‘Queerbaiting’ What It Is and Why It’s Harmful

In the last few years, many high-profile celebrities and influencers have been accused of ‘queerbaiting’; a term coined by the internet which refers to a marketing technique that content creators use to draw in audiences. In an era where so many seek to find representations of themselves in the media, queerbaiting plays on these desires and uses labels to manipulate consumers. The nuance of the situation lies in the fact that due to the private nature of celebrities, internet gnomes cannot be certain whether an artist is leveraging a part of their identity or queerbaiting.

What is ‘Queerbaiting’ exactly?

‘Queerbaiting’ is defined as “the incorporation of apparently gay characters or same-sex relationships into a film, television show, etc. as a means of appealing to gay and bisexual audiences while maintaining ambiguity about the characters' sexuality” by the Oxford Dictionary. It is important to remember that ‘queerbaiting’ does not necessarily mean the incorporation of characters into a show but rather implying that a character/person is queer yet not offering real representation. This tactic attracts a queer/straight ally audience while not alienating homophobic and more conservative audiences.

Why do people use it?

It may seem counter-intuitive for media companies to use queerbaiting as a marketing tactic seeing as the rise of homophobia in the American South may mean that it is closing itself off to a larger market. However, oftentimes, queerbaiting is so subtle that those not in tune with queer culture may brush it off, making it appeal to more than one audience.

How the term has shifted:

As with every other internet slang word (such as ‘gaslighting’ and ‘gatekeeping’), a word will eventually become so widespread that it loses its original meaning–reduced to a popular term used in every situation imaginable. This means that it has also been weaponized against celebrities, calling them out and “holding them accountable” for a false portrayal of the LGBTQ+ community.

The problem with ‘queerbaiting’ accusations:

The problem with these accusations, however, is that they can be extremely damaging to a person/film/TV show’s career, without holding much truth or weight. In these ‘queerbaiting’ accusations, they also brush off those who are simply not comfortable with their sexuality being known by the public, those who are questioning, and those who may prefer to not label themselves. In a famous example, Kit Connor, a famous actor known for the show, ‘Heartstopper’, was forced to come out as bi at the age of 18 because of queerbaiting accusations. Connor played Nick Nelson, a year 11 rugby player who struggled with his bisexuality until meeting his boyfriend Charlie. Many fans speculated that Connor himself may not be queer, following a series of photos being released of him holding hands with a girl and many jumped to accuse him of taking queer roles away from queer actors. The backlash got so bad that Connor himself had to take to Twitter to come out as bi.

This example not only shows how we as a society have completely lost the plot but also the dangers of ‘cancel culture’ and ‘accountability’ online. With queerness being a spectrum, there are always going to be blurred lines. While queer fans can rightfully feel used or manipulated, it is important that people keep in mind that celebrities have a life outside of what we see, and they do not owe it to us to show everything. Keep media companies and large franchises in check but do not target individuals for something that is as private and ambiguous as their own sexuality.