Media Literacy in the Age of Misinformation: A Mixed-Methods Analysis of Adult Media Literacy across Urban and Rural Areas of Pakistan

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.