By Prof Dr Taimoor ul Hassan
When the Taliban swept into Kabul in August 2021 following the chaotic withdrawal of US and NATO forces, the world braced for a brutal rewind to the 1990s. What followed, however, was not immediate repression but something far more strategic: a carefully orchestrated public relations campaign.
The Taliban, long known for their reclusive and rigid stance, were suddenly holding press conferences, granting interviews, and tweeting in multiple languages. Western and regional media began speculating: had the Taliban changed? Was this the birth of Taliban 2.0? Or was this merely a clever rebranding effort designed to placate global outrage and lure international recognition?
Now, nearly four years into their rule, the fog has cleared. While the Taliban have learned the mechanics of global media, they remain deeply entrenched in the same ideology that isolated them in their previous reign. The shiny packaging is new; the contents remain unchanged. Their media strategy reflects an understanding of the modern information ecosystem but not a genuine evolution in values or governance.
In their first press engagements after reclaiming power, Taliban leaders promised general amnesty, women’s rights “within Islamic framework,” and a free media. Their spokesperson assured the world that Afghanistan would not become a haven for terrorism. The narrative was tightly controlled. The image: composed, pragmatic, almost modern. Their messaging appeared better coordinated than that of many elected governments. Foreign journalists were cautiously allowed in. Taliban-run Twitter accounts issued statements in English. Their goal was clear—to project moderation and stability.
But beneath the surface, a different Afghanistan was unfolding. Girls were soon banned from secondary schools and universities. Women were pushed out of most public sector jobs and instructed to stay home unless necessary. Dress codes became mandatory. Public floggings and executions returned, some televised to reinforce fear. Independent Afghan media, which had seen a dramatic rise during the previous two decades, came under siege. Numerous outlets were shut down; journalists were detained, threatened, or forced into exile. What the Taliban said to the world did not match what Afghans were experiencing.
“As of mid-2025, Afghanistan remains under a regime that has mastered the art of appearing reasonable while remaining fundamentally unchanged”
The contradiction between projection and practice has grown sharper over time. The Taliban may now understand how to deliver a press briefing, but their commitment to pluralism, rights, and open governance remains nonexistent. The real lesson they seem to have absorbed is that optics matter. If you appear reasonable, the world may look away. And for a time, it did.
In the initial months, some regional actors cautiously welcomed the new regime. Pakistan, long accused of backing the Taliban, offered diplomatic support and urged the world to engage with Kabul. China and Russia signaled pragmatic interest, primarily focused on security and mineral wealth. Qatar, which had hosted the Taliban political office, tried to mediate their global reintegration. But none of this translated into formal recognition. The Taliban’s treatment of women, minorities, and dissidents proved too glaring to ignore.
Interestingly, the Taliban found better reception in certain Muslim media narratives. Outlets like Al Jazeera gave substantial airtime to Taliban leaders. Some Pakistani anchors framed the takeover as a defeat of imperialism rather than a return to theocratic authoritarianism. But over time, even these voices grew cautious. The gap between the Taliban’s messaging and its actions was simply too wide.
Within Afghanistan, the regime has treated media as both a threat and a tool. Their strategy has been to choke critical journalism while amplifying state-sanctioned narratives. Government-controlled channels present images of order and development, often recycling footage of infrastructure projects, humanitarian aid, or Quranic teachings. The image is of a serene, pious, and disciplined society. Meanwhile, dissenting voices are methodically silenced.
Afghan women journalists have been hit the hardest. Many have fled; those who remain face impossible restrictions. Interviews require permission. Reporting on protests is criminalised. Social media, once a lifeline for young Afghans, is increasingly monitored. The Taliban understand the power of narrative but not the ethics of storytelling.
Global audiences, too, have grown more skeptical. By late 2023, international media outlets began openly questioning whether the world had been duped. The headlines changed. Terms like “rebranded authoritarianism” and “media mirage” replaced earlier optimism. NGOs and human rights groups published extensive documentation of abuses, challenging any notion of reform.
The Taliban’s approach to image management is not unique. Authoritarian regimes throughout history have used controlled media to project strength and benevolence. What sets the Taliban apart is the speed and sophistication with which they adopted these tools after years in the shadows. This is not the Taliban of cave recordings and cassette sermons. This is a regime that tweets, stages briefings, and understands the value of perception—without embracing the values behind it.
Yet, image crafting has its limits. No amount of media gloss can mask structural repression. While the Taliban may continue to engage foreign correspondents and issue calming statements, their legitimacy remains hollow. Recognition is not earned through rhetoric but through responsibility—something the Taliban have yet to demonstrate.
As of mid-2025, Afghanistan remains under a regime that has mastered the art of appearing reasonable while remaining fundamentally unchanged. Its leaders speak the language of diplomacy but govern through fear and exclusion. Their PR tactics may have momentarily seduced the world, but time has exposed the mirage.
The Taliban have learned the importance of narrative, but not of truth. Their media strategy may delay global condemnation or sway select allies. Still, it cannot hide the lived reality of millions of Afghans, particularly women, minorities, and the brave journalists who still dare to speak. The mirage may shimmer, but it cannot last.
Disclaimer:
The views and opinions expressed in this article/Opinion/Comment are those of the author and do not necessarily reflect the official policy or position of the DND Thought Center and Dispatch News Desk (DND). Assumptions made within the analysis are not reflective of the position of the DND Thought Center and Dispatch News Desk.
