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In the context of social media, heterosexual male celebrities who post content which appeals widely to homosexual men with the intention of gaining attention and fandom from them. Social media posts will often feature the straight celebrity posing with their armpits exposed or will be photographed with well-known "out" celebrities. These posts cause interest and intrigue amongst gay men, therefore gaining the celebrity more followers and likes. This is likely a marketing scheme. Some well-known gaybaiters: Nick Jonas, James Franco, Jake Jyllenhaal, Shawn Mendes, etc... See also gaybaiting, queerbaiting
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