Crisis Communication and Media Narratives: A Study of Dynamic

Crisis Management in the U.S. Troop Withdrawal from Afghanistan

Yihan Ma

College of Liberal Arts, Shanghai University, Shanghai, China

Keywords: Crisis Communication, Public Crisis Management, Media Narratives Analysis.

Abstract: The withdrawal of U.S. troops from Afghanistan in August 2021 sparked a global crisis of public perception,

as chaotic evacuation scenes from Hamid Karzai International Airport were widely disseminated through

international media, leading to intense criticism of U.S. crisis management. This study examines the public

relations strategies adopted by the U.S. government in response to the crisis, focusing on media narratives

and their role in shaping international discourse. By analyzing traditional and social media coverage, this

research explores how different media platforms influenced public opinion and framed the withdrawal as

either a strategic necessity or a policy failure. The study further develops a dynamic crisis communication

framework, emphasizing the interaction between traditional media’s structured narratives and social media’s

rapid information dissemination. Findings suggest that while traditional media provided in-depth analysis,

social media amplified emotional reactions and real-time criticism, complicating crisis control efforts. This

research contributes to the broader understanding of crisis communication in international relations, offering

insights into how governments can better navigate high-profile crises in the digital age.

1 INTRODUCTION

On August 16, 2021, videos depicting the chaotic

withdrawal of U.S. troops from Hamid Karzai

International Airport in Kabul, Afghanistan, were

widely disseminated across global online media.

Among them, one particularly shocking video

captured thousands of Afghans flooding the airport,

with crowds surging onto the runway in a desperate

attempt to board departing planes. As a U.S. C-17

transport aircraft was forced to take off, several

Afghan civilians clung to the landing gear in a futile

attempt to flee, ultimately falling from great heights

to their deaths. Media reports indicate that between

August 15 and 26, at least 200 people lost their lives

due to the turmoil and violent attacks in and around

the airport. The harrowing scenes quickly became a

focal point of international discourse, triggering

widespread criticism of the U.S. administration’s

handling of the withdrawal. Analysts widely

attributed the chaos at the airport to a lack of planning

and organizational oversight in the evacuation

process, underscoring the significant shortcomings in

crisis management. The tragic events not only elicited

global sympathy for the Afghan people but also

prompted a broader reflection on the abrupt and

disorderly nature of the U.S. military’s departure.

The withdrawal from Afghanistan represents not

only a pivotal moment in U.S. foreign policy but also

a critical case of public opinion crisis with global

ramifications. This is not the first instance in U.S.

history where such events have occurred; the chaotic

scenes at Kabul airport drew immediate parallels to

the infamous “Saigon moment” of 1975, when the fall

of Saigon marked the end of the Vietnam War. In both

cases, the United States' national image and

international reputation suffered severe short-term

damage. However, the key question remains: how

does a government respond to an image crisis of this

scale, and what strategies can be employed to

reconstruct its standing in the international

community? Were the U.S. government’s crisis

communication efforts effective in mitigating

reputational damage? What limitations emerged in

managing the rapidly evolving international public

discourse?

A particularly noteworthy aspect of this crisis is

the role of social media in amplifying its impact.

Unlike traditional media, social media platforms

facilitated the instantaneous global dissemination of

live footage, magnifying the crisis through viral

circulation and networked interactions. This

Ma, Y.

Crisis Communication and Media Narratives: A Study of Dynamic Crisis Management in the U.S. Troop Withdrawal from Afghanistan.

DOI: 10.5220/0013999500004912

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st International Conference on Innovative Education and Social Development (IESD 2025), pages 467-472

ISBN: 978-989-758-779-5

467

unprecedented mode of communication has reshaped

the structure of international public opinion and

profoundly influenced public perceptions of the

event. As a result, the interplay between traditional

media and social media in shaping narratives

surrounding the withdrawal warrants closer

examination. How does social media influence public

opinion through its dissemination mechanisms? Does

traditional media still hold a dominant role in guiding

international discourse? What are the similarities and

differences in their narrative logic and influence

strategies? These questions not only bear significant

practical relevance but also contribute new academic

insights into the study of crisis communication and

international public opinion dynamics.

Using the U.S. troop withdrawal from

Afghanistan as its focal point, this study employs

process tracing to analyze the event’s evolution, the

crisis public relations strategies adopted, and their

effectiveness. It further explores the role of media

narratives in shaping public perception and

international discourse. By conducting this analysis,

the study seeks to illuminate the interaction

mechanisms between traditional and social media in

the communication of major international events,

offering interdisciplinary theoretical contributions to

the fields of crisis public relations and global public

opinion research. Beyond examining the successes

and failures of crisis response in this specific case,

this study also aims to provide valuable insights for

future strategies in managing international public

opinion crises.

