YouTubers Need To Stop Queer-Baiting

10 February 2016, 15:04 | Updated: 22 May 2019, 16:19

We the Unicorns

Are YouTubers guilty of this?

This week, YouTuber Ricky Dillon released a video announcing his upcoming book. The thumbnail of the video was ... interesting. Instead of mentioning the book or giving any hints about the project, he went with this image and video title:

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Does this image and title invoke anything for you? Any kind of particular video? If you don't know what I mean, let's take a look at some of the top comments on the video:


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Yes, the serious nature of the thumbnail (where he is looking coy and pensive), combined with the ominous but vague title 'My Secret...' could very much give the impression that this is a 'coming out' video - that is, a video where someone tells their audience for the first time that they are LGBTQ+. Now, this may well just be a misreading of the situation. It may be that it is just coincidental that this resembles a coming out video - but the problem is that Ricky has done this before. In 2013 video he released this video:


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The 'secret' in question was that Ricky had 'multiple personalities' - which were in fact just characters he played. Once again though, that is not what the audience expected when they saw the video thumbnail and title. Here is the top comment on the video:

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Here are some of the replies:


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As you can see: it was pretty decisive. You may ask: why would Ricky do this? Why would Ricky imply that his video is a coming out video? The answer is queer-baiting.


What Is Queer-Baiting?

Queer-baiting is a recent phenomenon that can be described as the deliberate act of implying that you or someone else might be LGBTQ+ in order to generate interest from a liberal/LGBT+ audience. The reason it is 'baiting' is because you never actually give a satisfying answer following your hints. and effectively use the intrigue of the audience as a way to keep them hooked. Shows like Sherlock and Supernatural have long been accused of this: deliberately leaving vague hints that characters may be gay, in order to attract liberal audiences - but then never actually seeing those hints through to the end.



Why Would YouTubers Do This?

'Coming Out' videos have seen huge traction in recent years. Audiences appreciate the rawness and honesty of a creator being outspoken about who they are. They also attract liberal-minded and LGBTQ+ viewers, who are delighted to see sexuality being spoken about in a frank and mature way. They also ... get a lot of views. That's an uncomfortable thing to say, but it's true. Coming Out videos are very popular. I'm not saying that people make Coming Out videos to get views - not at all, that would be monstrous. Coming Out videos are incredibly brave and we should be nothing but supportive of people who make them.


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But what if there was way to give your video the viral popularity of a coming out video, without actually coming out? What if there was a way to attract those curious liberal and LGBTQ+ viewers, without just fully lying to them? That's queer-baiting.


Do YouTubers Actually Do This?

Sadly, yes. About exactly a year ago, there was notable outrage after Joe Sugg decided to announce his new book 'Username: Evie' using this video:


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While it may be possible to give Ricky Dillon some benefit of the doubt regarding his possible queer baiting - this is clear cut. Joe has even used (fan-made) photos of him and Caspar kissing. For the record, his book has exactly zero to do with his sexuality, let alone a possible relationship with Caspar Lee. Also - Caspar isn't even in the video AND the kissing pictures aren't real - they were edited together by shippers. This is both blatant clickbait and blatant queer-bait. The audience noticed this and was not happy. In fact, there was enough backlash that Joe both apologised and changed the video thumbnail (to something actually vaguely relevant to the book):


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The change of thumbnail is significant, because it implies, at the very least, an awareness that the nature of the picture was troubling to his audience. Here is one voice in the LGBTQ+ community, who expressed disappointment:



There Was Also The Curious Case Of Cutforth

In October 2014, Luke Cutforth released a video called 'Coming Out' which - shockingly - lead people to believe he was coming out. In fact, the video revealed that he was 'coming out' as in a straight relationship with fellow YouTuber Emma Blackery. Many lambasted Luke for applying gay-bait to what would have otherwise still been an otherwise lovely video:



Luke also eventually changed the title of the video, though the new title he chose still has arguably queer-baiting overtones:


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Moving Forward

The actual 'guilt' of YouTubers with regard to queer-baiting is something that is up to you to decide, but I think we can all agree that sexuality and coming out are not something to be treated lightly or flippantly. In a world where countries still have the death penalty for being gay and where LGTBQ+ rights are troubled at best even in supposedly progressive nations, it is hard to have sympathy for straight people who exploit the intrigue surrounding coming out as a way to get YouTube views.


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