The same way that "social justice warrior" just refers to anybody who ever cares about anything.
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Most of the times I've been told that I was "virtue signaling", I was defending the value of human lives over money, so there's that.
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Do people not understand that communication is literally always signaling + messaging?
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It’s the dumbest non-phrase.
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Typically I find that if you talk about a good thing and people get mad about it that it is safe to assume they are the opppsite of those good things.
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It's turned in to a way to shame people who stick up for anyone else.
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I've always thought it came with a large side of "and you can't really possibly really believe it; you're just defending it so that others will respect you".
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In theory, I think it can be a meaningful term. For example, there’s some research that when politicians make deals in public, they take longer to agree, probably because they’re virtue signaling. In practice though, it is used as a mindless way to question others’ motivations
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