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Daily Mirror pokes fun at Ukip with Goggles app designed to 'turn the Web into little England'


By John McCarthy, Opinion editor

November 20, 2014 | 2 min read

The Daily Mirror has released a tong-in-cheek web app called ‘Ukip Goggles’ designed to adjust online text to best reflect the political party’s views on immigration.

The Ukip Goggles can be downloaded from the Google Chrome store

The app, launched to support the newspaper’s exclusive immigration supplement, was created after Mirror research found that it was the issue readers most wanted to talk about.

Google Chrome users can attach the extension to their browser where it will replace words such as 'facts' and 'immigrants' with words such as 'feelings' and 'sandwich makers'.

Over 100 words have been changed to “reflect the imagined world-view of a die-hard Ukip supporter,” according to the Mirror.

The app says it is for those who are: “Scared of immigrants? Worried by facts? Tired of the whole modern Britain?”

It adds: “No problem. Turn the Word Wide Web into little England. This extension changes some of key words that appear in your browser to Ukip's truth, so that you too can now see the world as UKIP does.”

Wessel Van Rensburg, digital marketing manager of Trinity Mirror, said: “We’ve created the Ukip Goggles as a fun innovative digital tool to create a bit of buzz around an important print and online investigation.

“The investigation has been a fantastic collaboration between editorial and commercial, and we look forward to sharing our findings with readers.”

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