Salient normative status dimensions, or the socially significant and widespread ideational bases on which states seek to be viewed positively in international societies, pattern inter-state relations and signal fluctuating values underpinning an international order. Their dynamics, however, are not well understood. This article introduces an analytical framework to study relations between issue salience and status dimension salience in an international society over time. To what extent have democracy, human rights, economic development, social development and fighting poverty, gender equality, and environmental protection gained, lost or retained salience – both as issues and as sources of states’ domestic-level social identifications? Empirically, the article analyzes trends in the salience of issues and of normative status dimensions in the six above-mentioned issue areas, using manually-coded content analysis and automated text analysis of United Nations General Assembly (UNGA) General Debate (GD) speeches between 1978 and 2023. Findings include that there has been an expansion of the characteristics, efforts and aspirations with which state representatives in this venue express their states’ positive social identities, adding new layers to the normative foundations underpinning international order.