“Rage Bait” named Oxford’s Word of the Year 2025
OXFORD, UK – Lexicographers at the University of Oxford have selected “rage bait” as their word of the year for 2025, reflecting a growing awareness of manipulative online tactics. The term, defined as deliberately provocative posts on social networks designed to increase reach by evoking negative emotions, has seen its usage triple in the past 12 months, according to Oxford University Press (OUP), publisher of the Oxford English Dictionary.
“The fact that the word ‘rage bait’ exists and that we have seen such a dramatic increase in it means that we are increasingly aware of manipulative tactics in the online space,” said Casper grathwohl, president of OUP Oxford languages’ lexicography department.
Grathwohl distinguished “rage bait” from “clickbait,” which relies on curiosity to generate clicks. He explained that this year’s selection specifically highlights efforts to provoke anger or indignation. “We are witnessing that the Internet increasingly controls and influences our emotions and our reactions,” he added.
The selection of “rage bait” follows last year’s word of the year, “brain rot,” which described concerns about the impact of excessive low-quality online content. Grathwohl noted a connection between the two, stating they represent “a virtuous cycle where outrage leads to greater reach of posts, amplified by algorithms. The constant exposure to this content then exhausts us.”
Other terms gaining traction on social networks and appearing on OUP’s shortlist included “aura farming,” describing the cultivation of an attractive public image, and “biohack,” referring to attempts to improve physical and mental abilities through various means, including lifestyle changes and technological aids.
