Glansgedrag

Glansgedrag is a Dutch-language term used to describe behavior or practices that prioritize visible polish, image or spectacle over substantive change. The word combines "glans" (shine, gloss) and "gedrag" (behavior) and is applied in discussions of social presentation, public relations and organizational activity.

Characteristics of glansgedrag include an emphasis on outward appearance, short-term visibility, selective disclosure, and actions aimed primarily at impression management. It is commonly observed in contexts where reputation matters, such as social media, corporate communications, political messaging and public relations campaigns.

Examples often cited as glansgedrag include curated social media posts that present an idealized lifestyle, corporate "greenwashing" that highlights minor environmental initiatives while ignoring larger impacts, and symbolic policy gestures that lack substantive follow-through. The concept overlaps with academic ideas of performative action and impression management, but is used colloquially to critique superficiality.

Critiques of glansgedrag point to risks such as erosion of trust, misallocation of resources, and distraction from systemic problems. Responses recommended by commentators include increasing transparency, emphasizing measurable outcomes over appearances, fostering critical media literacy, and holding actors accountable through independent verification.

As a descriptive term rather than a formal theory, glansgedrag functions as a critique in public discourse, highlighting tensions between image and substance in contemporary social and institutional life.