The introduction provides an overview of the research objectives, theoretical framework, and methodological approach of the study. It begins by contextualizing the research within the global decline of democracy, human rights, and social cohesion, emphasizing the need for innovative approaches to human rights advocacy. The chapter critiques traditional, state-centric, and rationalist perspectives on human rights, proposing a shift towards a moral and intuition-based understanding. Social media is identified as a key platform for implementing this approach due to its reach and capacity for emotional engagement. Furthermore, the introduction outlines gaps in interdisciplinary research and practical applications in human rights work, justifying the study’s focus on narrative persuasion. Finally, the chapter introduces the research question and provides a roadmap for the structure of the dissertation, detailing its theoretical and empirical components.