Oxford University Press has declared “rage bait” as the word of the year for 2025, reflecting the prevailing online trend. This term describes content intentionally crafted to spark anger or outrage by being provocative or offensive, aiming to drive traffic to specific social media profiles, as stated by Oxford.
Susie Dent, a lexicographer, highlighted that creators of “rage bait” often garner numerous comments, shares, and likes due to the engagement generated by such content. The preference for negative and provocative material stems from social media algorithms, which show that users tend to interact more with contentious content than with positive posts, Dent explained in an interview with the BBC.
Among the contenders considered by Oxford lexicographers, “rage bait” triumphed over “aura farming” and “biohack.” “Aura farming” denotes the cultivation of a public image to subtly convey confidence or mystique, while “biohack” refers to attempts to enhance physical or mental performance, health, or longevity.
The word of the year selection process at Oxford University Press involves analyzing new and evolving vocabulary and language usage patterns to pinpoint words with cultural significance. This annual tradition, initiated in 2004, has previously honored terms such as “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, which described individuals resisting the return to normalcy post-COVID-19.
The announcement of “rage bait” as the word of the year aligns with Oxford University Press’s commitment to recognizing language evolution and cultural trends, maintaining its tradition of identifying impactful terms annually.
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