The Oxford Word of the Year for 2025 has been officially announced as “rage bait,” a term that encapsulates the online dynamics of recent years. This year’s selection process involved a shortlist that included “aura farming” and “biohack,” reflecting the pressing topics in today’s society. After three days of voting from over 30,000 participants, language experts from Oxford deemed “rage bait” the standout choice, influenced by public sentiment, the nature of online discussion, and lexical analysis.
Rage bait refers to online content crafted to provoke anger or outrage, typically aimed at boosting engagement with web pages or social media posts. The increasing prevalence of such content mirrors societal anxieties concerning digital behavior and content regulation, with the term seeing a threefold increase in usage over the past year. Initially used on Usenet in 2002, rage bait has evolved to describe a specific category of viral content, often criticizing the mechanisms of social media that dictate what is amplified online.
As social media algorithms favor provocative content, practices like “rage-farming” have proliferated, focusing on deliberately stimulating outrage to generate increased interaction over time. This term, while resembling “clickbait,” specifically emphasizes the strategic provocation of anger, discord, and polarization.
Casper Grathwohl, President of Oxford Languages, noted that “rage bait” highlights the increasing awareness of emotional manipulation on digital platforms. As technology and artificial intelligence become more entrenched in everyday life, language evolves to capture the nuances of our experiences—both online and offline.
Grathwohl pointed out that the existence of “rage bait” and its notable rise in conversation marks a critical shift from a focus on generating curiosity through engaging content to a more concerning tactic of hijacking emotions. This progression reflects the ongoing dialogue about human experiences in an increasingly tech-driven environment.
Last year’s choice, “brain rot,” underscored the mental fatigue associated with perpetual scrolling, while “rage bait” illuminates the intentional design behind online content aimed at inciting outrage. Together, these terms portray a continuous cycle where outrage generates engagement, algorithms enhance visibility, and users face a barrage of emotionally charged content.
Grathwohl expressed enthusiasm for the engagement generated by the campaign and highlighted the importance of reflecting on the forces that shape language today. As we look forward to 2026, the Oxford Word of the Year serves as a lens through which we can view and understand the evolving landscape of digital interaction and societal conversation.