“What is...” is focused on retrieving the meaning and backgrounds of concepts about which much is heard in our society; people tend to talk about them all the time whether they are relevant or not. Coming up for discussion are, for example, economic growth, pedophilia, human rights, political correctness, procedural mistakes and sexual harrassment.. Armed with a small digital camera, Peter van Ingren and Frans Bromet are going to look for the meaning behind these concepts. Through taking a closer look at the concepts, each concept gets so much nuance and detail, that one doubts whether the thoughtless use of those expressions will help the perspicuity of human communication.