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In the last few days, TV crews from Afghanistan's Al-Emarah Studio, which produces pro-Taliban multimedia content, have been out on the streets of Kabul speaking to residents with reassuring messages about life returning to normal.
"How confident are you?" asked an interviewer with a Al-Emarah microphone in the city centre. "100%," came the reply. "Security is good, there are no thieves, we are very happy."
The message is in sharp contrast to the chaos in parts of Kabul since the Islamist militants swept in last Sunday after a lightning conquest of Afghanistan.
Thousands of people have swarmed around the airport, desperate to escape amid fears of reprisals by the insurgents and harsh Islamic law now that they are back in power.
It has presented one of the toughest tests yet for the movement's communications strategy, which has grown into a sophisticated operation in recent years and yet is struggling to calm widespread panic.
The Al-Emarah interviews were a tiny step towards trying to win back control of the message.
For the moment, Al-Emarah websites in five different languages have been difficult to access or apparently offline from Friday, for reasons which remain unclear. The clips could be seen on social media accounts, however.
On Saturday, several Taliban spokesmen took to television studios to reassure residents that the streets were safe. On the same day, Mullah Abdul Ghani Baradar, the top Taliban political leader in Afghanistan, arrived in Kabul to set up a police force.
'IT'S ALL LIES'
Getting their message across has proved harder since the Taliban conquered Afghanistan than it was when they were fighting an insurgency against foreign and U.S.-backed local armed forces.
Over the years, it has often been a step ahead of the government, getting its message out with a mix of multi-lingual social media accounts, videos, photos and responsive, well-prepared spokesmen equipped with ready answers to reporters' questions.
While Facebook and YouTube have banned the group https://www.reuters.com/technology/facebook-says-it-would-not-automatically-allow-taliban-if-us-changed-designation-2021-08-18, it has an active presence on Twitter and dozens of social media accounts either directly linked to the movement or which stick close to its message have sprung up.
Many Afghans have treated those messages with disdain. The group has been blamed for thousands of civilian deaths in gun attacks and suicide bombings over the last 20 years, deaths it said were justified in its war against invaders.
And with growing turmoil in Kabul and some other cities, the movement can no longer fall back on accusations of abuse and wrongdoing by the Kabul government and its international allies.
The Taliban have tried to reassure both Afghans and the international community that they will respect people's rights and their forces will not exact revenge on members of the government and security forces.