“Virtue signalling” joins other right-wing slurs like libtards, bleeding hearts, snowflakes, and social justice warriors. The slur of virtue signalling relates to older well-regarded idioms: “do as I say, not as I do” “all talk, no action” “talk the talk” and “walk the walk”. Where radical chic described the adoption of causes by celebrities and socialites, virtue signalling is different because anyone can do it. The earlier expression “radical chic” - coined by Tom Wolfe in 1970 and celebrating its 50th anniversary - describes association with a fashionable crusade, but without genuine commitment to it. It is more likely he popularised an existing term, as there are older academic references. British journalist James Bartholomew is often credited with coining the phrase in a 2015 article in the conservative publication The Spectator. The origins of the term “virtue signalling” are disputed. Indeed the term can sometimes say more about the person who wields it than its ostensible target. In the US, even mask wearing has been branded by some as virtue signalling - signifying to progressives a serious approach to public health but to the right an over-reaction amid political culture wars. At the height of the #BLM protests, companies including McDonalds, Starbucks, and Nike were accused of “corporate virtue signaling” - or “ woke washing” - for issuing empty statements of support.
Virtue signalling is often an accusation of “jumping on the bandwagon” of a popular cause. Yet some online critics rejected the display as virtue signalling, telling the teams to “stick to football instead of politics”. Many fans interpreted the gesture as an act of support, unity, and respect. It was part of the worldwide Black Lives Matter movement against racism. In a perceived attempt to garner female voters, he was displaying a virtue he didn’t have.īefore an AFL game in June this year, meanwhile, Richmond Tigers and Collingwood Magpies players and umpires knelt down on one knee to show solidarity with Indigenous Australians. In the case of Trump, infamous for his misogyny, the symbolic pardon of Anthony was construed by many as disingenuous. The word has earlier Christian connotations of theological virtues, including humility, kindness, and charity, in opposition to the “seven deadly sins”. Looking goodĪ “virtue” is a trait or quality that is deemed to be moral or good. Some people accused of it may actually believe deeply in the cause they speak of, and back their words with actions. However, like these labels, “virtue signalling” is highly pejorative: often wielded as a sneering insult by those on the right against progressives to dismiss their statements as grandstanding. We’re wary of fakes and possible bullshit. The abundance and popularity of similar terms in the social lexicon, like “radical chic”, “bleeding hearts”, “politically correct”, “poseurs” or just plain “posers”, suggests many value honesty and integrity. They are acting out of bad faith, because they have an ulterior motive. The term implies that they don’t truly believe in the cause they publicly support. So, virtue signalling is an expression used to call out an individual, company, or organisation – suggesting they are only backing an idea to look good in the eyes of others. But what does “ virtue signalling” mean?Īn attempt to show other people that you are a good person, for example by expressing opinions that will be acceptable to them, especially on social media. The term has been levelled in recent times at celebrities, politicians, and brands.
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