Queerbaiting as a strategy for building the image of a brand’s product on the example of movie industry
DOI:
https://doi.org/10.18778/0860-7435.40.06Keywords:
queerbaiting, marketing, TV series, rainbow washing, LGBT+Abstract
The article focuses on defining the term queerbaiting as a market-ing strategy with examples from three TV series: “Wednesday”, “Killing Eve” and “Sherlock” and analyzing posts created on X.com where fans online expressed their views on the topic. Trying to find a fixed definition is prob-lematic because it is a relatively recent concept that appeared in academic literature. The thesis highlights the problem of defining the term but also broadens it to rainbow washing – a strategy used not only in the movie in-dustry to lure audiences by supporting the LGBT+ community.
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