Swipe, Watch, Believe? Gen Z News Consumption Trends in Pakistan and the Strategic Role of Libraries in Promoting Digital Media Literacy

Abstract

With the age of algorithmic media, social sites like TikTok, Instagram, and YouTube have emerged as top sources of news among Generation Z (Gen Z) in Pakistan—a country where 64% of the population is below the age of 30 and smartphone penetration is growing at a high rate. Young people are increasingly using visual, influencer-based content as a source of information. While these sites provide unparalleled exposure to widely divergent perspectives, they also spread misinformation, of which many young users are not equipped to critically assess. This research explores how Pakistani Gen Z engages with digital news on TikTok, Instagram, and YouTube, and how libraries can improve digital media literacy and fight misinformation. A qualitative exploratory design was used, consisting of semistructured interviews with 20 Gen Z users and 06 library professionals, plus informal observation of digital news interactions. Results confirm that TikTok and YouTube are the leading news consumption habits, with visual narrative, influencer believability, and trending hashtags being the determinants of engagement. Verification practices were minimal, and the libraries highlighted important gaps in their digital outreach efforts, although they indicated a willingness to respond. The research suggests library-based strategic interventions, such as social-media-driven literacy campaigns, educational collaborations, and reward-based programs, to enhance their role as champions of digital literacy. The results contribute to international debate on algorithmic news consumption and provide context-specific avenues for the development of well informed citizenship in developing countries.