role of media literacy in empowering young individuals to become responsible media consumers and creators.


We encourage all the AMCAP members to participate for our future activities/projects that are related to communication competencies to meet the new challenges and influence the emerging opportunities for innovation to bring social and behavioural change in the society.