Virtue Signalling

Virtue signalling is a specific thread in the larger tapestry of performativity. It’s an act of signalling moral correctness or social consciousness without necessarily engaging in meaningful or substantive action to back it up. In the context of the broader rise of performativity, virtue signalling fits as a reflection of how society, particularly in the digital age, has come to value visible expressions of alignment with the right causes over actual engagement with the root issues.

The reason virtue signalling is so pervasive is that it plays into the desire for social validation and the fear of being left behind in an increasingly polarised world. In an era of hypervisibility and instant feedback (likes, shares, retweets, etc.), expressing the "right" stance or opinion becomes more about positioning oneself in relation to others, rather than authentically engaging with the complexities of a problem.

Here's how virtue signalling ties into the bigger picture:

1. Visibility over Substance: Virtue signalling is all about showing people that you are in alignment with certain values, often in public and visible ways. This ties into the broader performative trend where the act of appearing to do something is often enough to be deemed valid, even if there's little behind it. It's a reflection of the social pressure for people (and institutions) to appear progressive, caring, or woke, without necessarily doing the deep work required to actually solve the issues.

2. The Shift from Action to Image: What’s fascinating is that virtue signalling has less to do with the material world (policy changes, advocacy, direct action) and more with image construction. It’s often less about the outcome (e.g., making a tangible difference in society) and more about what your actions say about you—especially within a specific social context. It's a way to say, "I am part of this group," without having to do the real work of engaging with that group's underlying issues.

3. Signals as Status: Much like the way brands use performative gestures (greenwashing, for instance), virtue signalling has become a status symbol. If you signal your commitment to the "right" causes, you show others that you have cultural capital—an understanding of social norms and power structures, even if you’re not actively engaging with them in meaningful ways. This can act as a shortcut to social or political legitimacy.

4. Performativity in the Age of Individualism: The rise of performativity correlates with our growing individualism, where personal identity is increasingly shaped by how we present ourselves in the public sphere. Virtue signalling becomes a way for people to define themselves within this context—by what they stand for (or what they performatively stand for) rather than who they truly are or what they actually do. In many ways, it's a strategy for navigating the complex and fragmented cultural landscape.

5. Escaping Accountability: One of the more insidious aspects of virtue signalling is that it allows people to sidestep accountability. By making a grand statement of support or adopting a popular stance, one can bypass the hard conversations, uncomfortable truths, or the deeper involvement that might be required to address real change. It's a way of showing moral alignment without actually challenging one's own privilege, structures, or practices.

Example of Virtue Signalling in Action:

Imagine a celebrity tweeting about a cause, expressing support, and getting applause for it. While this may bring awareness to the cause, the act itself doesn’t actually push for any tangible change. It may provide a platform for others to rally behind the cause, but the celebrity themselves hasn’t made any real personal sacrifice or commitment. It’s an instance of performativity—of signalling an identity that aligns with what is perceived as morally "right"—rather than doing the deep work of addressing the underlying issues.

In this larger cultural context, virtue signalling becomes part of the system of performativity. It’s a visible act of participation in a larger performative game where the audience is just as complicit in maintaining the illusion of progress.

In conclusion, virtue signalling is a microcosm of the performative nature of contemporary society. It's not that it’s inherently bad—it can raise awareness and inspire others—but it’s only effective when paired with tangible action. When it becomes an end in itself, it reveals the tension between the visibility of actions and the actual work needed to address the issues at hand. It’s another example of how performativity, in all its forms, can blur the lines between appearance and substance, leaving us to question: What are we actually accomplishing when we perform actions for the sake of performance?