FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes feelings of fear regarding inflation and financial insecurity for families. It employs a strong visual aesthetic (red elements, strong contrast) and the slogan 'Stop the Purple Price Hike!' along with an ad hominem attack on a politician, thereby simplifying issues and polarizing the public. The aim is to mobilize voters against a specific political figure and provoke a quick, emotional response.
Plutchik emotion spectrum
Intensity 0–100 for each of the 8 basic emotions. What the author wants to evoke in you — not necessarily what you feel.
Plutchik's theory of 8 basic emotions (1980).
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Emotional imprint & polarity
Profile shape (radar) and dominance in opposing pairs (dyads).
Joy 10
Sadness 50
Trust 20
Disgust 20
Fear 70
Anger 60
Surprise 40
Anticipation 50
The further from the center, the more dominant the pole.
Valence × Arousal
Valence: how pleasant the evoked emotions are. Arousal: how activating.
↖ anxiety,
rage
rage
↗ excitement,
joy
joy
↙ sadness,
fatigue
fatigue
↘ calm,
contentment
contentment
unpleasant
V=-0.65 · A=0.75
pleasant
Russell's circumplex model of affect (1980).
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Manipulation level
A combination of emotional appeal, rhetorical tricks, and intent to harm.
Low
Medium
High
Very high
Strong emotional appeal plus misleading framing or targeting of a specific group.
FactNinja's own heuristic.
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FactNinja Visual Insights ·
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