As media representation of the LGBTQIA+ community increases, there is a rise in both positive and negative representation. The term “queerbaiting” has been an important aspect of the discussion in recent years. Queerbaiting can occur in any form of media- books, movies, T.V. shows and even music. But what exactly is queerbaiting? Wikipedia defines queerbaiting as “a marketing technique for fiction and entertainment in which creators hint at, but then do not actually depict, same-sex romance or other LGBT representation.” In other words, it is a tactic in order to draw in members of the LGBTQIA+ community with a promise of positive queer representation, however, never living up to that promise. It attempts to serve two purposes- attracting an LGBTQIA+ audience without infuriating those having a conservative mindset.
The South Korean music industry, also commonly known as “K-pop” is a prime example of the use of queerbaiting in mainstream media. As the Korean wave spreads across the world, the K-pop industry has been accused of queerbaiting. In traditional Korean society, conservative beliefs regarding the LGBTQIA+ community still hold, however, through queerbaiting, producers found a way to please a global audience as well. It is not uncommon for K-pop stars of the same sex to engage in “skinship” for the sake of popularization.
The Netflix show, “Riverdale ”, a popular teen drama has been under scrutiny for queerbaiting on more than one occasion. Heterosexual characters, part of the shows leading cast, were shown as engaging in homosexual behvaiour in what can be seen as an act of queerbaiting. Another instance of queerbaiting in the series “Harry Potter”. After the series was released, author J.K. Rowling announced that Dumbledore was a gay character, with the underlying connotation that this aspect will eventually be explored in later work, but that was not the case.
In what ways can queerbaiting be harmful? The repercussions of it can be potentially devastating- sending out the message to the community that they are means of entertainment. Such portrayal might also be invalidating. Among various other challenges that the queer community faces this can contribute to the development of depression and anxiety.
According to Ricky Hill, a research assistant professor at Northwestern University Feinberg School of Medicine and a faculty member of the Institute for Sexual and Gender Minority Health and Wellbeing “To never see yourself reflected is just another form of social isolation.”
Moreover, it can also lead to the continued stigmatization of the LGBTQIA+ community.
When touching upon LGBTQIA+ narratives it is important that it is done with care, respect and compassion. However, since it is often not the case, it is up to consumers to be mindful and aware of what they consume.
In Hill’s view, one of the best things to do in order to combat queerbaiting is, “Consume art created by actual queer people.”
In small but significant steps, we as the audience can help contribute to a world that is inclusive, sensitive, respectful and safe for all.
– Urveez Kakalia and Niharika Bhatia.