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