A small number of narratives, campaigns or brands, are timeless – characterised by long-term, deep engagement, and driven by a small number of key players who are often experts and authorities.

These narratives are good choices for the positioning of brands or themes for communication activities. They are high-value but difficult to own, so focus is key.

As issues however, these narratives are expected to persist or grow.

This narrative stimulates long-term engagement but only average definition. There is some understanding, and existing content provides reasonable definition.

Whilst we can learn from existing content creation, there is also space for novelty, that can capitalise on the strong pre-existing engagement.

Content Efficiency is a measure of the extent to which the existing narrative content is significant. High content efficiency means that much existing content is significant, whereas a low score means there is a gap between the needs of the narrative, and the currently-created content.

Affect Orientation is a measure of the degree to which the narrative stimulates an emotional response: active or passive, positive or negative. Most narratives are simply neutral, and do not provoke any emotional response.

Narratives such as this, which are driven by an active, negative engagement, will polarise opinion. Although they have the power to grow, to maximise long-term power, they must transform from destructive and oppositional, to positive and creative.

Content Power is a measure of the power of individual pieces of content, to capture and to drive engagement with a narrative’s core themes. This measure is independent of volume.

This narrative stimulates long-term engagement but only average definition. There is some understanding, and existing content provides reasonable definition.

Whilst we can learn from existing content creation, there is also space for novelty, that can capitalise on the strong pre-existing engagement.

Affect is a rich measure of the emotional tone of the significant content. Understanding of the emotional drivers empower you to better understand, and respond appropriately to, the emotional impact of the narrative.

In this chart, positive emotions are highlighted in green, whereas negative emotions are red.

If there is a clear tonality to the emotions expressed, such as expectation or apprehension, these are shown in purple.

The intensity of the colour indicates the intensity of each emotion.

The width of each arc reflects the degree to which the named emotion contributes to the overall emotional response.

Broad emotions, such as fear and love, are closer to the centre of the chart. The more subtle emotions, which contribute to those broad emotions, are shown in the concentric rings further out. Moving out from the centre, each ring shows a further level of detail.

Media Power is not a volumetric measure. Often, the most popular media, are not the ones with the strongest impact on topical engagement.

Content Power is a measure of the power of individual pieces of content, to capture and to drive engagement with a narrative’s core themes. This measure is also independent of volume.

Click on a bar in the chart to view the powerful content form the related site. If there is no listed content for a site, this means that, whilst the site itself has significance in the narrative, there are no outstanding individual pieces of content.

Experience the most significant content via the images which amplify its power.

Understanding of the key topical drivers of engagement assists in understanding the most powerful themes of the narrative.