Дмитрий Коренев

The way a person positions themselves in relation to society is exactly what a life position is. In Jung's terms, and within the S-Theory, it is an inborn feature of the human psyche that stands for the masculine and the feminine principle, anima and animus, Yin and Yang. Or, to put it another way, it is the property that divides people into the “active”, who are set on expansion and dominance, and the “passive”, who are set on harmony, stability and increase.

Which words do the choleric, the sanguine, the phlegmatic and the melancholic use? How does the way we speak depend on temperament? Which advertising slogans should you use for an audience whose attitude (introversion or extraversion) you know? The DataFuel team has built a map of word use in search queries.

The phlegmatic is an introvert in the Passive life position, wholly absorbed in themselves and in their own thinking. This temperament all but excludes itself from contact with other people and from interaction. Always thinking about something, a thing in itself. Inconspicuous, quiet, unemotional. And there is a strength and a charm in that.

The sanguine is an extravert in the Active life position. The ancient Greek Hippocrates grouped under this type people in whom blood predominated (sanguis, “blood”), which makes a person lively and cheerful. There is nothing brighter, more flamboyant or more clamorous than people with this temperament. They need attention — and they go after it actively.