Oxford University Press Declares “Rage Bait” Word of the Year 2025

Oxford University Press has selected “rage bait” as its word of the year for 2025, highlighting a significant trend in online discourse. This term describes content specifically crafted to provoke anger or outrage, serving to generate traffic to social media accounts. According to the press release, the intention behind such content is to engage audiences through frustration or provocation, resulting in numerous comments and shares.

Susie Dent, a prominent lexicographer, elaborated on the phenomenon during an interview with the BBC. She noted that the current algorithms employed by social media platforms often favor negative content, stating, “Although we love fluffy cats, we tend to engage more with negative content and content that really provokes us.” This insight underscores the role of social media in shaping language and communication patterns.

Competing Terms and Cultural Significance

“Rage bait” outperformed two notable contenders: “aura farming” and “biohack.” The term “aura farming” refers to the practice of cultivating a public image designed to project confidence or mystique. On the other hand, “biohack” pertains to attempts to enhance physical or mental performance for improved health and longevity.

The selection process for the word of the year involves careful analysis by lexicographers at Oxford University Press, who examine emerging words and shifts in language usage. The aim is to identify terms of cultural significance that resonate with contemporary society. This annual tradition has been in place since 2004, with previous winners including “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, which described a reluctance to return to pre-pandemic normalcy.

The impact of language evolves alongside societal changes, and “rage bait” encapsulates the current digital landscape. As online interactions continue to shape public discourse, terms like these reflect broader trends in how people communicate and respond to content. The recognition of “rage bait” serves as a reminder of the complexities of online engagement and the power of language in the digital age.