Oxford University Press has announced “rage bait” as its Word of the Year for 2025, marking a significant shift in online culture. The term, defined as online content designed to elicit anger or outrage, was chosen from a shortlist that included “aura farming” and “biohack.” Over 30,000 people voted for the winner, which was ultimately selected by language experts based on its impact and usage.

The decision reflects the growing awareness of manipulation tactics used online to influence emotions and spark engagement. According to Casper Grathwohl, president of Oxford Languages, the internet has transitioned from grabbing attention through curiosity to hijacking emotions, highlighting the extremes of online culture. This shift is particularly relevant in 2025, a year marked by advancements in technology and artificial intelligence, including deepfakes, AI-generated influencers, and virtual companions.

The choice of “rage bait” as Word of the Year may raise questions about its composition, as it is a two-word phrase. However, Oxford University Press’s lexicographers consider it a single unit of meaning, making it eligible for the award. This is not unprecedented, as the Word of the Year can be a single word, phrase, or expression that captures the essence of the year.

Last year’s Word of the Year was “brain rot,” and the selection of “rage bait” for 2025 underscores the ongoing conversation about the impact of technology on human behavior and online culture. The term’s surge in usage highlights the need for awareness and critical thinking in the digital age. As technology continues to evolve, it is likely that the conversation around online culture and its effects will remain a significant topic of discussion in the years to come.