Insights into Media and Communication in Afghanistan

The collection of articles titled “Insights into Media and Communication in Afghanistan” represents a significant component of this research program. This collection presents the key findings of the center’s research, as well as other prominent studies in the fields of media, communication, and the public sphere of Afghanistan and its global diaspora.

THE STRUCTURE AND FUNCTION OF AFGHANISTAN’S ONLINE PUBLIC SPHERE

Abumoslem Khorasani and Mariam Meetra

This study seeks to conceptualize the structure and dynamics of Afghanistan’s online public sphere, focusing on the social media platforms Twitter-X, Facebook, and Instagram. In light of technological advances, the proliferation of social media, the widespread migration of political and social elites, the strict regulations of the Taliban regime, and the expansion of media channels, Afghanistan’s traditional public sphere has undergone profound changes. Today, the online public sphere can be considered a relatively new phenomenon, characterized by novel structures, actors, and forms of content. Nevertheless, a systematic academic formulation of this sphere has yet to be articulated. Accordingly, this article argues that Afghanistan’s online public sphere is characterized by new actors, increased participation, diverse content and formats, and, most importantly, a transnational orientation. It has evolved within online environments and social media platforms where marginalized individuals and groups have gained the capacity to engage and contribute to content production actively. To investigate these characteristics, this study used the content analysis method.
The results of this study indicate that Twitter-X, Facebook, and Instagram are critical platforms contributing to the formation of Afghanistan’s online public sphere. An analysis of the content produced by nine influential individual users – collectively followed by approximately 1.5 million people – reveals the publication of nearly 60,000 posts within the online public sphere. Prominent themes in this discourse include political activism, the Taliban, ethnic identity, women’s rights, entertainment, taboo-breaking, and reactions to global events. However, each platform has a distinct thematic orientation: Twitter-X functions primarily as a site for political engagement and activism, while Instagram functions mainly as a medium for entertainment and self-expression. These findings also suggest that platforms indirectly influence both the nature of content production and audience engagement. Facebook, meanwhile, emerges as a hybrid space that combines characteristics of both Twitter-X and Instagram, with users frequently posting longer, more detailed comments and reflections.

The Persian version of this article is accessible here.

COMMUNICATION AND PUBLIC SPHERE IN FRAGILE STATES: A TRANSFOMATIVE RESEARCH PROGRAM USING THE EXAMPLE OF AFGHANISTAN

Dr Kefa Hamidi (With input from Dr Hazrat Bahar)

The programmatic paper presents an innovative programme at Leipzig University that integrates six exiled scholars from Afghanistan into research, teaching and transfer. The programme focuses on investigating the Afghan media system and public communication spaces in fragile states. The programme is based at the Centre for Development Communication (EC4SC) and pursues participatory and transformative research approaches. It combines theoretical reflections on “cosmopolitan communication studies” with practical promotion of epistemic diversity and transcultural perspectives. The aim is not only to generate knowledge about Afghanistan, but also to contribute to the internationalisation and diversification of communication studies in Germany. The programme is characterised by a close connection between research, teaching, participatory science communication and public dialogue. It represents a model case for the integration of academics from the Global South into the German academic landscape and advocates the sustainable structural promotion of global perspectives in communication research.

Find the full article here.

EXILED, DIGITALIZED, AND GLOBAL: THE COMMUNICATIVE AND MEDIA PUBLIC SPHERE OF AFGHANISTAN

Kefajat Hamidi

This study examines the evolving public sphere in Afghanistan, which has been profoundly shaped by the processes of mediatisation, transnationalisation, platformisation and segmentation. The research focuses on both traditional actors (classical media) and emerging communicators (digital activists) who are influencing and redefining this space. The study highlights the dynamic interaction between Afghanistan and its global diaspora, analysing how exiled media actors use digital platforms to sustain public discourse on Afghanistan. Following the Taliban’s return to power in 2021, Afghanistan’s media structures have undergone significant changes. Traditional media outlets face severe restrictions, while exiled journalists and media actors have turned to online platforms to maintain an independent public sphere. This paper explores how digital networks facilitate new forms of transnational public engagement, creating a hybrid space where voices from inside Afghanistan and the diaspora intersect. Through an exploratory approach, this study maps communication structures that bridge the old and the new, and reveals how media actors in exile are adapting to new challenges. It critiques previous research that has focused primarily on journalism and press freedom, overlooking the complex interplay between traditional and new media. By examining how digitisation and migration are reshaping the public sphere in Afghanistan, this research contributes to a more nuanced understanding of communication processes in fragile states and transnational contexts.

This study is written in Persian. A shorter English version is planned for the near future.

