The role of <scp>EU</scp> ‐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.