Hidden influences in Chinese streaming platforms under an algorithmic gaze: How influencers use straightbaiting and queer representation

This chapter explores China’s growing influencer market, one of the largest globally, and the emergence of a creative class of influencers who fuels the country’s digital and creative economy. It examines key challenges faced by entrepreneurial influencers, called wanghong (net red), including their straightbaiting strategies and tactics (similar to Western “queerbaiting”), visibility endeavours, and the influence of an algorithmic gaze across international platforms. By analysing notable Chinese influencer case studies, the chapter highlights the global impact of these issues and situates influencer marketing within China’s platform economy.