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 also included “aura farming” and “biohack.” Over 30,000 people voted for the winner, which language experts then selected based on its impact and usage.
The decision reflects growing awareness of manipulation tactics used online to influence emotions and spark engagement. According to Casper Grathwohl, president of Oxford Languages, the internet has moved from capturing attention through curiosity to hijacking emotions, highlighting the extremes of contemporary online culture. This shift is especially relevant in 2025, a year marked by advances in technology and artificial intelligence, such as deepfakes, AI‑generated influencers, and virtual companions.
Although “rage bait” is a two‑word phrase, Oxford University Press’s lexicographers consider it a single unit of meaning, making it eligible for the award. The Word of the Year can be a single word, phrase, or expression that captures the essence of the year; last year’s choice was “brain rot.” Selecting “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, discussions about online culture and its effects are likely to remain a significant topic in the years to come.
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