The term “virtue signaling” is defined as “an act of affirmation of some liberal value or shibboleth, intended to establish or reaffirm the sender’s reputation as a socialized, politically correct, and tolerant person.” In the not-too-distant-past, Christian morality dominated American culture and one had no need to signal the virtue one already had in his or her heart.
Bernhard Thuersam, www.Circa1865.com
“Even the strongest political conservatives – people who believe in the free market and resist statism, support a strong military defense, and go to church every Sunday – participate in virtue signaling to display their generous intentions, maintain social harmony, and compensate for their illiberal opinions regarding fundamental political, economic and social issues.
Virtue signaling is one aspect of the urgent exhortative tone characteristic of modern liberal society – the “OK guys – let’s all go out today and do the ethical thing!” society.
The spirit behind exhortative liberalism is purely liberal-bourgeois, yet its pedigree traces from the civic boosterism of the conservative bourgeoisie of the 1920’s to whom Sinclair Lewis’s fictional character of the decade gave the name “Babbittry.” In fact there has always been an intimate connection between liberalism and social and intellectual vulgarity . . . Liberalism as an idea is ideally suited to the moral, aesthetic, and political vulgarity of modern commercial-democratic society.
The [Laramie, Wyoming] newspaper [the Boomerang] was founded in 1881 . . . What hard news there is at hand to report daily is buried under alerts, announcements, feature stories and photographs promoting a variety of “awarenesses,” “sensitivities,” and other liberal totems: Big Brother-Big Sister, Violence Against Women Week, Run for the Cure races, rallies to save the climate and fight discrimination against the “LGBT community,” Latina seminars, safe-sex crusades, and Special Olympics weekends.
In the Boomerang’s world, everyone “cares,” “gives back,” “supports,” and “tolerates” from morn to set of sun, and – no doubt – in his dreams as well.
It’s not “nice” to mock, let alone object to, false sentimentality, moralistic self-satisfaction, and virtue signaling, assuming even that people are aware of these things, now as natural a part of the municipal atmosphere as . . . the overflowing bars downtown on Saturday nights, and the ubiquitous message T-shirts advertising (in about equal numbers) commercial products, liberal causes and organizations, and sports teams.
(Message T-shirts are another ubiquitous message from the Exhortative Society, delivered by bipedal human billboards who imagine their fellow bipeds care a tinker’s damn what products they buy, what left-wing causes they support, or what teams the root for.)”
(The Easiness of Being Liberal, Chilton Williamson, Jr., Chronicles, December 2016, excerpts, pp. 9-10)