The role of EU-promoted versus local narratives in migratory decision-making in the Gambia

Abstract

The EU tries to dissuade potential migrants from coming to Europe irregularly. However, can EU-promoted narratives compete with local ones and actually influence migratory decision-making? This article investigates how local migration narratives of potential migrants interrelate with the narratives put forward in EU-funded migration information campaigns. Building upon focus groups and interviews conducted in the Gambia, the article demonstrates that there is a clear mismatch between locally held narratives and the EU-promoted narratives. Contrary to the EU campaigns, the Gambian narratives put to the forefront the opportunities for a positive life change enabled by a person migrating to Europe. An exception has been the issue of risks during a migratory journey featuring strongly in EU campaigns, which correlates with the local narratives. However, information is only one factor influencing migratory decision-making, with more relevant ones being livelihood opportunities and the material and social rewards associated with a successful migration.