Rage Bait: Word of the Year 2025 Unveils Online Manipulation Tactics

The term 'rage bait', defined as online content designed to provoke anger or outrage, has been named the word of the year 2025 by Oxford University Press. Chosen after a public vote, the term underscores a shift toward digital engagement focusing on emotion-based manipulation rather than curiosity.

'Rage bait' has been crowned the word of the year for 2025 by Oxford University Press (OUP). Defined as content designed to provoke anger and drive online engagement, the term was selected following a public vote, with over 30,000 participants globally weighing in over three days.

This year's choice highlights the growing awareness of online manipulation tactics amidst debates on digital wellbeing and content regulation. The choice of 'rage bait', a combination of 'rage' and 'bait', reflects a significant evolution in the dialogue around how attention is captured and manipulated online.

OUP President Casper Grathwohl notes a shift from curiosity-driven clicks to emotion-driven engagement, marking a new era in internet culture. While similar to 'clickbait', 'rage bait' specifically targets eliciting anger and polarization, spotlighting the dynamic flexibility of the English language in capturing contemporary digital phenomena.

(With inputs from agencies.)