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This paper examines the prospects of jihadist expansion in the Sahel region and its implications for security actors and civilian populations alike. More specifically, it investigates the role of propaganda and public discourse narratives in bolstering jihadist group legitimacy and advancing attempts by groups seeking to generate local embeddedness and mass support. In doing so, the article offers a nuanced perspective of inter-jihadist contestation, one that goes beyond mere focusing on security operations and clashes and delves more deeply into group framing and identity.