“…As a result, the state struggled to establish popular counterterrorism narratives through traditional communication mechanisms and to take strong military action against the Taliban and its supporters, despite an alarming increase in terrorism-related incidents in the country (Hoffman, 2006). In addition, the rise of peripheral nationalism in the form of Pashtun Tahafuz (Protection) Movement (PTM) in 2014 is a rebuttal to state narratives on the war on terror and to the alleged state of humiliation, structural inequalities, and discrimination against the Pashtun community during the military operations in the Federally Administered Tribal Areas (FATA), particularly criticizing the role of the Pakistan army in counter-terrorism (Ahmed and Khan, 2020;Shah, 2020). Qadir and Alasuutari (2013) noted that, even though Pakistan suffered massive casualties in the war against terrorism (12,474 terrorism-related incidents and 80,000 deaths, START, 2017), Pakistanis did not acknowledge it as 'our war'; the dominant slogan was the 'US war'.…”