The CMV project employs qualitative and corpus pragmatic methods to explore linguistic persuasion on the subreddit r/ChangeMyView. The data is constituted by a large corpus of submissions and comments annotated with emic community measures for persuasiveness. The initial stage of our research consists of several case studies that explore different linguistic variables within a "persuasive" corpus of interest and a "non-persuasive" reference corpus. Among other aspects, we have investigated register difference (aspects of formality), conversational moves, politeness.