It’s now common for radio stations and news podcasts to run a package of soundbites to promote their shows, and this takes on an even more political flavour in the lead up to an election. Political parties are also focused on pushing out their own soundbites about their adversaries. Whether these messages come direct from political parties, or are curated by the media, they can be equally influential in shaping perspectives of a politician or party.

On LBC radio, part of a promotion for the station’s election coverage being played repeatedly at the moment includes a clip of a man called Jason talking about Rishi Sunak. He says:

People in this country have got an issue that he’s rich and they’ve got an issue that he’s not white…we’re hearing stuff like ‘he’s not British enough’, and I’m just finding it embarrassing.

The whole clip is not directly negative for Sunak, but the focal points are very emotive. And emotions can both guide how we think about something as well as how well people remember it.

Phrases such as “not white” and “not British enough” are........

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