2. The Counter- and Alternative Narratives Approach

The chapter begins by establishing a common understanding of the term 'narrative' and its significance across various disciplines, highlighting the lack of consensus on its definition. It then reviews the historical and theoretical foundations of the Counter- and Alternative Narratives (CAN) approach in Preventing and Countering Violent Extremism (P/CVE), tracing its origins to the post-9/11 era and the London bombings of 2005. The text explores the rationale behind using narratives to counter extremist ideologies, emphasizing the role of narratives in shaping perceptions and influencing behavior. It delves into the key parameters of the CAN approach, including the focus on 'homegrown' extremism, the emphasis on digital campaigns, and the distinction between cognitive and behavioral radicalization. The chapter critically examines the state of knowledge on CAN campaigns, identifying a substantial gap between the theoretical foundations and practical applications. It highlights the need for a more robust theoretical basis and evidence-based strategies to enhance the effectiveness of CAN campaigns. The text also discusses the challenges and criticisms faced by the CAN approach, including the lack of proof of concept and the difficulty in demonstrating behavioral and attitudinal change. It concludes by emphasizing the potential of integrating narrative persuasion research to improve the design and implementation of CAN campaigns, offering a roadmap for future research and practice in the field of P/CVE.