ASSESSING THE DIGITAL DIVIDE AND ITS IMPLICATIONS IN PAKISTAN: THE ROLE OF MEDIA

Abstract

Purpose – This study investigates the digital divide in Pakistan and evaluates the role of media in shaping access to information, education, and employment opportunities. It examines the extent of digital disparities across demographic groups and explores how media platforms contribute to bridging or reinforcing these gaps.

Design/methodology/approach – A quantitative survey approach was adopted with a sample of 455 respondents from diverse backgrounds. A structured close-ended questionnaire was administered to collect data on internet access, frequency of use, reliance on media platforms, and perceptions of media’s contribution to reducing digital inequalities. Data were analyzed using descriptive statistics, including frequencies and percentages, to highlight key trends and disparities.

Findings – Results reveal that while 79.1% of respondents have internet access at home and 65.9% primarily use smartphones, significant inequalities persist in terms of affordability, infrastructure, and digital literacy. Social media emerged as the most relied-upon platform for information, while traditional media such as television continues to play a supplementary role. A majority of respondents agreed that the digital divide negatively impacts education and employment opportunities, and many expressed concerns about the insufficiency of government initiatives. The findings underscore both the potential and limitations of media in addressing digital inequalities.

Originality/value – This study contributes to the discourse on digital transformation in developing countries by providing empirical evidence of how media interacts with the digital divide in Pakistan. It highlights structural, economic, and social barriers to equitable digital participation while emphasizing the strategic role of media in fostering awareness and inclusion. The insights offered can inform policymakers, educators, and media practitioners in designing targeted interventions to reduce digital disparities and enhance inclusive digital development.