How has the salience of democratic governance varied as an issue and as a basis of social status in the United Nations General Assembly (UNGA) over time? International Relations (IR) scholars typically assume a high salience of democratic governance in international society after the Cold War, yet evidence suggests important fluctuations and that these assumptions should be qualified. This article presents quantitative and qualitative results of a manually-coded content analysis of the UNGA General Debates between 1992 and 2014, with comparison to 1982, illustrating variation in the frequency and content of state representatives’ references to democracy and the use of democratic governance as a symbol of status. What factors influence the salience of a given dimension of social status in an international organisation? Explanations supplement IR approaches with insights from social psychology, including the relevance of high and low identifiers, accessibility, fit, current and anticipated group status, and regional status concerns. The article analyses trends in states’ support for principles underpinning international order, which have broader implications for literature on global governance and status in world politics as well as for international democracy support.