Oxford University Press (OUP) has announced rage bait as its 2025 Word of the Year, spotlighting the rising influence of online outrage on global conversations. The term, which has seen a threefold increase in usage over the past year, refers to digital content deliberately crafted to provoke anger or frustration in order to boost engagement.
OUP describes rage bait as manipulative material designed to trigger emotional reaction. Rage bait is an evolution from earlier attention-grabbing trends like clickbait. The publisher says the surge in usage reflects heightened public awareness of how digital platforms influence behaviour.
Casper Grathwohl, president of Oxford Languages, said online culture has undergone a major shift. “We’ve moved from sparking curiosity to manipulating emotions,” he noted. “Rage bait represents a broader debate about humanity in a tech-driven world.”
Other shortlisted terms by Oxford include ‘Aura farming’ and ‘biohack.
Aura Farming is a term used to describe crafting a charismatic or mystique-filled public image. It refers to intentionally projecting confidence or coolness to shape how others perceive you, particularly on social media.
The second contender, biohack, relates to efforts to improve physical or mental performance through lifestyle changes, supplements, diet adjustments, or technology-based interventions. The term reflects the growing popularity of personal optimisation trends.
Reflecting 2025’s Digital Mood
Last year’s winner, brain rot, focused on the mental fatigue linked to endless scrolling on social media sites. This year’s winner continues that narrative by highlighting how outrage-driven content affects online behaviour.
Other dictionaries selected terms with similar digital undertones: Cambridge chose parasocial, referring to one-sided relationships with public figures, while Collins Dictionary named vibe coding as its Word of the Year.
Oxford Names ‘Rage Bait’ Word of the Year 2025
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