Language and symbolism carry a profound influence on societal narratives. At times, these elements are employed subtly as ‘dog whistles’, coded messages that communicate particular sentiments to those attuned to their hidden meanings. A notable instance of this practice is the recent usage of the slogan “I ❤️ JK Rowling” or “I ❤️ JKR”. At face value, it appears to be a simple tribute to J.K. Rowling, the acclaimed author. However, this innocent-seeming declaration has been repurposed in a concerning trend, imbued with anti-transgender sentiment.
The initial wave of this phenomenon emerged in Edinburgh, Scotland, in July 2020. Billboards adorned with the “I ❤️ JK Rowling” phrase surfaced across the city. Funded by anti-trans activist Kellie-Jay Keen-Minshull, these billboards became symbolic vehicles of coded messaging, especially considering Rowling’s controversial stance on transgender issues. What may have initially seemed an endorsement of an author’s work revealed a hidden layer of transphobia.
Edinburgh witnessed a second wave of these provocative billboards in September 2020, indicating a persistent and coordinated campaign designed to propagate this hidden message.
The trend didn’t remain confined to Scotland. In Vancouver, Canada, in September 2020, a similar pattern unfolded. A series of billboards displaying the identical “I ❤️ JKR” slogan appeared, funded by Chris Elston, a figure known as “Billboard Chris” and a notable anti-trans activist. This parallel occurrence hinted at a coordinated international effort to disseminate this insidious dog whistle.
Beyond public billboards, this coded messaging has infiltrated other mediums as well. Anti-trans organisations have produced merchandise like stickers and t-shirts displaying the same slogan. This widespread usage underscores the worrying manipulation of a seemingly harmless phrase into a symbol of transphobia.
Given this context, it’s essential to recognise how even the simplest symbols and phrases can be warped to disguise harmful ideologies. Our task is to unpack such dog whistles, confront the transphobia they conceal, and reinforce our dedication to promoting acceptance, equality, and respect for everyone, regardless of their gender identity.