Oxford University Press has declared “rage bait” as the word of the year for 2025, reflecting the prevailing online trend. This term signifies content intentionally created to spark anger, frustration, or outrage to attract traffic to specific social media platforms, as stated by Oxford. Susie Dent, a lexicographer, highlighted that creators of such content often revel in the numerous comments, shares, and likes it garners.
The rise of “rage bait” is attributed to social media algorithms that prioritize negative and provocative content, as opposed to positive material like cute cat videos. This term triumphed over other contenders like “aura farming” and “biohack,” according to public feedback on a shortlist compiled by Oxford University Press lexicographers.
“Aura farming” denotes crafting a public persona to subtly convey confidence, coolness, or mystique, while “biohack” refers to efforts aimed at enhancing physical or mental performance, health, or longevity. The word of the year is chosen by Oxford University Press lexicographers who monitor new words and language usage changes to identify culturally significant terms.
Oxford University Press, known for the Oxford English Dictionary, has been naming a word of the year annually since 2004. Previous winners include “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, describing individuals resisting the return to normalcy post the COVID-19 pandemic.