Promotional video produced by the Taliban caused global outrage and distrust and mixed the picturesque Afghan landscape with disturbing manifestations of militant power. The controversial clips that are widely shared on social media contain armed fighters who perform with the Kalashnik rifles, formations of soldiers marching in military shows, and disturbing visual effects that appear to be displayed – all set to attract tourists to Afghanistan. The video was convicted around the world, and many called it one of the most “bizarre and worrying” travel advertising ever published.
Read | Russia becomes the first nation to formally recognize the Taliban government in Afghanistan – all the details here
Minute shots represent an incredible contrast: Taliban fighters in uniform, some smiling and intervening seemingly friendly positions, built with graphic manifestations of violence and battlefield drills. Between these scenes, picturesque views of the deserts, mountains and markets – cut together with splendid transitions reminiscent of modern travel vlogs are dispersed. The result is a appalling attempt at rebrand Afghan image, although the public reaction was extremely negative.
Read | Tourists are running down to Afghanistan and the Taliban government longs to welcome them
This unusual campaign comes when Taliban continues to see the “normalized” version of their regime to the world from returning to power in August 2021. Despite their hard reputation, the group is now trying to strengthen tourism. The data reported by Business Insider shows almost 14,500 foreigners, especially from Russia, China, Turkey and parts of the Middle East, have visited Afghanistan since the takeover of the Taliban – some document their trips through the Vlogs showing ancient places and everyday life over the conflict.
However, the latest promotional efforts of the Taliban brought hard criticism online. Social media users described the clip as “scary”, “worrying” and “dark ironic”. One person wrote, “How can they promote tourism with pictures that look like war crimes?” While another remarked, “This is not a travel ad – it is a warning.”
Analysts consider the video an example of soft propaganda – attempt to transform global perception without getting rid of the militant identity of the Taliban. Dr. Ibraheem Bahiss, Afghan Affairs Specialist, said Al Jazeera in March: “Taliban is very well aware of his image, but often recalculate what attracts the outside world.”
(Tagstotranslate) Afghanistan Capital (T) The Capital of Afghanistan (T) Afghanistan National Cricket Team (T) Afghanistan T20 League (T)
