FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The text and visuals deliberately aim to evoke fear and urgency. The imperative 'WE MUST LEAVE THE EU!' and the phrasing 'for the many and not the few' create an impression of an immediate choice and a false dilemma of 'us vs. them'. The heroic silhouette, strong contrasts, red background, and the symbolic combination of national colors with EU stars enhance the feeling of struggle and collective identity, which compels the audience to support a quick decision.
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 20
Sadness 15
Trust 25
Disgust 20
Fear 75
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=-0.75 · 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.
About the method →
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FactNinja Visual Insights ·
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