Oxford University Press (OUP) has named “rage bait” as its Word of the Year for 2025, a term that perfectly encapsulates the emotionally charged, attention-seeking nature of much of the internet this year.
The winning phrase, chosen after a public vote and linguistic analysis, refers to “online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive,” with the primary goal of boosting traffic and engagement. OUP noted that usage of the term had tripled over the past year.
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Casper Grathwohl, President of Oxford Languages, stated that the term’s rise reflects a deeper societal shift: “The fact that the word rage bait exists and has seen such a dramatic surge in usage means we’re increasingly aware of the manipulation tactics we can be drawn into online.” He added that the internet has shifted from seeking curiosity-driven clicks to hijacking and influencing emotions.
“Rage bait” triumphed over two other highly relevant contenders that defined major digital trends in 2025.
Aura farming: The act of cultivating an impressive, charismatic, or mysterious persona or public image, often for online attention or social clout.
Biohack: To attempt to improve one’s physical or mental performance, health, or longevity through lifestyle changes, supplements, or technological devices.
The selection of “rage bait,” following last year’s winner “brain rot,” highlights a complete cycle of digital exhaustion: content engineered to provoke anger (rage bait) leads to constant exposure, which ultimately causes mental fatigue (brain rot).
The focus of the Oxford Word of the Year for 2025 emphasizes the growing public awareness of emotional manipulation in online spaces.
