1. Introduction

This chapter delves into the profound impact of storytelling on human communication and political discourse, highlighting its omnipresence in modern society. It examines the 'big bang' of storytelling, fueled by technological advancements, and its pervasive influence in political communication, from populist movements to digital disinformation campaigns. The chapter argues that storytelling is not merely a tool for entertainment but a powerful means of shaping public opinion and driving political action. It explores how narratives are used by both democratic and extremist actors to sway constituencies and influence political outcomes. The chapter also addresses the 'narrative turn' in political science, emphasizing the need to understand and analyze political framing through the lens of storytelling. It critically examines the use of counter-narratives in preventing and countering violent extremism (P/CVE), revealing a significant gap in the current literature: the lack of engagement with narrative persuasion research. The chapter proposes a systematic transfer of insights from narrative persuasion research to the P/CVE context, demonstrating how this can improve both the theoretical foundation and practical design of counter-narrative campaigns. Through a review of existing literature, expert interviews, and a case study analysis, the chapter provides a comprehensive framework for creating more effective and persuasive narrative campaigns. It offers valuable insights into the factors that contribute to narrative persuasion, such as audience engagement, character identification, and emotional resonance. The chapter concludes by highlighting the potential of narrative persuasion research to address critical gaps in the CAN approach and to enhance the overall effectiveness of P/CVE efforts. It calls for a deeper integration of storytelling principles in political communication strategies, emphasizing the transformative power of well-crafted narratives in shaping political realities.