FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes anger and a sense of pride in the in-group through the repeated slogan "BYE BYE EU!", capital letters, and strong contrast. It utilizes national symbolism (the flag) and the us-versus-them framework to polarize and simplify the topic without framing the facts. This is complemented by a visual effect from the design source and an emotional tone that supports a quick emotional response without arguments.
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 40
Sadness 5
Trust 25
Disgust 15
Fear 15
Anger 65
Surprise 20
Anticipation 40
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=-0.60 · 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.
About the method →
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