Oxford University Press has announced “rage bait” as its word of the year for 2025, highlighting a growing trend in how online content is created to provoke strong emotional reactions. The term refers to manipulative practices aimed at driving engagement on social media by intentionally inciting anger or outrage. Usage of “rage bait” has surged threefold over the past year, with the term beating out competitors such as “aura farming” and “biohack.”
The selection of words aims to capture the prevailing moods and discussions that have influenced the cultural landscape of 2025. Rage bait, according to Oxford, describes content purposely designed to frustrate and provoke users, akin to clickbait but with a more concentrated effort on eliciting anger. This content is often used to boost traffic to websites and social media profiles.
The other shortlisted terms carry distinct meanings. “Aura farming” refers to crafting an appealing persona to convey confidence or charm, while “biohack” denotes efforts to enhance one’s physical or mental performance through various methods including diet and technology.
Casper Grathwohl, president of Oxford Languages, noted the significance of the word’s rise in popularity. He remarked that while the internet previously focused on piquing curiosity for clicks, the current landscape is dominated by tactics that manipulate emotions. Grathwohl emphasized that this shift reflects a deeper conversation about the human experience within a technology-driven environment, particularly the extremes of online culture.
The recognition of such terms underscores an ongoing struggle to maintain mental well-being amidst the challenges posed by constant online engagement. Previous winners of the word of the year include “goblin mode,” which reflects a slang term for laziness, and “brain rot,” pertaining to the mental fatigue resulting from excessive scrolling on platforms like Instagram and TikTok.
In a broader context, the lexicon reflects the changing dynamics of social media and its profound effects on human interaction and society. As we navigate this evolving digital landscape, being aware of terms like rage bait may empower users to approach online content with greater mindfulness and resilience.