LONDON — In a definitive reflection of contemporary digital culture, Oxford University Press has declared “rage bait” its Word of the Year for 2025. The selection process, conducted by the publisher’s expert lexicographers, identifies terms that embody the prevailing spirit and significant linguistic developments of the era.
The chosen phrase precisely defines online material crafted with the explicit intention to provoke intense anger, frustration, or moral outrage. This provocative content functions as a strategic mechanism to amplify user engagement—measured through comments, shares, and reactions—thereby funneling substantial traffic toward specific social media accounts and content creators.
Renowned lexicographer Susie Dent, in an interview with the BBC, elucidated the psychological and algorithmic dynamics fueling this phenomenon. “The creators of such content revel in the ensuing storm of millions of interactions,” Dent stated. She attributed the virality of rage bait to social media platforms’ underlying algorithms, which, despite a universal appreciation for positive content, demonstrably prioritize and amplify negative and provocative material due to its superior engagement metrics.
“Rage bait” emerged victorious from a competitive shortlist that included two other digitally-native terms: “aura farming” and “biohack.” The former denotes the calculated cultivation of a public persona designed to project an image of effortless confidence, coolness, or enigmatic appeal. The latter refers to a range of practices aimed at biologically enhancing one’s physical capabilities, cognitive function, or overall longevity.
The final selection incorporated insights from a period of public voting on the lexicographers’ shortlisted candidates, cementing “rage bait’s” status as the most culturally resonant term.
This annual tradition, upheld by Oxford University Press—the publisher of the esteemed Oxford English Dictionary—since 2004, serves as a linguistic barometer. It tracks the emergence of new words and the evolution of language usage, highlighting those with profound cultural impact. Historical selections include “podcast” (2005), “emoji” (2015), and 2022’s “goblin mode,” which captured the post-pandemic reluctance to resume pre-existing social norms.