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Mistaken view of my virtue

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OPINION: So if you're someone who's ever expressed vaguely liberal views on anything, you've probably been accused of virtue signalling.

For those of you new to this thoroughly modern insult, it originated on Twitter as a way of tearing down someone (usually a leftie) who was only saying/doing something progressive ("virtuous") because they want to look morally superior. Aka, it's feigned virtuousness to score socially progressive brownie points. It's kinda the linguistic equivalent of putting that (totally untouched) copy of The Luminaries on display on your coffee table.

Saying someone is doing something to look good without meaning it isn't a new concept. But it's been an incredibly popular insult in recent years, emerging as a direct challenge to "woke culture" and those who purport to be in it.

Take this week, when Gillette released an ad telling the story of a trans man learning to shave for the first time. This ad series, which kicked off earlier this year with the challenging "boys will be boys", has been hailed alternatively as brilliant, relevant and much-needed nuance in telling stories of manhood, or blatant virtue signalling to win the wallets of the woke.

* Gillette 'toxic masculinity' ad........

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