Queerbaiting has become a noticeable issue in modern media and marketing, where LGBTQ+ representation is often promised but never fully realized. While this tactic may draw in audiences, it ultimately invalidates the experiences of queer people and can be harmful to the mental health of LGBTQ+ individuals. This article explores what queerbaiting is, why it’s harmful, and how individuals can take steps to stop it.
What is Queerbaiting?
Queerbaiting is a marketing tactic used by creators in TV shows, movies, music, books, and other forms of media, where they hint at the inclusion of queer content but fail to deliver. Essentially, queerbaiting occurs when the creators present an LGBTQ+ relationship, character, or storyline to appeal to the queer audience but never fully commit to it.
For example, in many TV shows, characters may share flirtatious moments, exchange meaningful glances, or even have social media campaigns promoting a potential queer relationship, only to be disappointed when it turns out to be a platonic friendship or heterosexual relationship. This bait-and-switch tactic frustrates and invalidates the queer community, leaving them waiting for a representation that never comes.
Dr. Ricky Hill, a research assistant professor at Northwestern University, explains that queerbaiting often occurs in TV shows, but it can also happen in movies, books, music, and other forms of media. It lures the LGBTQ+ audience with the promise of queer representation (the "bait") but never fully delivers on that promise (the "switch").
The History of Queerbaiting in the United States
The concept of queerbaiting has evolved over time. Historically, during the Lavender Scare of the 1950s, there was widespread persecution of LGBTQ+ individuals, especially those in governmental positions. During this period, queer people had to hide their identities to avoid losing their jobs or facing public shame. At the same time, individuals posing as allies or members of the LGBTQ+ community would sometimes "queerbait" to gain trust from those who were queer, only to betray that trust by outing those who came out to them.
While queerbaiting today is primarily used for entertainment and media purposes, it stems from similar tactics of false promises and the exploitation of LGBTQ+ individuals for personal gain.
Why Does Queerbaiting Happen?
Queerbaiting exists because creators and marketers often recognize the buying power of the LGBTQ+ community but are reluctant to fully embrace queer representation. Dr. Raina Deerwater, entertainment research and analysis manager for GLAAD, explains that during the early to mid-2010s, queer representation in media was still seen as a risk, and content creators were hesitant to portray LGBTQ+ characters or couples openly. Instead, they would tease these possibilities to attract a queer audience without fully committing to inclusive storytelling.
This strategy allowed creators to capitalize on the popularity of queer themes while still maintaining the comfort of a mainstream, often heteronormative, narrative. However, with the increasing success of shows like "Sex Education," "Pose," and "Dickinson," which feature queer characters and relationships without the need for baiting, the media landscape has begun to shift.
Why Queerbaiting is Harmful
The Toll on Mental Health
Queerbaiting not only misrepresents LGBTQ+ experiences but also takes a mental toll on queer viewers. For many individuals in the LGBTQ+ community, media representation is a form of validation. When queer relationships are hinted at but never fully realized, it can feel like a betrayal. Dr. Hill recalled watching "Xena: Warrior Princess" as a teenager, eagerly waiting for the characters Xena and Gabrielle to become a couple, only to be disappointed when it never happened.
He describes this experience as "invalidating" because it created hope for queer representation that was never fulfilled. The emotional impact of these bait-and-switch tactics can lead to feelings of loss and frustration, particularly for younger LGBTQ+ individuals who rely on media to see themselves reflected.
Social Isolation
When queer individuals never see themselves represented in media, it leads to a form of social isolation. Dr. Hill highlights that social isolation exacerbates feelings of depression and anxiety, both of which are prevalent in the LGBTQ+ community. Queerbaiting contributes to this isolation by preventing society from seeing LGBTQ+ people as "normal," reinforcing the stigma that they are not worthy of full, positive representation.
Invalidating Queerness
Queerbaiting implies that queer identities and relationships are "less valid" or "not worthy of fulfillment" in mainstream media. Dr. Hill argues that this type of representation erases and dismisses queer identities, reinforcing harmful stereotypes that LGBTQ+ people don’t matter or deserve recognition. This practice contributes to the continued erasure of LGBTQ+ people in both media and society.
Is Society Progressing in Terms of Queer Representation in Media?
While queerbaiting continues to be an issue, there has been noticeable progress in media representation. According to the 2020 GLAAD Studio Responsibility Index, the number of LGBTQ+ characters in theatrically released films has increased, and TV shows are making strides toward featuring more diverse queer narratives. However, the overall inclusion of queer characters is still far from where it needs to be.
Dr. Deerwater notes that while TV shows are increasingly inclusive, films have been slower to catch up. Despite this, there is hope that content creators will take cues from successful TV shows that embrace LGBTQ+ representation and start offering more inclusive content.
How You Can Help Stop Queerbaiting
Stopping queerbaiting requires collective action from both media creators and consumers. Here are some steps you can take to combat this harmful practice:
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Familiarize yourself with queerbaiting: Educate yourself about queerbaiting and how it shows up in media. Recognize the signs and be aware of when creators are exploiting LGBTQ+ narratives for profit without providing meaningful representation.
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Call it out when you see it: If you see queerbaiting in media, speak up. Whether it's through social media posts, forums, or conversations with friends, raising awareness helps to hold creators accountable.
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Support LGBTQ+ creators: One of the best ways to combat queerbaiting is to support art created by LGBTQ+ people. When creators from within the community are in control of their narratives, it reduces the need for pandering and marketing tactics.
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Educate others: Talk to your friends and family about the harmful effects of queerbaiting. Help them understand why it’s problematic and why LGBTQ+ representation matters.
A Quick Review
Queerbaiting is a harmful tactic used by media creators to lure in LGBTQ+ audiences with the promise of queer representation, only to disappoint them with empty gestures. This bait-and-switch tactic perpetuates invalidating stereotypes, harms mental health, and contributes to social isolation for queer individuals. As consumers, we have the power to call out queerbaiting, support LGBTQ+ creators, and advocate for genuine, fulfilling queer representation in media.
