8. Conclusion

This chapter addresses a critical gap in the literature on counter- and alternative narratives (CAN) by integrating insights from narrative persuasion research. For nearly two decades, CAN campaigns have been employed to counter extremist narratives, yet they have largely operated in isolation from the extensive body of knowledge on storytelling and narrative persuasion. The chapter argues that this disconnect has hindered the effectiveness of CAN campaigns and subjected them to significant criticism. By systematically transferring concepts from narrative persuasion research, the chapter demonstrates how CAN campaigns can be significantly improved. It provides an in-depth literature review on narrative persuasion, highlighting key mechanisms, design elements, and empirical evidence of successful campaigns. The chapter also presents a case study of the Austrian YouTube campaign Jamal al-Khatib, illustrating how narrative persuasion concepts can be applied to analyze and enhance CAN campaigns. The analysis reveals valuable insights into the form and content of CAN campaigns, emphasizing the importance of good storytelling in creating persuasive narratives. The chapter concludes by discussing the broader implications for political communication and the potential of narrative persuasion in addressing societal challenges. It calls for further research and practical application of narrative persuasion insights to strengthen CAN campaigns and improve their effectiveness in preventing extremism.