Taliban’s Communication on Afghan Women: Narratives and Image Repair Strategies After the Kabul Takeover

Abstract

This chapter aims to gain a deeper understanding of the phenomenon of an ultraconservative group’s crisis communication. It delves into the communication strategies and narratives of the Taliban as they interact with the international media, particularly in relation to the women residing in Afghanistan. A qualitative content analysis of the Taliban’s initial press conference, subsequent interviews and statements on the women in Afghanistan after the Kabul takeover in August 2021 was conducted to understand how the group constructed its narrative on women. The findings suggest that the Taliban adopt a coherent communication strategy. Overall, the group seems to construct a positive image of free women in Afghanistan under their governance by representing image repair strategies of denying disadvantages and positioning themselves as supportive of women’s rights, embedded in hero narratives. Through an analysis of the data employed in this research, it transpired that the Taliban lay a special emphasis on a promising future for their home country through the implementation of the principles of human rights, with a special focus on their commitment to women’s rights and the respect they accord to women. With regard to the imposition of restrictions on Afghan women, the group can be seen to adopt an image repair strategy, employed by evading responsibility, coupled with a narrative of blaming foreign forces.

Citation

Gabel, J.J. (2024), "Taliban’s Communication on Afghan Women: Narratives and Image Repair Strategies After the Kabul Takeover", Einwiller, S., Seiffert-Brockmann, J., Romenti, S. and Valentini, C. (Ed.) Communication in Uncertain Times (Advances in Public Relations and Communication Management, Vol. 7), Emerald Publishing Limited, Leeds, pp. 93-108. https://doi.org/10.1108/S2398-391420240000007007