The Harm in Queerbaiting

QUEERBAITING EXAMINED

An exploration of both the harmful effects of queerbaiting and calling it out

THERESA NGUYEN

perspectives editor/photo editor

Queerbaiting: a term that uses a word that it does not represent. With a history spanning to the early 2000s, ‘queerbaiting’ was first coined and popularized by internet fandoms frustrated with the lack of genuine LGBTQIA+ representation in television shows. And while the term has stuck around in today’s generation, its meaning has since been used to describe a variety of circumstances where promises of LGBTQIA+ representation are not kept.

Even though it might seem obvious that using an identity that many identify with as a marketing tool is distasteful, there are many more reasons why queerbaiting is inappropriate and harmful. Not only ambiguous ending read as noncomdoes it lead young teens and chil- mittal to many modern fans. dren to believe that there is little rep- “Because of the relative scarcity of resentation on screen, but it can also queer relationships onscreen, the bait enable corporations to profit from dis- and switch can be especially harmful. ingenuous marketing to the LGBTQ+ Seeing queer representation on TV community. can be incredibly affirming to viewers.

Many pop- When that ular shows and series have used queerbaiting as a tactic to rope in a larger audience, appealing “ “ BECAUSE OF THE RELATIVE SCARCITY OF QUEER RELATIONSHIPS ONSCREEN, THE BAIT AND SWITCH CAN BE ESPECIALLY HARMFUL. SARAH STIEFVATER representation ends up being just for show, it can make you feel like your story isn’t important to those of enough to the LGBTQIA+ community to rake be told—or even that it doesn’t exist,” in monetary profit. Some well-known digital media company PureWow ediexamples include Riverdale, Pitch tor Sarah Stiefvater said. Perfect and, debatably, The Legend Seeing a character they can relate of Korra, which featured an ending to onscreen helps those who are still that left many viewers on the questioning feel more represented. edge of their seats without This is especially applicable to teens any answers. While co-cre- who are still unsure of their identity, ator Bryan Konietzko later especially those that may seek out confirmed that the two fe- movies and films to better understand male characters were themselves through a different lens. indeed in a re- But by using this as a cheap marlationship, keting strategy and not as part of the t h e character’s journey of discovery and growth, movies that queerbait quickly sever the connection between the viewer and character. Said activist and filmmaker L e o

Herrera to Rolling Stone, “[Media makers] play with our lack of representation and desires to get us in the theaters or get us to watch.”

In addition to letting down viewers with expectations of a relatable experience, queerbaiting boils down the heartfelt experiences of many into just another short-lived trend or quirky aesthetic.

An excellent example of this is during Pride Month. Many large companies pretend to care about pride and change their logos to sell products that seemingly support LGBTQIA+ businesses and causes, only to switch back once June ends.

“Companies, including H&M, donate a portion of what their customers spend on pride merchandise to LGBTQ charities. The amount going to charity varies by the compa- ny and product [...] taken in aggregate, this consumerist donation structure creates a context of so-called slacktivism, giving brands and consumers alike a low-effort way to support social and political causes,” VOX Senior Culture Reporter Alex Abad-Santos said.

Even though this does not directly fit the definition of queerbaiting, the companies’ method of promising representation to appeal to a broader audience still applies.

Most of the time, such corporations use LGBTQIA+ color themes and symbols to promote products to their customers, benefiting from an identity that they do not actually care about. When the companies’ facade drops after just one month, it shows how fleeting genuine morale is regarding the advancement of rights for the LGBTQIA+ community and how prevalent their lack of commitment is to pushing for such progress. Queerbaiting is an easy way for such companies to earn brownie points for seeming charitable, exploiting many trying to support a good cause at the hands of selfish enterprises.

Said Stiefvater, “It’s also a way for media to appeal to potential queer consumers without alienating the parts of their audience that might be uncomfortable with queerness.”

Alongside spreading their influence to queer communities, the non-commital tactics that companies use ensure that they are losing any of their conservative customers as well. This reveals how queerbaiting undermines the true meaning of Pride Month, a month dedicated to the LGBTQIA+ community, into just a month where associations can use rainbows and colorful flags to make money at the expense of those who need representation the most.

Despite this, calling out supposed queerbaiting can be just as harmful. Those

who understand the effects of queerbaiting may feel inclined to call out others as they see it. However, because of the vast social media platforms and the broad audiences that come with them, content creators and artists who are either questioning or are part of the LGBTQIA+ community can face backlash for something that may seem like a queerbait.

The backlash is especially harmful to those using their online platforms to try and figure out their sexuality. The threat of backlash could force them to out themselves while they are still unsure, and because of the enormous spotlight that comes hand-inhand with social media, the number of eyes judging them could grow to be millions of people.

There is a fine line between advocating for queer depiction and misusing it, one that results in the tragedy of queerbaiting. While one incorporates queer characters and messages in a way that accurately represents the LGBTQIA+ community, the other harms queer communities and uses stereotypical narratives void of any true meaning to benefit the greed of others