ISLAMABAD — Pakistan is facing an increasingly unfavorable portrayal across Arabic-language media platforms, where narratives sympathetic to Afghanistan’s Taliban movement have gained traction and amassed millions of views. Analysts say that while Islamabad continues to frame its messaging for Western governments and institutions, it has struggled to counter grassroots narratives shaping public opinion in the Arab world.
In recent months, Arabic social-media channels and commentary programs have circulated videos depicting the Taliban in a positive or heroic light, often emphasizing themes of resistance, piety, and independence. In contrast, Pakistan has faced a surge of criticism, with little visible counter-messaging from the Pakistani government or its media ecosystem.
A widely shared interview on Al Jazeera with Sudanese journalist Sami Al-Hajj, who spent years detained in Guantánamo Bay, further fueled negative sentiment. During the conversation, Al-Hajj briefly referenced claims that Arab detainees had been handed over to U.S. forces after being arrested in Pakistan—allegedly for as little as $500. Although the remark was not central to the interview, the clip was prominently highlighted in online thumbnails under the phrase “Pakistanis used to sell Arabs,” intensifying public outrage.
Communications analysts say the Taliban’s relative success in shaping Arabic-language discourse stems from an unexpected advantage: fluency. “Many Taliban supporters communicate directly in Arabic, allowing them to present their narrative to millions without intermediaries,” said one regional media observer. “Pakistan’s communication strategy, by contrast, is still overwhelmingly oriented toward Western institutions rather than Arab public opinion.”
The divergent approaches reveal two competing philosophies of influence—one aimed at policymakers, the other at the broader public. As a result, Islamabad now finds itself losing ground in a media space critical to its image in the Muslim world.
Despite the heated online rhetoric, some commentators have urged restraint, calling for a more strategic communications response rather than emotional backlash. “This is not about who is right or wrong,” one analyst said. “It’s about understanding how narratives spread, and why Pakistan has failed to capture the Arab audience.”
Whether Pakistan chooses to recalibrate its media strategy remains to be seen. For now, the country appears to be grappling with a regional perception problem that shows no signs of resolving itself.
