Oxford Word of the Year 2025: 'Rage Bait' Marks a New Era in Digital Dynamics

The term 'rage bait' has been named the Oxford Word of the Year 2025. Selected after extensive public voting, it epitomizes digital content designed to provoke anger and increase online engagement. This highlights a broader societal shift in how emotional responses are targeted and manipulated online.

The Oxford University Press unveiled the 2025 Word of the Year as 'rage bait' on Monday, marking a significant moment in digital discourse. 'Rage bait' was chosen over other contenders like 'aura farming' and 'biohack' after more than 30,000 individuals participated in the voting process over three days.

Defined by Oxford Languages, 'rage bait' refers to online content crafted to provoke anger or outrage, aimed at driving traffic and engagement to specific web pages or social media content. The use of this term has surged threefold in the last year, amidst a climate of social unrest and digital divisiveness.

Casper Grathwohl, President of Oxford Languages, emphasized the term's significance in illustrating a shift towards emotional targeting in digital content. This trend reflects broader questions about identity in a tech-centric age, as the line blurs between virtual and real-world experiences.

(With inputs from agencies.)