Oxford Names “Rage Bait” as 2023 Word of the Year, Reflecting digital Age’s Provocative Turn
OXFORD, England – Oxford University Press announced today that “rage bait” has been selected as its 2023 Word of the Year, chosen by public vote. The term,defined as content designed to elicit an angry response online,edged out contenders aura farming and biohack in a process that included playful depictions of each word on oxford’s Instagram account.
“these words not only define trends; they reveal how digital platforms are transforming our thinking and behavior,” said a representative from Oxford University Press. The selection of “rage bait” underscores a growing concern over the intentional creation of inflammatory online content and its impact on discourse, mental wellbeing, and societal polarization.The rise of such tactics affects anyone engaging with social media, potentially exacerbating conflict and hindering constructive conversation. Oxford’s choice signals a broader cultural reckoning with the manipulative forces at play in the digital landscape.
The public was invited to choose from a shortlist, with Oxford utilizing parody videos on Instagram to illustrate the essence of each term. Aura farming was portrayed as a man meticulously crafting a charismatic persona, while biohack depicted someone pursuing extreme self-optimization through technology and supplements.
According to Oxford’s definition, aura farming refers to the “cultivation of an notable, attractive or charismatic personality (…) presenting itself in a way that subtly attempts to convey an air of confidence, freshness or mysticism.” Biohack,conversely,is defined as “an attempt (…) to optimize one’s (…) health,longevity or well-being by altering diet,exercise routine or lifestyle,or through the use of other means such as medications,supplements or technological devices.”
The depiction of rage bait was particularly striking: a character spilling milk and sugar while making tea, then dramatically removing their toenails and pouring the milk over themselves. This visual representation highlights the frequently enough-destructive and self-sabotaging nature of engaging with, or creating, deliberately provocative content.
