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This paper argues that in order to win the long-term fight against Islamic Jihadist movements, we must confront their ideological foundations and provide the majority of Muslims with an alternative narrative that satisfies their social identity needs for a positive esteem. By analysing social identity dynamics of Western-Muslim interactions, this paper presents some novel ideas that can lead to the creation of such a narrative.doi:10.15664/jtr.1155 fatcat:bpzlyxgkp5hy3i6vj65c5c4hkm