Nensha

From Sheapedia

Nesha (literally "sense copying") is known in English as projected thermography, thoughtography, or nenography. These are all names for the ability to physically project thoughts and feelings onto objects or into the minds of others. This projection is usually referred to as "burning" as that is the form it usually takes on physical objects.

Sadako Yamamura and the other wellwraiths all possessed this ability. It is the ability that allowed them to do all the "supernatural" things they did, as well as making the tapes. Samara Morgan used her ability often, burning pictures onto walls and paper and burning strange and horrifying thoughts into the minds of her mother and father.