190 years of The Spectator
18 April 2015
Go to a branch of Whole Foods, the American-owned grocery shop, and you will see huge posters advertising Whole Foods, of course, but — more precisely — advertising how virtuous Whole Foods is: ‘We are part of a growing consciousness that is bigger than food — one that champions what’s good.’ This is a particularly blatant example of the increasingly common phenomenon of what might be called ‘virtue signalling’ — indicating that you are kind, decent and virtuous.
We British do it, too. But we are more sophisticated, or underhand. Mishal Husain was particularly aggressive to Nigel Farage on the Today programme recently, interrupting him mid-sentence, insinuating that he is racist or that, even if he isn’t, his membership is. She would doubtless like to believe that she was being tough but fair.
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