2025 Oxford word of the year named as “rage bait”

Oxford University Press on Monday announced “rage bait” as the Oxford Word of the Year 2025, selected ahead of finalists “aura farming” and “biohack.” The decision followed three days of public voting, with more than 30,000 participants, combined with sentiment analysis and linguistic evaluation. Last year’s winner, “brain rot,” reflected concerns about the impact of excessive online content consumption on attention and mental focus.

Oxford Languages defines rage bait as online content deliberately designed to provoke anger or outrage through frustrating, provocative, or offensive messaging, often aimed at driving clicks, traffic, or engagement. Its usage has nearly tripled over the past year, mirroring a digital environment marked by social unrest and polarised conversations. In today’s internet culture, particularly among Gen Z, words frequently evolve and take on entirely new meanings, shaped by memes, trends, and the rapid pace of online communication. Rage bait is one such term that captures this shift.

The other shortlisted words for 2025 also reflect evolving digital trends. Aura farming refers to the practice of curating one’s social media presence to generate an idealised image or online aura, often for attention, influence, or social capital. Biohack describes experiments or techniques used to enhance physical or mental performance, often involving technology, diet, or supplements, highlighting the growing interest in self-optimization.

Rage bait first appeared in 2002 on Usenet, initially describing deliberate attempts to provoke drivers. It later evolved into internet slang for viral posts meant to trigger emotional responses and became widely used across newsrooms, digital creator circles, and political discussions. With algorithms increasingly rewarding provocative content, rage-farming emerged, a coordinated approach to generate anger and engagement through divisive narratives and misinformation.

Oxford Languages President Casper Grathwohl commented that the rise of rage bait signals a major shift in how digital content seeks not only attention but emotional influence. “As AI and digital technologies become embedded in everyday life from deepfake celebrities and AI-generated influencers to virtual companions and dating platforms, 2025 has been defined by questions about identity both online and offline,” he said.

Grathwohl added that the surge in usage shows growing awareness of online manipulation. “The internet once competed mainly for curiosity-driven clicks, but now it often targets emotional reactions. Rage bait reflects this evolution and the extremes of online culture, continuing a conversation started with last year’s word, brain rot, about how technology affects our minds and behaviour,” he explained.