FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes anger, a sense of loss, and national pride, aiming to mobilize against the EU. It employs sharp language (Screw EU), repetition of 'We/OUR', and simple, nostalgic slogans (Make Britain Great Again), along with striking typography and color contrast, to create a conceptual division of 'us vs. them' and strengthen collective identity. Emotionally, it focuses on anger and anticipation of a future return, supplemented by elements of nationalist visual aesthetics.
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 15
Sadness 20
Trust 25
Disgust 25
Fear 50
Anger 75
Surprise 20
Anticipation 60
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=0.85
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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