The shadow drama

Abstract This study examines how discursive polarization between majority populations and so-called non-Western immigrant identities is enabled via verbal and visual metaphors in outputs by the Human Rights Service (HRS), a prominent Norwegian extreme-right media outlet. Focusing especially on the HRS’s use of visual primary metaphors of cold and darkness, a contribution is made to the existing literature regarding how right-wing outlets construct an image of immigrants and Muslims as threatening Others. As such, the potential polarizing outcomes of the HRS’s visual primary metaphors are theorized to arise from a capacity to invite certain forms of embodied cognition and implicitly associate the target identities with a range of negative emotions. Ultimately, the HRS’s visual primary metaphors of cold and darkness are best understood as polarization vehicles that tacitly support anti-social biases by leveraging the rapidity and efficiency with which subjects can respond emotionally to visual information—especially fear triggers.