Virtue signaling is the expression of a moral viewpoint, often on social media, with the primary intention of communicating good character and gaining social approval. It is often used pejoratively to suggest that the expression of virtue is exaggerated, insincere, or hypocritical. The term gained prominence around 2015 and is frequently used to criticize actions that appear to prioritize personal image over meaningful contribution to a cause.
Examples of virtue signaling include posting support for social causes on social media without taking further action, wearing cause-related pins without deeper involvement, or corporate greenwashing, where companies exaggerate their environmental efforts. Critics suggest that virtue signaling can be shallow, overshadow the actual cause, and discourage genuine involvement. However, some argue that these expressions may reflect genuine concern and can be a powerful force for social change by creating awareness. The opposite of virtue signalling is "vice signalling," where individuals promote controversial views to appear tough or rebellious.
