MEDIA AS A CATALYST FOR WOMEN’S DIGITAL EMPOWERMENT IN PAKISTAN

Abstract

Research on women’s empowerment in Pakistan often focuses on economic and social indicators, while the emerging influence of digital media remains underexplored. Digital marketplaces and online communities are reshaping how women discover opportunities and negotiate agency in their everyday lives. This study adopts a qualitative approach to examine how digital media is shaping and accelerating women’s empowerment in Pakistan. Rather than relying solely on traditional measures, the research investigates the lived ways in which digital spaces provide visibility, expand possibilities for participation, and strengthen women's sense of agency. These dynamics hold particular significance in contexts where cultural norms and structural constraints continue to limit women’s public presence. Grounding the analysis in women’s everyday digital practices allows the study to illustrate how online platforms function not merely as tools but as gateways to greater autonomy and control over personal and professional futures. Findings indicate that digital media enables women to transition from passive consumers to active producers of knowledge and narratives. Through online platforms, women gain visibility in male-dominated spaces, build entrepreneurial networks, and challenge restrictive cultural norms.This study contributes to media and gender research by situating women’s digital empowerment within Pakistan’s socio-cultural context. It highlights the transformative potential of digital media while offering insights for policymakers, development practitioners, and educators committed to advancing gender equality and social inclusion.