FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes fear of a "threat" that must be stopped. Visually, it uses black-and-white, high-contrast photography of three figures, aggressive typographic wording "a threat we must stop," and visual dehumanization. These elements together frame the situation as an acute threat and mobilize voters against specific individuals.
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 5
Sadness 20
Trust 25
Disgust 40
Fear 85
Anger 60
Surprise 40
Anticipation 55
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=-0.70 · A=0.80
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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