Joint Force Quarterly
Abstract
This article explores the role of persuasive narratives in military operations and argues that being truthful is not enough; joint force narratives must also be believable and persuasive to intended audiences. Narratives provide context, coherence, and meaning to military actions and can shape perceptions, influence behavior, and support objectives across the competition continuum. The article identifies the core elements of a narrative, including setting, characters, plot, and moral, and explains key factors that contribute to persuasiveness, such as emotional appeal, simplicity, consistency, identification, trust, resonance, coherence, and alignment between words and actions. It also emphasizes the importance of understanding audience values, historical experience, and state identity. The author argues that narratives should guide planning, targeting, and execution rather than merely justify actions after the fact, and recommends greater attention to elite policymakers and the ways they interpret and transmit narratives. A stronger understanding of narrative structure and persuasion can help commanders and planners better align military activities with strategic objectives and improve joint force effectiveness across competition, deterrence, and conflict.
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