Queerbaiting is the outcome of increased paratextual discourse about LGBT content at a specific moment of queer contextuality. We might be tempted to reserve the term, in the sense that I use it, for media texts that fail to have canonically queer characters despite textual and paratextual content that suggests the possibility. However, doing so would not explain why The 100, with a canonical F/F couple, has also been widely cited as an example of queerbaiting. The crucial element is not a lack of canonicity, but how satisfactorily queerness plays out in the canonical text relative to viewer expectations that emerge from the reading of multiple texts and paratexts and that take account of queer contextuality.
Ng, Eve. 2017. “Queerbaiting and the Contemporary Media Landscape in Rizzoli & Isles and The 100.” In “Queer Female Fandom,” edited by Julie Levin Russo and Eve Ng, special issue, Transformative Works and Cultures, no. 24.