īy engaging with queerbaiting, fans participate in a form of activism to call for a better form of representation in media. It comes from a larger history of LGBT discourse in media representation dating back to the 1970s from subtle marketing to LGBT people through commercials and books. The term arose in and has been popularized through discussions in Internet fandom since the early 2010s.
Queerbaiting has been observed in popular fiction such as films and television series, but also in celebrities who convey an ambiguous sexual identity through their works and statements. They do so to attract (' bait') a queer or straight ally audience with the suggestion of relationships or characters that appeal to them, while at the same time attempting to avoid alienating other consumers. Queerbaiting is 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. The cast and crew of Sherlock have consistently denied that the relationship between the titular detective and his flatmate is intended to be seen as romantic, but critics have called the depiction queerbaiting.
