The concept of "virtue signaling" defines the expression of moral values with the intent to improve one’s own image. The global epidemic we are experiencing has favoured a new nuance of this attitude, which I define "covirtue signalling": the ostentation of virtue during the Covid-19 pandemic. This phenomenon is linked to another behaviour that is somehow the base of it: the public shaming of other people’s behaviour. The covirtue signaling stance appears to have many as-pects in common with others ideology only apparently opposite, such as the No-Mask movement and the pandemic denial.
Keywords: Virtue signaling, Public shaming, Social media, Covid-19, Media representations