2 LITERATURE REVIEW

In recent years, crisis communication and media

narratives have become pivotal areas of study within

international communication and public relations.

Benoit’s (1995) Image Repair Theory offers a

foundational framework for analyzing how

individuals and organizations endeavor to restore

their reputations following crises. This theory has

been extensively applied in examining corporate and

governmental crisis management strategies (Ulmer et

al., 2014). Similarly, Coombs' (2007) Situational

Crisis Communication Theory (SCCT) has gained

prominence in analyzing diverse crisis

communication strategies across complex

international events (Coombs, 2007; Frandsen &

Johansen, 2010). These theoretical perspectives are

instrumental in evaluating the U.S. government’s

crisis response and its effectiveness in managing the

reputational damage associated with the Afghanistan

withdrawal.

Crisis events significantly impact national image

and international public opinion, with crisis

communication strategies and media narratives

playing crucial roles in shaping public perception and

rebuilding international credibility. The increasing

globalization and digitalization of information

dissemination have further amplified the complexity

and dynamism of crisis communication (Liu et al.,

2011). Media serve as key intermediaries in

transmitting and providing feedback on crisis-related

information, exerting substantial influence over

public discourse and collective attitudes. Entman’s

(1993) Framing Theory underscores how media

outlets selectively present issues, employing specific

narrative structures and affective cues to shape public

understanding of events (Entman, 1993).

The rapid proliferation of social media has

prompted scholars to explore the evolving roles of

traditional and social media in crisis communication

(Veil et al., 2011). Traditional media, known for their

in-depth analysis and authoritative reporting, have

historically played a dominant role in guiding public

opinion during crises (Sellnow & Seeger, 2013). In

contrast, social media facilitate instantaneous

information dissemination and interactive

engagement among diverse user groups, thereby

expanding the reach of crisis-related narratives and

creating a more complex public opinion landscape

(Jin et al., 2012). Despite this growing body of

research, the interplay between traditional and social

media in shaping international public discourse

remains underexplored. Notably, there is a scarcity of

systematic studies comparing the narrative

frameworks and interaction mechanisms of these two

media forms in crisis communication (Chouliaraki,

2006).

Another critical aspect of crisis public relations

research is political image repair, which examines

how governments and political entities rebuild their

reputations following crises (Benoit, 1995; Ulmer et

al., 2014). Existing studies have analyzed post-crisis

image restoration strategies, focusing on public

relations campaigns, media collaborations, and

diplomatic efforts aimed at restoring international

credibility (Frandsen & Johansen, 2010). For

instance, Chouliaraki (2006) examined the role of

media narratives in shaping public perceptions during

crises, highlighting the importance of storytelling in

image repair. Similarly, historical case studies of

political crises offer valuable insights for

understanding the U.S. withdrawal from Afghanistan.

However, unlike previous crises, the Afghanistan

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withdrawal was characterized by the unprecedented

influence of social media, which played a crucial role

in shaping public discourse and amplifying the crisis

on a global scale (Liu et al., 2011). This shift

necessitates a reevaluation of traditional crisis

communication theories, as they may no longer fully

capture the evolving mechanisms of public opinion

formation and image repair in the digital era (Veil et

al., 2011).

In summary, a systematic examination of crisis

public relations strategies and media narratives offers

a deeper understanding of the complex mechanisms

underlying crisis communication (Sellnow & Seeger,

2013). Future research should further explore the

interplay between traditional and social media in

shaping public perception, while also identifying the

synergies and limitations of multi-platform

communication strategies (Jin et al., 2012). Such

inquiries will provide both theoretical advancements

and practical insights for enhancing dynamic crisis

response mechanisms in an era of rapidly evolving

media landscapes (Ulmer et al., 2014).

3 CRISIS COMMUNICATION

AND PUBLIC PERCEPTION:

THE U.S. WITHDRAWAL FROM

AFGHANISTAN

In April 2021, U.S. President Joe Biden announced

that his administration would adhere to the

withdrawal agreement negotiated by the previous

government, ensuring a complete military exit from

Afghanistan by September 11, 2021. Biden pledged

that the process would be conducted in a safe,

deliberate, and coordinated manner, reinforcing

confidence in the military’s capacity to manage the

transition smoothly. In response to skepticism and

public concern, U.S. officials justified the withdrawal

as a necessary move to safeguard national interests,

while reiterating their preparedness to counter any

potential security threats.

However, in August 2021, the withdrawal took a

drastic and chaotic turn, igniting a global media

firestorm. On August 15, as the Taliban swiftly

reclaimed Kabul, thousands of desperate Afghans

rushed to Hamid Karzai International Airport in a

frantic attempt to flee. The crisis reached a critical

point when distressing footage of civilians clinging to

a departing U.S. C-17 transport plane—some falling

to their deaths—circulated widely, intensifying

public outrage and raising concerns over the lack of

U.S. preparedness and humanitarian oversight.

