The term virtue signalling refers to the act of expressing opinions or stances that align with popular moral values, often through social media, with the intent of demonstrating one's good character. While the expression might sometimes be sincere, it is frequently used pejoratively to suggest that the person is more concerned with appearing virtuous than with actually supporting the cause or belief in question.[1]: 39–40 [2][3] An accusation of virtue signalling can be applied to both individuals and companies.
Critics argue that virtue signalling is often meant to gain social approval without taking meaningful action, such as in greenwashing, where companies exaggerate their environmental commitments. On social media, large movements such as Blackout Tuesday were accused of lacking substance, and celebrities or public figures are frequently charged with virtue signalling when their actions seem disconnected from their public stances. However, some argue that these expressions of outrage or moral alignment may reflect genuine concern, and that accusing others of virtue signalling can itself be a form of signalling. This has led to the coining of a related concept, vice signalling, which refers to the public promotion of negative or controversial views to appear tough, pragmatic, or rebellious, often for political or social capital.
Tosi 2020 was invoked but never defined (see the help page).Stollznow 2020 was invoked but never defined (see the help page).