The awful rise of ‘virtue signalling’

190 years of The Spectator

18 April 2015

Go to a branch of Whole Foods, the American-owned grocery shop, and you will see huge posters advertising Whole Foods, of course, but — more precisely — advertising how virtuous Whole Foods is: ‘We are part of a growing consciousness that is bigger than food — one that champions what’s good.’ This is a particularly blatant example of the increasingly common phenomenon of what might be called ‘virtue signalling’ — indicating that you are kind, decent and virtuous.

We British do it, too. But we are more sophisticated, or underhand. Mishal Husain was particularly aggressive to Nigel Farage on the Today programme recently, interrupting him mid-sentence, insinuating that he is racist or that, even if he isn’t, his membership is. She would doubtless like to believe that she was being tough but fair. But another force within her was stronger. Mishal was ‘virtue signalling’ indirectly — indicating that she has the right, approved, liberal media-elite opinions, one of which is despising Ukip and thus, most importantly, advertising that she is not racist.

It’s noticeable how often virtue signalling consists of saying you hate things. It is camouflage. The emphasis on hate distracts from the fact you are really saying how good you are. If you were frank and said: ‘I care about the environment more than most people do’ or ‘I care about the poor more than others’, your vanity and self-aggrandisement would be obvious, as it is with Whole Foods. Anger and outrage disguise your boastfulness.

No one actually has to do anything. Virtue comes from mere words or even from silently held beliefs. There was a time in the distant past when people thought you could only be virtuous by doing things: by helping the blind man across the road; looking after your elderly parents instead of dumping them in a home; staying in a not-wholly-perfect marriage for the sake of the children. These things involve effort and self-sacrifice. That sounds hard! Much more convenient to achieve virtue by expressing hatred of those who think the health service could be improved by introducing competition.

There was a time when Britain had a form of Christianity in which pride was considered a sin. Maybe that is part of why some of us find all this virtue signalling obnoxious. It’s just showing off.

For some of us it is both ridiculous and irritating that people who say that they hate Ukip actually believe they are being more virtuous than others who visit the sick, give money to charity or are kind to someone lonely. But the widespread way in which people now proudly boast suggests there is no shame, no reflection.