FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The propaganda poster uses catastrophic framing and evokes fear of migration and loss of control. The texts 'The EU has failed us all' and the imperative 'We must break free of the EU and take back control of our borders' create a sense of urgent necessity and identify a culprit. The depiction of a mass of people in an uncontrollable flow serves to dehumanize and polarize into 'us versus them'.
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 15
Trust 20
Disgust 25
Fear 75
Anger 60
Surprise 30
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=-0.65 · A=0.78
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.
About the method →
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