Paul Gauguin – Self-Portrait with Halo and Snake. 1889. Wikimedia Commons.

“Virtue signaling is not a virtue. Virtue signaling is, quite possibly, our commonest vice.”

Norman Doidge

• What does virtue signalling mean and where did the term originate?

This phrase was apparently made popular in 2015 by a journalist, James Bartholomew, in an article in the The Spectator.  However, the concept has existed for far longer, probably as far back as the beginning of humankind!

John Calvin wrote in 1845:

Scene From Bickerstaffe’s Play ‘the Hypocrite’ – Robert Smirke.c. 1768. Wikimedia Commons

“Since we are all naturally prone to hypocrisy, any empty semblance of righteousness is quite enough to satisfy us instead of righteousness itself.”

John Calvin (Institutes of the Christian Religion. (ed) 

The meaning of virtue-signalling is self-aggrandisement hidden beneath apparent humility, or humblebragging (a term coined by comedian Harris Wittels in 2011.)

Having grown popular on Twitter, the phrase virtue-signaller describes someone who makes a statement that is all about false modesty, a way of putting the self down; it involves appearing self-effacing or virtuous, whilst simultaneously and ‘subtly’ showing off…

From: The 50 Funniest ‘Humble Brags’ on Twitter by twistedsifter.

This is one kind of humblebragging, in the form of a complaint; another kind is the humility-centred humblebrag:

“I can’t believe I spilled wine all over the papers I need to sign to put Dylan in the gifted program.”

Mike Spoor on Buzzfeed. 14 Humble Brags By Parents That Make You Think, “Oh Shut Up!”
How WONDERFUL for you.

In their interesting article Humblebragging: A distinct—and ineffective—self-presentation strategy. Journal of Personality and Social Psychology, 114(1), 52–74. (2018) the researchers explain that…

“… we identify humblebragging—bragging masked by a complaint or humility—as a common, conceptually distinct, and ineffective form of self-presentation. We first document the ubiquity of humblebragging across several domains, from everyday life to social media. We then show that both forms of humblebragging—complaint-based or humility-based—are less effective than straightforward bragging, as they reduce liking, perceived competence, compliance with requests, and financial generosity.”

I guess we all humblebrag sometimes. Looking back reflectively, I can identify a couple of cringe-making times I have done it, as a way of telling others about something I achieved, without wanting to brag. But the reality is, I did want to brag, so I certainly wasn’t being authentic!

Insincerity

Sincere Lies is a series of projections on old paintings at Sinebrychoff Art Museum, Helsinki, Finland (2013 by Hanna Haaslahti.)Wikimedia Commons

Virtue signalling does not work because people sense the lack of sincerity behind the words. There is a cover-up, a not-so-subtle lie; the person is wearing a mask in an attempt to hide their bragging. They are thus presenting themselves as though they are not bragging, to make their showing off more acceptable to others. Except that it doesn’t work. People sniff out the insincerity.

The article above further states:

“…research suggests that people can prize sincerity even above competence and warmth in others; research suggests that sincerity is desirable and is seen as particularly fundamental to people’s identity.”

“Lady Bountiful” cartoon by U.S. cartoonist Gene Carr, 1916.Wikimedia Commons

Wiktionary definition: “A woman who patronisingly shows off her wealth by acts of generosity.”

Whilst ‘Lady Bountiful’ may also refer to a wealthy and generous woman, it does often refer to those who indulge in ostentatious acts of charity.

Straightforward bragging, where there is no (barely) hidden superficial humility or complaint, is less disliked than virtue-signalling; at least it is up-front.

• Signals

Often, and sometimes without realising, we all send out signals, which give information to others. We do this through, for example, our  body language, choice of clothes and jewellery, expressions, eye-contact, hand gestures and, of course, words.

The signal – William Powell Frith. Wikioo

 White Peacock. Alena Leonova, Ukraine. 2009. Wikimedia Commons

Animals, too, give signals; the peacock is a prime example. Some people compare the peacock displaying his tail with human virtue-signalling, but this needs some further consideration.