International media amplified criticisms of the U.S.

government’s failure to ensure a safe and organized

evacuation, highlighting its strategic miscalculations

and operational shortcomings.

Under mounting pressure, President Biden

addressed the crisis, defending the withdrawal

decision while acknowledging the unforeseen

operational challenges. To counter escalating

international criticism, the administration launched

diplomatic efforts to reassure allies and justify the

withdrawal as part of a broader strategic shift.

Meanwhile, White House press secretaries and

government media representatives emphasized U.S.

assistance efforts during the evacuation, attempting to

reframe the withdrawal as an effort to uphold global

stability rather than a leadership failure.

The crisis further escalated on August 26, when a

suicide bombing at the airport resulted in numerous

casualties, including U.S. service members and

Afghan civilians. This tragedy forced a shift in the

government’s crisis communication strategy,

prompting the Biden administration to adopt a more

conciliatory tone. The President offered explicit

condolences, acknowledged failures in the evacuation

process, and admitted that insufficient support had

been provided to vulnerable Afghans. The

administration initiated an internal review of the

withdrawal’s execution and proposed corrective

measures. However, these responses had limited

success in quelling public dissatisfaction or restoring

confidence in U.S. crisis management.

By August 30, the final U.S. troops departed

Afghanistan, officially marking the end of the

withdrawal. As immediate media attention faded,

public discourse shifted from crisis management to

historical evaluation, sparking debates over the

legacy of the U.S. military presence in Afghanistan.

The Biden administration redirected its focus toward

restoring the nation’s international image,

emphasizing post-withdrawal humanitarian aid for

Afghan refugees and continued commitments to

global security. Domestically, political narratives

reframed the withdrawal as a necessary strategic

decision, positioning it within the broader context of

ending prolonged military engagements.

Despite these efforts, the long-term reputational

impact of the withdrawal remains uncertain. While

some media discussions acknowledge the

inevitability and complexity of the U.S. exit, critical

voices persist, questioning America’s credibility,

strategic foresight, and commitment to its allies. The

Afghanistan withdrawal serves as a pivotal case in

crisis communication, illustrating the challenges of

balancing real-time crisis response, public perception

Crisis Communication and Media Narratives: A Study of Dynamic Crisis Management in the U.S. Troop Withdrawal from Afghanistan

469

management, and long-term reputational repair in an

era of instantaneous global media scrutiny.

4 MEDIA NARRATIVES AND

PUBLIC OPINION IN THE U.S.

WITHDRAWAL FROM

AFGHANISTAN

The U.S. withdrawal from Afghanistan in 2021 was

not only a geopolitical event but also a crisis of public

perception, shaped by the interplay between

traditional and social media. These two media forms

played distinct yet complementary roles in framing

the withdrawal, influencing global reactions, and

shaping the crisis communication strategies of the

U.S. government. While traditional media provided

structured, in-depth analyses with a focus on long-

term geopolitical implications, social media

accelerated the spread of real-time information, often

amplifying emotional responses and public outrage.

The interaction between these two media ecosystems

highlights the complexities of crisis communication

in an era where digital platforms dominate public

discourse.

4.1 Traditional Media: Structured

Analysis and Political Framing

Traditional media, particularly television news and

print journalism, played a critical role in shaping

global perceptions of the crisis. Major international

outlets such as The New York Times (U.S.), The

Guardian (UK), and Le Monde (France) adopted

investigative and analytical approaches,

reconstructing the withdrawal process while critically

assessing its diplomatic, military, and geopolitical

implications. Their coverage heavily focused on

evaluating U.S. decision-making, identifying

structural failures in evacuation planning, and

drawing historical parallels—most notably

comparing the Kabul withdrawal to the fall of Saigon

in 1975.

Political framing was evident in traditional media

narratives. U.S. Republican-aligned media and

commentators used the crisis to attack the Biden

administration, criticizing its lack of strategic

foresight and execution failures. Meanwhile,

European media framed the withdrawal as part of a

broader decline in U.S. global influence, emphasizing

the erosion of American credibility in international

affairs. Despite these ideological biases, traditional

media provided in-depth expert analysis, offering a

structured and multi-faceted perspective on the long-

term implications of the withdrawal.

4.2 Social Media: Real-Time

Dissemination and Emotional

Amplification

Unlike traditional media, social media platforms such

as Twitter (now X), Facebook, and YouTube played

an immediate and emotionally charged role in

shaping public discourse. Viral images and firsthand

accounts of desperate Afghans clinging to U.S. planes

intensified public outrage, framing the withdrawal as

a humanitarian crisis rather than a strategic military

decision. The rapid and decentralized nature of social

media allowed for real-time information

dissemination, making it a primary source for global

audiences reacting to unfolding events.

