4. Methodological Approach

This chapter addresses the notable absence of narrative persuasion literature in the development of Counter-Narrative (CAN) campaigns aimed at preventing and countering violent extremism (P/CVE). It begins with a systematic review of narrative persuasion literature, identifying key concepts that can enhance the understanding and effectiveness of CAN campaigns. The empirical section comprises expert interviews with academics and practitioners involved in CAN campaigns, exploring their assumptions and perceptions about storytelling practices. The interviews reveal a gap between the existing literature and the current practices in the P/CVE field, highlighting the need for a more informed approach to narrative persuasion. The case study analysis of the Austrian CAN campaign 'Jamal al-Khatib: My Path!' illustrates how insights from narrative persuasion research can be applied to analyze and improve the storytelling quality of CAN campaigns. The chapter concludes by discussing the limitations and future directions for research in this area, emphasizing the importance of incorporating narrative persuasion concepts into the design and evaluation of CAN campaigns. The detailed examination of expert interviews and the case study provides a comprehensive overview of the current state and potential improvements in the storytelling practices within P/CVE campaigns, making it a valuable resource for those seeking to enhance the effectiveness of counter-narrative efforts.