Al Mirsad Playbook: Afghanistan's Media Strategy Against Pakistan

In the world of geopolitics, words are more than just communication—they’re weapons. A recent flurry of articles from Al Mirsad, an Afghan media outlet closely linked to the General Directorate of Intelligence (GDI), demonstrates how propaganda is systematically used to shape narratives and fuel conflict. In this case, Pakistan has been thrust into the spotlight as the scapegoat for Afghanistan’s internal issues. But this is not a new phenomenon. What stands out now is how this narrative mirrors the media strategies historically employed by groups like Al-Qaeda, ISIS-Khorasan (ISKP), and Tehrik-i-Taliban Pakistan (TTP), who have long leveraged media to manipulate public perception and further their violent agendas.

A Provocative Narrative

The language of Al Mirsad is unmistakably inflammatory. Recent articles describe Pakistan’s military as “cowardly” and “treacherous,” accusing it of targeting Afghan civilians—especially women and children—while painting Afghanistan’s leadership as benevolent and compassionate. This kind of narrative is not accidental. This campaign of media manipulation comes on the heels of a statement by Afghanistan’s Ministry of Defense, which escalated the rhetoric even further.

In it, the Afghan government accused Pakistan’s military of supporting “evil elements” and dismissed the internationally recognized Pak-Afghan border as a “fictitious line.” This move follows a high-level meeting in Kandahar, where Afghanistan’s Supreme Leader Mullah Haibatullah Akhundzada suggested deploying Afghan forces along the border. His Defense Minister, Mullah Yaqoob, went even further, proposing the use of terrorist groups like the TTP and the Baloch Liberation Army (BLA) to target Pakistan.

This shift in tone is significant. Intelligence reports indicate that the TTP held a meeting in Kabul to plan retaliatory strikes on key Pakistani targets—ranging from military bases to schools and economic hubs in cities like Dera Ismail Khan and Peshawar. This reveals a growing alignment between the Afghan Taliban and terrorist groups operating against Pakistan. It also highlights the extent to which Afghanistan’s leadership is leveraging these groups to pursue its own geopolitical objectives. Here, Al Mirsad plays an important role in framing these developments, presenting Afghanistan as the victim and Pakistan as the aggressor.

It has a long history of portraying Pakistan as a supporter of ISKP, claiming that Pakistan’s military targets TTP hideouts in Afghanistan in retaliation for Islamabad’s concerns over the group’s growing influence. This narrative conveniently aligns with Afghan propaganda, portraying Pakistan as destabilizing Afghanistan by fostering terrorist elements.

Also See: Selective Accountability: The TTP and its Refugee Reality

***Al Mirsad*’s History of Anti-Pakistan Propaganda**

The role of Al Mirsad in spreading this narrative is far from isolated. This is not the first time that Al Mirsad has engaged in this kind of narrative-building. In fact, the outlet has a long history of framing Pakistan as the villain, often accusing it of supporting ISKP simply because Pakistan presses Afghanistan to neutralize the TTP operating within its borders. Interestingly, this line of argument has also been picked up and amplified by some media outlets in India, adding another layer to this regional media war.

In this case, Al Mirsad appears to be deliberately painting Pakistan as the villain in a way that benefits Afghanistan’s leadership. Just as extremist groups use the media to portray themselves as victims or heroes, Al Mirsad aims to cast Afghanistan’s actions as righteous, using Pakistan’s military actions defending the country’s soveregnity as proof of its “evil intentions.”

The Ministry of Defense and a Shift in Rhetoric

These tensions came to a head with recent statements from Afghanistan’s Ministry of Defense, which accused Pakistan’s military of supporting groups labeled as “evil elements.” This rhetoric has been used to justify Afghanistan’s backing of terrorist groups like the TTP and the Baloch Liberation Army (BLA), who are regularly blamed for destabilizing Pakistan. Afghanistan’s Defense Minister, Mullah Yaqoob, has even suggested using unconventional tactics, including collaboration with terrorist groups, to target Pakistan—a shocking admission of the growing military and ideological alignment between Afghanistan’s Taliban regime and these terrorist factions.