However, the unregulated nature of social media

also contributed to the spread of misinformation and

emotionally driven narratives. Unlike traditional

outlets that operate under editorial oversight and fact-

checking mechanisms, social media lacks

institutional gatekeeping, allowing unverified

information and rumors to gain traction. As a result,

public sentiment fluctuated rapidly, with digital

platforms fostering discussions ranging from

humanitarian concerns to critiques of U.S. leadership.

Additionally, social media enabled affected

individuals—such as Afghan civilians and military

personnel—to share personal accounts in real time,

increasing global pressure on the U.S. government to

respond.

5 INTEGRATING TRADITIONAL

AND SOCIAL MEDIA IN CRISIS

COMMUNICATION

Despite their differences, traditional and social media

play complementary roles in crisis communication.

Traditional media contribute credibility, in-depth

reporting, and structured narratives that facilitate

rational analysis, while social media accelerate

information flows, amplify public sentiment, and

mobilize global audiences. Given this dynamic

interplay, effective crisis communication strategies

must integrate both media types to ensure a balanced

and coordinated response.

A fundamental component of crisis management

is real-time monitoring of public opinion. Data-driven

sentiment analysis across multiple platforms can help

organizations identify emerging narratives and key

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influencers shaping discourse. This allows for

dynamic adjustments in communication strategies,

preventing misinformation from escalating and

enabling timely interventions.

Strategic utilization of multiple media platforms

is essential. Traditional media should be leveraged for

authoritative, rational discourse, while social media

should be utilized for real-time engagement,

transparency, and direct communication with the

public. Ensuring consistency across platforms helps

prevent contradictory narratives that could undermine

credibility.

Furthermore, combating misinformation and

managing public perception require clear and

transparent messaging. Establishing a factual

communication framework helps control the

narrative and mitigate reputational risks. Engaging

with international media fosters balanced coverage,

reducing the risk of disproportionate reputational

damage.

Long-term trust rebuilding necessitates proactive

image repair strategies. Audience segmentation

analysis can tailor messaging for different

demographic groups, ensuring targeted outreach that

resonates with specific concerns. Social media-driven

initiatives, such as influencer collaborations and

digital diplomacy, can reshape public perception and

restore organizational credibility. Maintaining open

communication channels before, during, and after

crises fosters transparency, strengthening

institutional resilience in the long run.

Finally, crisis preparedness is essential for

minimizing reputational risks and ensuring swift,

effective responses. Developing preemptive response

frameworks enables organizations to make rapid,

informed decisions while maintaining public trust.

Post-crisis evaluations should assess communication

effectiveness, providing insights for refining future

crisis management approaches.

By adopting an integrated and adaptive crisis

communication model, organizations can navigate

crises more effectively, mitigate reputational harm,

and restore public confidence in an era where digital

media significantly influence global discourse.

6 CONCLUSION

This study analyzes the U.S. withdrawal from

Afghanistan as a case study to explore the dynamic

evolution of crisis public relations (PR) and image

repair strategies. It examines the complementary roles

of traditional and social media in crisis

communication, highlighting their respective

strengths in information dissemination and reputation

management. The findings emphasize that effective

crisis PR requires a strategic integration of multiple

media platforms, leveraging the credibility and

analytical depth of traditional media while utilizing

the immediacy and interactivity of social media to

manage public sentiment and mitigate reputational

damage.

However, this study has certain limitations. First,

as it primarily relies on public media reports, it does

not incorporate internal government decision-making

processes, making it difficult to accurately assess the

effectiveness of crisis communication strategies from

an institutional perspective. Second, the analysis does

not fully account for variations in international

audience perceptions across different cultural

contexts, which may lead to a biased understanding

of global public opinion dynamics. Third, while the

Afghanistan withdrawal had a significant short-term

impact on the U.S. national image, its long-term

consequences remain uncertain. The issue has been

sporadically referenced in media discussions and

diplomatic narratives, but a comprehensive

assessment of its influence on U.S. foreign policy

reputation and international public perception

requires long-term observation and analysis.

Given these limitations, future research should

focus on developing a dynamic crisis communication

model that incorporates the evolving characteristics

of social media engagement. Additionally,

integrating artificial intelligence (AI), big data

analytics, and historical PR case databases could

enhance crisis response capabilities by enabling real-

time sentiment analysis, predictive modeling, and

rapid identification of optimal response strategies. By

leveraging these technologies, future studies can

provide a more systematic and data-driven approach

to understanding the interplay between media

narratives, crisis communication, and international

reputation management.

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