Programs and proposals are not always the main topic of debate before an electoral election. More and more often, campaigns tend to be personalized, focusing all media attention on the person who embodies the candidacy

The emotional profile in politics

In the so-called “audience democracy” the emotional behavior of the political actors is fundamental. It determines the relationship between the candidate and the voters.

For its part, cognitive linguistics has shown the close relationship between speech framework used and its impact on both, the audience and the speaker. The candidate’s words, attitudes or behavior generate metaphors that lodge in the voters´ minds. Similarly, discourses have an emotional impact on the person who makes the speech.

What it is about

Emotions and politics is the technique that allows analyzing the emotional profile of candidates in their interventions to identify which frames are more favorable and those to avoid. The software of Emotion Research Lab allows you to capture the 6 basic emotions, as well as up to 101 sub-emotions of the candidate and 6 emotional metrics.

The emotional behavior of the political actors is fundamental since it determines the relationship between the candidate and the voters.

How it works

Send a video file with the intervention of the candidate in a debate, interview or speech. The video will be processed with the software of Emotion Research Lab to obtain the emotional data.

Emotions and politicians microphones
Emotions and politicians vote

What information is obtained


• Levels of activation, engagement, self-control, safety, confidence and tolerance of the candidate.
Main emotions and sub-emotions associated with the global pattern.
Interventions that improve and interventions that worsen the emotional response.
• An emotional reaction to certain issues and situations.



Results report with emotional profile of the candidate.

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