FactNinja Visual Insights
The emotions this material evokes
Emotional intent
The material deliberately evokes fear and urgency regarding leaving the EU through strong patriotic framing, pathos, and an authoritative tone. Visually, it is dominated by large letters with the British flag and the connection of the word LEAVE with nationality, which reinforces identity and raises concerns about immigration and loss of control. The message uses a false dilemma and the depiction of editorial authority ('SAYS') to support a quick binary choice without evidence.
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 12
Sadness 15
Trust 40
Disgust 25
Fear 72
Anger 50
Surprise 35
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=-0.50 · 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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FactNinja Visual Insights ·
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