The Puritans – Edgar Bundy. (1862-1922) Wikioo

“Nobody is more dangerous than he who imagines himself pure in heart, for his purity, by definition, is unassailable.”

James Baldwin

This quotation is central to the idea of virtue signalling. Whilst the aim is to present the self in the best possible light, the underlying belief of the virtue-signaller does not match the messages they send out.

Early Puritans of New England Going to Worship. George Henry Boughton.1872. Wikimedia Commons.

The Puritans, for example, were seen by some as far from virtuous, despite their humble appearance and piety. Their punishment of Quakers involved torture, persecution and execution; Mary Dyer dared to disobey their banishment order and returned to Boston from England. She was ultimately hanged when she would not ‘repent.’

Mary Dyer being led to the gallows in Boston, 1660. Wikimedia Commons

Painted by Howard Dyer, in 1905.

Religious virtue-signalling may also be detected in the photograph of Trump, below. His raising of the Bible is intended to show how moral, faithful and honest he is…

Donald Trump St. John’s Church Holding Bible. Wikimedia Commons. 2020

“Letter: Virtue signaling. May 31, 2023
Whenever I see Donald Trump surrounded on stage by American flags or holding a Bible in Lafayette Square, I’m reminded of a quote attributed to Sinclair Lewis: “When fascism comes to America, it will be wrapped in a flag and carrying a cross.”

Waving a flag doesn’t make you a patriot and holding a Bible doesn’t make you religious any more than holding a scalpel makes you a surgeon.”

Gary Griffeth. Anchorage Daily News.

Such crafty, hypocritical, power and glory-seeking behaviour is commonly seen both online and in real life. Joe, a man prominent in his village for doing good works, was in his late seventies. He had the reputation of being something of an irritation to the villagers because he was constantly phoning them and ringing on their doorbells for charity donations.

A rather forceful and somewhat manipulative man, he would ask people to donate clothes and money to charity and then, seemingly, basked in the ‘glory’ he felt this bestowed on him. He was known to be a powerful, aggressive and somewhat acerbic character behind the scenes. The self-righteous, and rather castigatory message given out by him was ‘I am more caring about the needy than you are.’

• Giving to get/salving one’s conscience

There are many motivations for giving, not all are wholesome. Some people might give to appear good in the eyes of society, or to rid themselves of guilt. Others could have a manipulative aim or use their gifts to control others. Whilst in a general sense there is nothing wrong with giving to get (for example love and respect), in some instances, such giving can have a less pure motive.

Many religions urge people to give to others away from the public eye:

“A man who gives charity in secret is greater than Moses.” Rabbi Eleazar.

Muslim people are urged to give charity in secret as well as publicly, but always without showing off to others.

“If you do deeds of charity openly, it is well. But if you bestow it upon the needy secretly, it will be even better for you.” Al Quran.

Wise and aware people know that giving in a showy way can often be more for the benefit of the giver. Ostentatious philanthropy is not in itself ‘bad,’ as the needy still benefit, but it can sometimes be a form of virtue-signalling. It has, inevitably, an ulterior motive.

• Undermining the genuine

However, we need to be careful before we accuse someone of virtue-signalling. This can be a real put-down, and a way of undermining and devaluing a person who is, actually, genuine. It is a way of misconstruing someone’s sincere actions and turning them into something bad. (Telling another that they are virtue-signalling can, in itself, paradoxically, also be virtue-signalling!)

Of course, there are degrees of sincerity; people who are truly involved with their cause will usually not be over-argumentative or critical of others. Those who need to feel virtuous and admired, are more likely to be aggressive or defensive when challenged, as they do not really believe in their cause. Their most important focus is themselves.

Important People. George Lambert. 1914. Wikimedia Commons.

“Half the harm that is done in this world is due to people who want to feel important. They don’t mean to do harm; but the harm does not interest them. Or they do not see it, or they justify it because they are absorbed in the endless struggle to think well of themselves.”

T.S. Eliot

© Linda Berman

If you have liked this post, do become a follower. Without humble bragging, ways of thinking is gaining more and more followers… and that is very encouraging and supportive to me.