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People use social media (partly) in order to present a certain view of themselves to other people & to themselves. In progressive communities, part of this involves creating the illusion (because it's always an illusion) of moral purity and political righteousness.
That involves sending certain kinds of messages to the in-group, followers, friends, etc. You can see this in play in virtue-signalling, but also in the baroque apologies that follow minor indiscretions. It's the presentation of self in everyday life for the modern woke age.
I actually have a different view of "virtue signaling" and it's one that has a lot more to do with the direct value of the idea. To me, a big part of VS is actually eliminating the costs involved or making them illusionary. The problem with this, and what makes it dangerous..
Is that if there's no costs, it means there's actually no "outer bound" to the idea. If the costs can be shoved onto everybody else, if everybody else has to radically sacrifice/change their behavior, but not the signaler, then there's nothing limiting what can be signaled.
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