virtuesignaling

Virtue signaling refers to the act of publicly declaring opinions or actions intended to demonstrate one's moral correctness on a socially salient issue, especially on social media or public platforms. The term is often used pejoratively to suggest that the primary purpose is to gain social approval rather than to effect change, though it can be used descriptively without moral judgment. Signals can include statements of support for a cause, expressions of outrage, donations pledged publicly, or alignment with a fashionable virtue.

Origin and usage: The phrase combines virtue with signaling, drawing on signaling theory. It gained currency in internet discourse in the 2010s as commentators criticized visible displays of moral sentiment. Some analysts distinguish between genuine commitment and performative signaling, noting that the boundary is difficult to assess in public communication.

Criticism and defenses: Critics argue that virtue signaling can shutter dissent, pressure individuals into performative gestures, and muddy political discourse. They contend it may obscure pragmatic action or distribute social capital toward the signaler rather than the cause. Proponents, however, argue that public moral expression can raise awareness, deter wrongdoing, or mobilize resources, and that signaling can reflect evolving social norms even if imperfect.

Variations and related concepts: The term is related to moral grandstanding, performative allyship, and social signaling. It is sometimes discussed in debates over online discourse, political opinion, corporate social responsibility, or activism, where public displays of virtue intersect with incentives and social dynamics.