attitudethe

Attitudethe is a neologism used in online discourse to describe a pattern of publicly performed attitudes that are strongly stated, moralized, and aligned with anticipated actions or lifestyle choices. The term is used both descriptively and critically, signaling a persona or stance rather than a single belief. It often appears in discussions about social media behavior, political rhetoric, and branding of values.

The origin of the term is unclear. It has circulated in blog posts, think pieces, and social media commentary in the 2010s and 2020s, but there is no formal scholarly definition or widely accepted etymology. Its usage varies by writer and context.

Common features described by commentators include explicit articulation of attitudes, alignment between stated beliefs and visible behavior, performative signaling aimed at an audience, and a tone that moralizes or certifies others. Proponents view attitudethe as a useful lens for analyzing how people present themselves online, while critics see it as a vague catchall that can conflate genuine conviction with performative acts.

Contexts range from political discourse to consumer and workplace culture. In politics, it is used to critique performative activism or virtue signaling; in marketing, it describes how brands curate ethical identities; in daily life, it describes how individuals manage impressions of character.

As a concept, attitudethe remains debated and loosely defined. Some scholars and commentators call for clearer criteria to distinguish sincere attitude expression from performative signaling.