Oxford names ‘rage bait’ as 2025 Word of the Year

Oxford University Press has selected “rage bait” as its 2025 Word of the Year, reflecting the rising influence of provocative online content in shaping digital behaviour. The choice highlights how social media ecosystems increasingly reward posts designed to trigger strong emotional reactions, particularly anger, to boost visibility and engagement.

Meaning and usage of the term

“Rage bait” refers to online material crafted to provoke outrage. Such content is intentionally irritating, offensive or controversial to ensure high interaction. Lexicographers note that algorithms amplify these posts as users respond more readily to negative emotions than to neutral or pleasant content.

Digital dynamics behind selection

Social media platforms promote engagement-heavy posts, helping rage-inducing content spread rapidly. Experts observe that creators benefit from large volumes of comments and shares, regardless of sentiment. This behavioural loop has made the term widely relevant in discussions on online discourse and platform design.

Shortlisted contenders for 2025

Two other expressions reached the final shortlist. “Aura farming” describes the act of curating a public persona that subtly conveys coolness or mystique. “Biohack” relates to efforts aimed at improving physical or mental performance through unconventional methods. Both terms reflect broader cultural shifts toward self-presentation and personal optimisation.

Exam Oriented Facts

• Oxford University Press has selected a Word of the Year annually since 2004.
• Past winners include “podcast” (2005), “emoji” (2015) and “goblin mode” (2022).
• The Word of the Year highlights terms with notable cultural significance.
• Lexicographers study emerging vocabulary and usage patterns to make the selection.

Oxford’s role in tracking linguistic change

The annual selection underscores how language captures social trends. By examining new vocabulary and shifts in expression, Oxford University Press documents how digital behaviour, media habits and cultural movements reshape communication.