Overview
The white feather is a widely recognised propaganda symbol. It has, among other things, represented cowardice or conscientious pacifism; as in A. E. W. Mason's 1902 book The Four Feathers. In Britain during the First World War it was often given to males out of uniform by women to shame them publicly into signing up. In the United States armed forces, however, it is used to signify extraordinary bravery and excellence in combat marksmanship.
As a symbol of cowardice
The use of the phrase "white feather" to symbolise cowardice is attested from the late 18th century, according to the Oxford English Dictionary. The OED cites A Classical Dictionary of the Vulgar Tongue (1785), in which lexicographer Francis Grose wrote "White feather, he has a white feather, he is a coward, an allusion to a game cock, where having a white feather, is a proof he is not of the true game breed". This was in the context of cockfighting, a common entertainment in Georgian England.
The Crusades
Shame was exerted upon men in England and France who had not taken the cross at the time of the Third Crusade. "A great many men sent each other wool and distaff, hinting that if anyone failed to join this military undertaking they were only fit for women's work". Wool played an important role in the medieval economy, and a distaff is a tool for spinning the raw material into yarn; the activities of textile production were so firmly associated with girls and women that "distaff" became a metonym for women's work.
World War I
At the start of World War I, Admiral Charles Fitzgerald, who was a strong advocate of conscription, wanted to increase the number of those enlisting in the armed forces. Therefore he organized on 30 August 1914 a group of thirty women in his home town of Folkestone to hand out white feathers to any men that were not in uniform. Fitzgerald believed using women to shame the men into enlisting would be the most effective method of encouraging enlistment. The group that he founded (with prominent members being Emma Orczy and the prominent author Mary Augusta Ward) was known as the White Feather Brigade or the Order of the White Feather.
From Wikipedia (CC BY-SA 4.0).