‘Rage Bait’ Chosen as Oxford’s 2025 Word of the Year

Oxford University Press has announced its 2025 Word of the Year: “rage bait.” This term has emerged as a response to the increasingly manipulative tactics seen on social media platforms. Usage of “rage bait” has surged threefold in the past year, highlighting the growing awareness of emotional manipulation online.

Understanding Rage Bait

Rage bait refers to online content that is intentionally crafted to provoke anger or outrage. This type of content is designed to elicit strong emotional responses, which ultimately drives engagement. It serves as a reminder of how social media can influence user emotions.

Comparison with Clickbait

Rage bait is akin to clickbait, where attention-grabbing headlines lure users to click on articles or videos. However, while clickbait may pique curiosity, rage bait specifically aims to incite anger or frustration.

Shortlisted Words for 2025

Alongside “rage bait,” two other terms were considered for the title: “aura farming” and “biohack.” Here’s a brief overview of these terms:

• Aura Farming: This term describes the intentional cultivation of an appealing public persona, achieved through confident or charismatic behavior.
• Biohack: Refers to the practice of optimizing personal health or performance through dietary changes, exercise, or technological means.

The Decision Process

The shortlisted words were determined through a public vote, which guided the experts at Oxford University Press. Casper Grathwohl, president of Oxford Languages, noted the significance of “rage bait” in our contemporary digital landscape.

Grathwohl stated that this new term reflects a shift in online communication, where emotional engagement is prioritized over mere attention-grabbing content. He emphasized the importance of recognizing the effects of such content on our mental well-being.

Past Words of the Year

This is not the first time Oxford has recognized significant terms. Previous winners include:

• Selfie
• Goblin mode
• Rizz

Additionally, other dictionaries have named their own words for the year. Cambridge Dictionary chose “parasocial,” relating to one-sided relationships between fans and celebrities. Collins Dictionary opted for “vibe coding,” a term for programming using AI.

The evolution of language reflects our changing social interactions and cultural dynamics. “Rage bait” encapsulates a growing concern about the emotional challenges posed by online engagement.