It’s a phrase used to describe someone that goes out of their way to publicly declare they are against something that most of society is already against. It tends to usually involve someone who is not impacted by this issue, using the cause to promote themselves.
Nike making ads to claim to be against discrimination is considered virtue signaling because they have openly defended the CCP.
Another example would be celebrities telling people that “we are all in this together” while recording a monetized video from their million dollar homes.
Leonardo DiCaprio giving speeches about how we are the problem with climate change, while exclusively flying private, and owning multiple ships, goes without question.
It’s a general claim for hypocrisy about a social issue that you are pretending to support.
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