Hypothesis: A substantial part of what people call "virtue signaling" is actually self-righteousness - i.e., signaling your virtue to yourself, rather than to other people.
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Suggest might read
@robinhanson book https://www.amazon.com/Elephant-Brain-Hidden-Motives-Everyday/dp/0190495995/ref=nodl_ …. Essentially entire book about importance of human self deception. And describes/references many interesting experiments that show it. If don’t have time, as w many of these types of books, 1st 20% gives good overview.
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Self-deception in the sense that people often don't use their signaled virtues as the actual basis of their decisions; hypocrisy is common, and ethical consistency is rare.
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Hmm. I agree ethical consistency is rare, but mainly because real situations are so complex that no set of ethical principles really *can* be applied consistently in practice...
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How does this compare to the more divisive and seemingly more profitable hate signaling?
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