Definition:
Virtue signalling refers to the public expression of moral values or ethical stances primarily to demonstrate alignment, awareness, or social acceptability rather than to enact meaningful change.
Usage Context:
Appears in corporate branding, political messaging, social media discourse, and institutional statements that emphasise appearance over action.
Critical Note:
Virtue signalling can function as reputational insulation. By performing concern, organisations deflect scrutiny while avoiding structural change, creating a gap between stated values and lived outcomes.
Related Terms:
Legitimacy Laundering, Cultural Capture, Moral Posturing, Performative Allyship, Language Laundering