Oxford University Press Names “Rage Bait” Word of the Year for 2025
Oxford University Press has chosen “rage bait” as its word of the year for 2025, highlighting a growing trend in online content that intentionally seeks to provoke anger or outrage. This designation reflects the increasingly contentious atmosphere of social media, where individuals and organizations may prioritize engagement over constructive discourse.
Why It Matters
The term “rage bait” encapsulates a significant shift in how digital media influences public opinion and conversation. With algorithms designed to foster outrage, content creators often leverage negativity to boost metrics such as clicks, shares, and comments. Understanding this phenomenon is crucial as society grapples with the implications of online interactions on mental health and public dialogue.
Key Developments
- “Rage bait” refers to content crafted to provoke anger and drive social media traffic.
- Lexicographer Susie Dent emphasized that this trend arises from how audiences respond more to negative stimuli.
- Other contenders for the word of the year included “aura farming” and “biohack.”
- Oxford University Press has been selecting a word of the year since 2004 to reflect cultural significance in language.
Full Report
Understanding “Rage Bait”
According to Oxford University Press, “rage bait” encompasses online material specifically engineered to induce feelings of frustration or outrage. The intent is often to drive higher engagement metrics on social media platforms. Dent noted that creators of such content often revel in substantial online interactions, indicating the powerful effects of social media algorithms that favor provocative material over more benign content.
Other Contenders
Alongside “rage bait,” the terms “aura farming” and “biohack” were also considered. “Aura farming” describes the practice of curating an appealing public persona that conveys confidence or intrigue, while “biohack” refers to efforts aimed at enhancing health or performance through various methods. Both terms reflect evolving societal interests in personal branding and self-improvement.
Selection Process
The process of selecting the word of the year involves careful analysis by lexicographers who monitor language trends and cultural shifts. This year’s choice follows a public comment period on a shortlist, ultimately leading to a collective recognition of the significance of “rage bait.”
Context & Previous Events
Since 2004, Oxford University Press has annually recognized a word that mirrors the cultural landscape. Previous selections include “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, which described behaviors associated with resistance to returning to pre-pandemic norms.
