Chinese media production and fandom between queerbaiting and “survival instincts”

Using the term “queerbaiting,” I describe a set of media industry tactics that suggest queer relationships between fictional characters (or real-life celebrities) by intentional hints and jokes to attract audiences. Such tactics are used to encourage online participation by fans of female danmei (literary writings describing homoerotic relationships among male characters, generally written by female authors for a female-dominated audience) in China. By analyzing this strategy, I examine the intersection between three different cultural forces in the Chinese mediascape: the censorship of queer themes, the media industry’s attempts to profit from popular danmei stories, and fans who participate in online data labor. The heteronormative cultural environment in China turned so-called “queerbaiting” practices into a socially accepted and commercially profitable mental game denied of a physical outlet. The de-homoeroticized danmei media adaptations and the fandoms surrounding them show how the media industry and fans interact, negotiate and cooperate for their own interests.