In addition to these public statements, intelligence reports indicate that the TTP has met in Kabul to plan retaliatory strikes against critical Pakistani infrastructure, including military targets and schools in regions like Dera Ismail Khan, Bannu, and Peshawar. This troubling alliance between the Afghan Taliban and terorist groups on Pakistani soil threatens to destabilize not only Pakistan but the entire region.

Historical Figures and Territorial Ambitions

Perhaps one of the most provocative aspects of Al Mirsad’s rhetoric is its use of historical figures like Ahmad Shah Abdali and Mahmud of Ghazni—figures revered in both Pakistan and Afghanistan. In Al Mirsad’s portrayal, these figures represent a divine right to Afghan territorial claims, subtly implying that Afghanistan’s leaders view themselves as the legitimate heirs to these historical figures. This appeal to nationalism is not subtle; it insinuates that Afghanistan has a historical claim over territories that may be perceived as irredentist, a point that could further exacerbate tensions with Pakistan. The implication is clear: Afghanistan is not merely defending its borders but is also laying claim to larger territories—a message that could be seen as a challenge to Pakistan’s sovereignty.

This is a clear example of how Al Mirsad is using historical and emotional narratives to serve its political agenda. The outlet’s strategic use of revered historical figures—figures who are equally celebrated in Pakistan’s history—highlights the potential for further escalation in the conflict. It is an attempt to spark nationalist sentiment within Afghanistan and rally support for the Taliban’s leadership. At the same time, it casts Pakistan as an aggressor and seeks to create a sense of urgency around the issue of Afghan sovereignty.

The Tensions on the Ground

The escalation of rhetoric has played out on the ground as well. Just recently, Afghan forces fired unprovoked shots across the Kurram border, prompting a retaliatory strike from Pakistan’s military. The clash, which resulted in the deaths of five Taliban fighters, underscores the fragile security situation along the border. The incident highlights the volatile nature of Pakistan-Afghanistan relations, which have been strained by these increasing provocations.

As these tensions continue to grow, it’s clear that the broader issue is not just about isolated skirmishes or political statements—it’s about a deliberate media campaign to frame the conflict in terms that serve Afghanistan’s political agenda. Al Mirsad’s coverage, when viewed alongside the Afghan Ministry’s inflammatory rhetoric, is part of a coordinated effort to shift the narrative, making Pakistan the villain while positioning Afghanistan’s leadership as the aggrieved party.

The Need for Strategic Diplomacy

The escalation of rhetoric and the alignment between Afghanistan’s Taliban leadership and terrorist groups like the TTP should raise serious concerns about regional security. Al Mirsad’s role in this media war is a reminder that words, especially when used strategically, can have profound impacts on international relations. Just as Al-Qaeda, ISKP, and TTP have used media to advance their causes, so too is Al Mirsad engaging in a campaign to paint Pakistan as the aggressor. This media manipulation, coupled with the Afghan Ministry’s provocative statements, only serves to deepen the mistrust and animosity between the two nations.

For Pakistan, the stakes couldn’t be higher. The need of the hour is a sharp, dual-pronged approach—combining military readiness with robust diplomatic engagement. Islamabad must rally its global missions to expose the TTP’s destabilizing agenda while stepping up its strategic communications to counter false narratives.

In today’s media-driven battlefield, storytelling is as vital as winning the fight. Losing the narrative risks more than reputation—it jeopardizes critical international alliances. By owning its story and presenting the facts, Pakistan can turn the tide of propaganda, underscoring that regional stability is a shared responsibility.

In the end, while Afghanistan’s leadership plays a dangerous game with rhetoric and alliances, Pakistan’s response must be firm, calculated, and future-focused. The key lies in not just reacting to provocations but in shaping the discourse, reminding the world that security, like diplomacy, is built on actions—and the words that define them.

SAT Commentaries’ are social media threads by various authors, reproduced here for website use. Views are their own.

SAT Commentary

SAT Commentaries, a collection of insightful social media threads on current events and social issues, featuring diverse perspectives from various authors.

South Asia Times

Al Mirsad Playbook: Afghanistan’s Media Strategy Against Pakistan