Queerbaiting

Queerbaiting is not as “queer” as it seems. Queer theory suggests that although queerbaiting focuses on promoting genuine representation and queer identities, queerbaiting is subject to the binary (queer versus non-queer) produced from a heteronormative discourse.[12] Moreover, the absence of actual queer representation suggests queerbaiting reinforces heteronormative stereotypes about queer people and their behaviors. Stereotypes are damaging for the queer community because it progresses the marginalization of already marginalized identities. Furthermore, queerbaiting leads to typecasting, and thus becomes mockery within production.[14] Queerbaiting encourages an audience to form queer ideologies without true queer representation.

Researchers suggest that although queerbaiting harms queer people, appropriate queer representation can be noticed and applied.[15] Because queerbaiting was derived via literacy interpretation, queerbaiting helps research appropriate a queer interpretations. Despite the many criticisms regarding queerbaiting as vigilant, it has provoked a community to rise up and demand better than dormant representation.[13] Queerbaiting has also enabled a shift in perspective from queer visibility to queer representation, in which queer people are beyond acknowledgement and maintain equal value to heterosexual representation.[12]

Queer fans have reacted with concern and anger to an identity they consider defining being used as a mere marketing ploy, a plaything for creatives, a mark of "edginess", or a commodity.[11]

Fans have derided, for instance, queer characters being used as plot devices rather than as characters for their own sake. For instance, Glee, a series with many queer series regulars, was criticized by fans for presenting "superficial stereotypes of queerness for dramatic effect".[16]

Queer fans consider queerbaiting as "a way to throw us a bone when we normally wouldn't have anything, to acknowledge that we're there in the audience when the powers that be would prefer to ignore us".[17] Emmet Scout wrote that "queerbaiting works on its audience because it offers the suggestion that queer people do have a vital place in these stories, that they might even be the defining figures, the heroes. The suggestion—but not the reality."[18] Rose Bridges summarized the practice's effect on queer fans as receiving "just enough [representation] to keep us interested, but not enough to satisfy us and make us truly represented."[17]

According to media scholars, the perceived increase in queerbaiting reflects a shift towards a more positive perception of queer relationships in modern societies—and therefore, in a sense, societal progress.[11] However, the same societal shift has also increased expectations by queer fans as to the quality and authenticity of queer representation—they demand not just any representation at all, but rather "respectful and meaningful depictions" of their relationships.[11] That is why, according to media researcher Eve Ng, the ambiguous sexuality projected by twentieth century entertainers such as David Bowie, Elton John and Madonna was not scrutinized to the same degree as that of their successors.[11]

Various businesses and corporations, such as Starbucks, Ben & Jerry’s, and Tylenol have showcased queer people and queer families in advertisements, helping to normalize and increase awareness surrounding the queer community.[14] Although greater awareness for queer people is a positive side effect of queerbaiting, typical depictions of the queer community within advertisements include homogenous white middle-class individuals/couples.

Queerbaiting has brought the spending power of the queer community to light, and businesses make economic decisions that promote and support the queer community and its representation that ultimately entices the pink dollar. Terms associated with the queer community, like pink money, have shown the importance of queer people within an economy and a society.[14]

In fiction, the following characters, or relationships between characters of the same sex, have been interpreted as examples of queerbaiting by at least some reliable media sources. This interpretation is not necessarily shared by all critics or fans.

• 9-1-1: Evan "Buck" Buckley and Edmundo "Eddie" Diaz.[19]
• Glee: Rachel Berry and Quinn Fabray.[5]
• Merlin: Arthur Pendragon and Merlin.[4]
• Once Upon a Time: Regina Mills and Emma Swan.[20]
• Riverdale: Betty Cooper and Veronica Lodge,[21][5] and Archie Andrews and Joaquin DeSantos.[22]
• Rizzoli & Isles: Jane Rizzoli and Maura Isles.[23]
• Sherlock: Sherlock Holmes and John Watson. Cast and crew of Sherlock have consistently denied that the relationship is intended to be seen as romantic,[1][2] to the dismay of many fans.[3][4][5]
• Supergirl: Kara Danvers and Lena Luthor.[5]
• Teen Wolf: Derek Hale and Stiles Stilinski.[24][25][26]
• Voltron: Legendary Defender: Shiro and Adam.[27]

Some series did portray a same-sex relationship after being criticized for queerbaiting:

• Killing Eve: The series was criticized for queerbaiting with the relationship of the main characters Eve and Villanelle in seasons 1 and 2.[28][29][30] After they kissed in season 3,[31] critics reassessed the series's approach to their relationship.[32][33]
• Supernatural: The relationship between Castiel and Dean Winchester was seen as queerbaiting by fans.[34][5] In the fifteenth season (2020), Castiel confessed his love to Winchester, and promptly died.[35]

• Black Panther: Okoye and Ayo.[36]
• Beauty and the Beast (2017): LeFou and Gaston.[37]
• Fantastic Beasts: The Crimes Of Grindelwald: Albus Dumbledore and Gellert Grindelwald.[38]
• Pitch Perfect: Beca and Chloe.[39][40]
• Star Wars: The Rise of Skywalker: Finn and Poe.[41][42]
• Thor: Ragnarok: Valkyrie.[43]

In Youtube, many criticisms regarding queerbaiting have come to light in recent years. Queerbaiting on Youtube has been a popular marketing technique to attract queer audiences in order to gain success. Queer behaviors have become a fundamental attribute of queerbaiting, in which Youtube influencers display overt homosocial acts to allude to underlying queer identities. Especially in collaboration with each other, influencers publicize queerbait to receive the views of queer consumers while enticing the pink dollar.[14]

In music, Katy Perry's 2008 song "I Kissed a Girl" raised concerns because, according to one reviewer, "its appropriation of the gay lifestyle exists for the sole purpose of garnering attention".[44] Perry said in 2017 that she has done "more than [kissing a girl]" and is attracted to women, without specifying or labeling her sexuality.[45] The singers Ariana Grande (in 2019) and Rita Ora (in 2018) were also criticized by fans for queerbaiting after their lyrics contained references to bisexual love. In response to these concerns, Ora came out as bisexual to her fans.[11]

In advertising, the clothing label Calvin Klein apologized in 2019 for queerbaiting the public with an advertisement in which the model Bella Hadid kissed the character Lil Miquela.[46]

In theater, the relationship between Albus Severus Potter and Scorpius Malfoy in Harry Potter and the Cursed Child was criticized as queerbaiting.[47][48]