JoJo Siwa once represented joy, youth and hope. Given her attitude of late – cursing out a fan and claiming she wanted to start an already-established genre of music called "gay pop" – Siwa has now given many the ick. Particularly those in the LGBTQ+ community, of which she's a member.

On a recent Instagram post promoting the 21-year-old's debut EP and single "Guilty Pleasure," one user wrote: "As a gay person we do not claim whatever this is." Another quipped: "Cannot believe THE creator of gay pop missed the opportunity to have a pride month release." Some in the comments were supportive, but they don't change the fact that people are not jiving with Siwa's new darker, grittier aesthetic and approach. USA TODAY has reached out to Siwa's reps for comment.

Siwa's perceived lack of authenticity and ignorance of queer history has turned members of the LGBTQ+ community against her, experts say, and for tangible reasons.

"JoJo Siwa is exemplary of a problem plaguing her generation: willful ignorance about the past coupled with keen eagerness to be 'iconic,'" says Kadian Pow, an expert in popular culture and social media.

But that doesn't mean she can't course-correct.

"As a community, we are often harsh on each other," says Craig Loftin, a lecturer in American Studies at Cal State Fullerton and LGBT and pop culture specialist, "and sometimes that harshness is motivated by love and a desire to help someone. I don’t think the boos are meant to be hateful so much as rather corrective."

JoJo Siwa and 'pick me' behavior

After Siwa released her song and music video called "Karma" on April 5, which features a large cast of female dancers on a yacht, people rushed to share their opinions about her outfits, exaggerated dance moves and voice. A far cry from her "Dance Moms" and Nickelodeon days.

"At its core, JoJo’s pop music rebrand exclaims obnoxious 'pick me' behavior, prompts cringe-worthy audience embarrassment and displays an underdeveloped queer-baiting model curated by record executives," says Melvin Williams, associate professor of communication and media studies at Pace University.

Social media users mocked her for saying she would love to have one of her exes featured on her podcast, “JoJo Siwa Now"; they also were particularly offended by her desire to “start a new genre of music …. called gay pop.”

“The internet has taken me through the freaking ringer,” Siwa said in an interview with Billboard. “But at the end of the day, I made the art that I wanted to, and I’m so happy, so proud, so excited to bring this version of pop music back.”

Siwa has walked back her "gay pop" comments, though that didn't quite dispel criticism of her lack of gay pop knowledge – more specifically "her ignorance of queer history, pop music history, and the important intersections between the two going back to the 1800s," Loftin adds. "And she’s proclaiming that ignorance so loudly and egocentrically that she’s embarrassing herself."

Her grungier, raunchier aeshetic has drawn comparisons to Miley Cyrus, another queer artist who sought to break out of a child star mold.

But "unlike queer artists like Miley Cyrus or contemporarily Chappell Roan, JoJo’s music is devoid of authenticity, commercial success, riveting vocal prowess and the distinctive artistic branding and visuality required to entice queer audiences seeking more nuanced queer musical offerings," Williams says.

In case you missed:The internet is attacking JoJo Siwa — again. Here's why we love to hate.

'I don't understand why you all hate her'

Is all the criticism warranted? No. You can't ignore the undercurrent of misogyny that plagued female stars before her.

"There is nothing new about mainstream criticism of former child stars' development into adults, including disgust about their adult sexual identities," says Shana Goldin-Perschbacher, associate professor of music studies at Temple University's Boyer College of Music and Dance. "Ironically, many child stars are professionally sexualized from the start."

Through this lens, one could understand why Siwa might have booed a fan when she was just trying to live her truth, whether the audience understands it or not (people are also angry she's sexualizing teddy bears in her new music video). That doesn't excuse her behavior. But it's a reminder that these situations are rarely black-and-white. She's also discussed past insecurities.

"I don't understand why you all hate her," a fan wrote in another Instagram comment. "She's trying to be herself. There are millions of people following her if you don't like her music or her fashion choices, don't follow her on social media, follow those you do like. Stop being negative and learn to pick people up instead of putting them down."

Keep in mind:The Taylor Swift jokes have turned crude. Have we learned nothing?

What's next for JoJo Siwa?

Of course, stars have rebranded all the time. Just look at David Bowie and Madonna. Though "for all his shifting personas, Bowie was always weird and arty, his characters (Ziggy Stardust, Aladdin Sane, Thin White Duke) were largely extensions of his original Major Tom persona, not a rejection of it," Loftin says. "Madonna, for all her sudden shifts in appearance and musical style over the years, has never strayed too far from her original Boy Toy persona." Siwa, however, "is trying to negate her original star persona completely, not build off it and add more layers and dimensions. Sudden drastic image changes for celebrities often are met with confusion and scorn by dedicated and casual fans."

This is even more pronounced in the era of social media. People feel like they know Siwa on an intimate level, "thus feel entitled to express themselves bluntly and honestly towards her," Loftin adds.

Only time will reveal where Siwa's place in LGBTQ+ history and pop music lies. Expect the discourse to remain sometimes exhausting, sometimes necessary as we grapple with what queerness looks like in 2024 and beyond.

"The best artists are also students of her craft, especially if they want to be more than a flash in the pan," Pow says. "I'm not sure if JoJo is actually passionate about the music she's making, or if this is a pit stop on the road to discovering her next role."

Contributing: Katie Camero

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