LGBTQ+ representation in mainstream media remains inconsistent. The portrayal of queer identities in pop culture has led to both visibility and erasure. A notable issue is queerbaiting, where celebrities tease queer themes or relationships without genuine commitment. While these moments can spark debate and boost visibility, they also risk misleading or commodifying LGBTQ+ audiences.
What Is Queerbaiting?
Queerbaiting is the strategic use of queer-coded language, imagery, or behavior to attract LGBTQ+ attention without offering genuine representation. It appears in music videos, social media, film, and television storylines, and public performances. While it may seem inclusive, it often falls short of meaningful visibility.
This practice enables individuals and brands to accrue cultural capital through queer inclusion without incurring the associated risks and responsibilities. Queerbaiting exploits the demand for representation while avoiding accountability. When queer visibility is used as a marketing tactic rather than a genuine commitment, it undermines the progress made by those advocating for authentic inclusion.
Queerbaiting involves using queer-coded or suggestive content—like flirtation and ambiguous relationships—without explicit confirmation of LGBTQ+ identities. This approach lets creators attract queer audiences while avoiding full representation. The key aspect of queerbaiting is the ambiguity, allowing for plausible deniability despite the hints dropped in film, music, or social media.
The goal is to engage LGBTQ+ fans seeking representation and support for inclusive content. This can create buzz and increase followers without the risks associated with authentic queer visibility. Queerbaiting also occurs in celebrity branding, where stars use queer aesthetics or language to seem progressive without genuine commitment.
Queerbaiting Across Media and Culture
JoJo Siwa publicly came out as part of the LGBTQ+ community in 2021, embracing her queer identity through her performances and branding. In 2024, she confirmed a relationship with Chris Hughes, whom she met on Celebrity Big Brother UK in April 2023. Hughes and Siwa, initially friends, grew closer after Hughes defended Siwa against a homophobic comment. After dating Kath Ebbs, Siwa identified as queer and confirmed her relationship with Hughes on June 2, 2025.
Their relationship showcases a genuine connection, drawing attention for its positivity and Siwa’s openness. Her journey has sparked essential discussions about queer identity and embracing one’s true self beyond labels.
At the 2025 American Music Awards, Jennifer Lopez opened with a high-energy medley of 23 songs in six minutes. During the performance, she kissed both a male and a female dancer, sparking discussions about queer representation. Some questioned whether this was queerbaiting — using queer imagery for publicity without authentic representation.
Critics argue such gestures exploit queer aesthetics rather than providing genuine visibility. Lopez’s recent divorce from Ben Affleck and comments about not seeking a new relationship added layers to public reactions. Some fans praised her boldness, while others emphasized the need for meaningful representation over performative acts, highlighting ongoing debates about authenticity in LGBTQ+ themes in entertainment.
Patterns of queerbaiting appear across various media. Shows like Supernatural, Sherlock, and Riverdale hint at same-gender romantic tension without follow-through, leaving queer fans feeling misled. In music, artists such as Rita Ora, Ariana Grande, and Billie Eilish suggest queerness in their work but lack meaningful engagement with LGBTQ+ communities, often drawing backlash. Similarly, brands frequently engage in “rainbow capitalism” during Pride Month without year-round support for LGBTQ+ causes.
The Need for Authentic Representation
Public figures like Harry Styles, Dove Cameron, and Madonna add complexity to the conversation around LGBTQ+ representation. Styles uses queer-coded imagery while avoiding labels; Cameron openly embraces her queer identity while navigating mainstream pop culture; Madonna’s use of LGBTQ+ themes sparks debate about cultural appreciation versus appropriation.
The queerbaiting debate highlights a broader tension in pop culture regarding who can authentically tell queer stories. It highlights the ongoing need for genuine representation that goes beyond surface-level engagement and performative gestures. As conversations about LGBTQ+ visibility evolve, accountability and sincerity remain crucial for meaningful progress.
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