If it smells like it, looks like it, feels like it and even tastes like it, then it probably is IT.

Pretty much in the same way if you act like a c***, etc etc etc you’re certainly going to be perceived as one… Gordon Ramsay.  Discuss.

Over the past twelve months you could take your pick really.  Whether it’s his plummeting culinary reputation (Michelin-starred boil in the bag food anyone), financial woes (£4.3million bail-out), marital troubles (amyl nitrate and Archer’s ex allegedly) or television ratings slumps, “Big Gord” has really had his own little Annus horribilis.

With the broadcast of Gordon’s Great Escape, in which “Curry fan Gordon Ramsay visits India to find out how to cook classic, authentic Indian food”, there’s been a real attempt to increase his popularity by softening up his image a bit and God forbid, even make us feel a tiny bit sorry for him.

Throughout the programmes, we were given a view of the softer, more “introspective” side of his personality but as it’s Gordon Ramsay, it wouldn’t be a program about him if he wasn’t riding motorbikes (badly by the way), insulting fellow chefs, and doing other “manly” activities like jumping on moving trains.  Yawn.

Next up…Gordon Ramsay does Twitter

So there’s the background.  Business empire crumbling, culinary reputation on the wane, TV ratings on the slide, just about holding his marriage together and hoping his wife doesn’t cop off with a professional ice skater….one of his “team” suggests he “re-discovers” himself by getting closer to his “fans” and Twitter is the way to do it apparently.

Here’s what he had to say about it when he got interviewed recently:

Gordon Ramsay is to start Twittering on February 1 and said he’s set a date as he wants to understand it fully before he begins.

The 43-year-old star revealed he is to join the social networking site to talk to fans but wants to do it properly.

He said: ‘I actually start on the 1st of Feb. The 1st of Feb, we’re going live.’

Ramsay added: ‘I’ve gone on a Twitter course. I’m just going through all the stages in terms of prep, properly understanding it. I’m doing it personally.

‘It means a lot to me and obviously back out off to the States and the 1st of February we launch… I cannot wait.’

To me, “we’re going live” and “I’m doing it personally” are two slightly confusing statements.  Still, at least he’s done a Twitter course so he can “properly understand it”.   I think it’ll make very interesting reading when he “launches” on the 1st February to see how he’s going to attempt to improve his reputation in 140 character spurts.

Surely a much better tactic would be for him to disappear from television for a year and, I don’t know, just cook or something….