Keep it under your hat.

But my bosses thought because I work in the same building as capital radio and and Heart and various other cooler brands.

My bosses thought that the clips when they made all our studio space age, they thought the clips that would go nuts would be stuff like lady gaga coming in to talk to Miles on radio X or take that coming in to talk to Jamie and Emma on Heart, but they don't do any business at all.

Weirdly, me wanking on about Amber got four million views while lady gaga and Miles gets about 13, but you know we are where we are.

So when I was trying to work out why these clips had proved so effective.

Um, and and and in many ways changed the whole face of my job, my career, it suddenly occurred to me that stuff we've been doing for years without really noticing and certainly without being conceited enough to think that it was extraordinary actually wasn't being done in many other places.

This is entirely serendipity on my part.

It's got no planning or particular gift.

It was entirely serendipity because what I realized that about five years ago, I was getting a bit bored of being a radio phone in host and the reason I was getting bored of being a radio phone in host is because all we ever really did was ask, what, what do you think?

What is your opinion on immigration or Islamic fundamentalism or what is the answer to knife crime?

More?

Stop and search?

As soon as you said, why I started saying why a few years ago, kind of flies in the face of the formats traditional model, you're supposed to just queue people up, let them have their say and then move on to the next one and that has its purposes.

It has its uses.

But as soon as we started saying why, that's when we started hitting paydirt and discovering that people possessed of incredibly pungent opinions, people who are sufficiently convinced by their own rectitude that they will phone up a radio station, which is quite an odd thing to do.

Put your hand up if you ever find a radio station, Widows absolute freaks twice, mate.

You need help.

You see what I mean though, because you have to be so so persuaded of your own correctness that it is, It's a very, very, very confident thing to do.

And so what we started discovering with all the all the sort of hardy perennials, the issues are immigration, islam Brexit, which of course came along a little later LGBT political correctness, feminism, nanny state, what does the nanny say to someone that's a great example.

What does the nanny state mean?

Trying to stop us from eating what we want to eat, sort of like, like poison?

I mean, you know, there's laws governing poison, Why why wouldn't you have laws governing stuff that makes you really, really fat or stuff that makes you really, really poorly or illegal drugs?

Is that the nanny state as well?

And as soon as you start asking these questions, what do you mean by the actual words, amazing things started happening and that's why the clips started going nuts.

Classical liberal, what do people mean when they say that just means they're not very good at sharing pretty much where Classical Liberalism in the modern 21st century social media filtered meaning of the word comes from, it's the kind of Taxpayers Alliance type rhetoric.

We want less tax.

What they never say is of course we want fewer police officers, we want fewer soldiers, we want, you know, worse roads, we want fewer hospitals, we want worse schools, we want fewer police officers, firefighters, doctors, nurses, they just say we want lower taxes.

So you ask people what they actually mean, and you get much more illuminating and enlightening responses.

All that needs to happen now is for many of my colleagues in the broadcast media to start asking these questions of the professional commentators, the politicians, the demagogues and the and the sort of low rent hate preachers who come out with these slogans and these meaningless, fatuous but very provocative phrases and never get asked to define exactly what they mean, But phrases that have entered into common parlance now with a very pejorative flavor, as if we almost don't stop to ask ourselves whether this should actually be something that is presented to us as a negative phrases which have been put through the filter of right wing newspapers usually, and the Daily Mail of course, in recent years in particular and have come out the other side of that sort of pulled data shaped mangle with an entirely different meaning from what they had when they were fed into the mangle.

So let's start with off the top of my head, sort of health and safety.

Oh, down with health, I'll tell you what I really hate, I hate safety.

Safety's for mugs.

Why would you want to have help?

So that, and then you turn it into a sort of pithy little mickey take and you call it elf and safety and ha ha ha ha ha!

And suddenly you're persuading people that it's a really bad idea to have protections in place on building sites.

Or possibly sometimes you go a little bit too far with the high viz jackets, but would you rather have your Children riding their bicycles in the dark in high viz jackets or not in high viz jackets.

So even health and safety, two of the most fundamental prerequisites of a functioning civilization have when they are viewed through the lens of the daily mail, become negatives even more human rights.

Well, I mean, obviously human rights and no use at all unless you're a human in which case you shouldn't really have to work that hard to challenge the notion that human rights rights that extend to every single human.

And therefore by definition sometimes have to be extended to people.

We'd rather didn't have them.

Human rights are a good thing.

Political correctness or good manners as most of us would now in retrospect term it liberal down with freedom.

Do gooder.

Yeah, don't do good ever.

Then you've got social justice warrior warrior is new, but I hadn't really heard about social justice until relatively recently.

And the only reason I've become aware of the phrases because people who fight for it being maligned, demonized and somehow blamed for all sorts of society's problems.

I could go on virtue signal.

There's all sorts of things once you start asking people why they think what they think.