Tadeg Quillien in Aeon:
As a quick stroll on social media reveals, most people love showing that they are good. Whether by expressing compassion for disaster victims, sharing a post to support a social movement, or denouncing a celebrity’s racist comment, many people are eager to broadcast their high moral standing.
Critics sometimes dismiss these acts as mere ‘virtue signalling’. As the British journalist James Bartholomew (who popularised the term in a magazine article in 2015) remarks, virtue signallers enjoy the privilege of feeling better about themselves by doing very little. Unlike the kind of helping where you have to do something – help an old lady cross the street, volunteer to give meals to the dispossessed, go door-to-door to fundraise for a cause – virtue signalling often consists of completely costless actions, such as changing your profile picture or saying you don’t like a politician’s stance on immigration. Bartholomew complains that ‘saying the right things violently on Twitter is much easier than real kindness’.
Virtue signalling can be easy – but why does that make it seem bad?