Find the full article here.

HOW DO THE TALIBAN USE SOCIAL MEDIA TO PROMOTE ITS AGENDA AND INFLUENCE PUBLIC OPINION IN AFGHANISTAN?

Felicitas Mettner

This study examines how the Taliban utilize social media to promote their agenda and shape public opinion in Afghanistan. While traditionally opposed to modern media, the Taliban have adapted to digital platforms such as Twitter, Facebook, YouTube, and encrypted messaging apps, using them for propaganda, recruitment, and strategic messaging.

Findings indicate that the Taliban effectively exploit social media’s decentralized nature to spread war-related information, misinformation, and ideological narratives. Their messaging varies based on target audiences—using religious and nationalist rhetoric for local supporters, while crafting a moderate image for international legitimacy. Despite their success in digital communication, their strategy remains uncoordinated, presenting both strengths and limitations. This paper was written as part of a seminar at Leipzig University, where the three best contributions were selected and published.

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DEEP INTERNALIZATION- MEDIA AND PUBLIC SPHERESIN FRAGILE STATES: THE CASE OF AFGHANISTAN

Henriette Unbehaun

This study examines the propaganda strategies employed by the Taliban, particularly before and after their takeover of Afghanistan in 2021. By analyzing narratives, media channels, and target audiences, the research explores how the Taliban have evolved from a movement restricting media access to one that actively leverages traditional and digital platforms to spread its ideology.

Findings indicate that the Taliban strategically adapt their messaging to different audiences—using religious and nationalist rhetoric for local populations, while crafting a more moderate image for international legitimacy. Their media presence spans traditional tools (leaflets, night letters, and radio) as well as modern digital platforms (social media, websites, and multilingual publications).

Despite their advancements in communication tactics, inconsistencies in messaging, internal power struggles, and credibility gaps undermine their efforts. This study highlights the role of propaganda in shaping public opinion in authoritarian regimes, emphasizing the need for further research into its long-term societal effects and counterstrategies for mitigating its influence. This paper was written as part of a seminar at Leipzig University, where the three best contributions were selected and published.

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MYREDLINE – SOCIAL MEDIA CAMPAIGNS IN FRAGILE STATES

Emma Segebrecht & Helena Ahlgrimm

Social media campaigns play a crucial role in public discourse and mobilization in fragile states. This study examines MyRedLine (MRL), a 2019 Afghan social media campaign that allowed citizens to voice their concerns about Taliban peace talks. Through video testimonials shared online, the campaign generated 20 million impressions, fostering dialogue and international awareness.

While MRL successfully amplified Afghan voices, its political impact remained uncertain, particularly after the Taliban’s return to power in 2021. Limited internet access and security risks also restricted participation. Despite these challenges, the study highlights the potential of social media in fragile states, emphasizing the need for safer, more inclusive, and sustainable digital activism in conflict-affected regions. This paper was written as part of a seminar at Leipzig University, where the three best contributions were selected and published

Find the full article here.

Taliban Lobbyists on Twitter-X: Structures, Actors, and Content

Abumoslem Khorasani

This study examines the Twitter-X accounts of individuals accused of lobbying for the Taliban, addressing how these individuals engage on the platform. The findings reveal that individuals accused of lobbying for the Taliban, with less than one million followers, 12,000 followings, and 120,000 tweets, have created a media structure on Twitter-X. These accounts use virtual spaces as a form of social capital to promote the interests of the Taliban and conduct lobbying activities on the group’s behalf. The actors within the media structures of the Taliban’s online lobbyists emerge from four distinct public spheres: the “Taliban Public Sphere,” the “Afghanistan Public Sphere,” the “Diaspora Public Sphere,” and the “Global Public Sphere.” In this context, these lobbyists act as intermediaries between the four spheres, facilitating part of the Taliban’s communication with the world.

Content-wise, the Taliban’s online lobbyists carry out the lobbying process using three concepts and nine methods. These include the legitimization of the Taliban, active engagement in political discourse, and the construction of narratives that serve to portray the group in a favorable light. The strategic application of visual imagery, particularly through the publication of photographs of Taliban leaders, the emphasis on positive reports, and the reframing of the Taliban’s nature, constitutes a form of “whitewashing.”
Finally, the representation of the group’s interests manifests in several forms: opposing critics of the Taliban, offering counsel to the group, resisting military campaigns, and promoting the narrative of “ending the war.” Despite the semi-structured, highly decentralized, and fragmented nature of the Taliban’s online lobbyists on Twitter-X, their efforts are nonetheless effective in achieving their objectives.

The Persian version of this article is accessible here.