Oxford University Press has designated "rage bait" as its 2025 Word of the Year. The selection was announced on Monday following a three-day online voting period that involved over 30,000 participants.
"Rage bait" was chosen from a shortlist that also included "aura farming" and "biohack."
Definition and Context
Oxford defines "rage bait" as "online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive." The term typically refers to content posted with the objective of increasing traffic to or engagement with a specific web page or social media account.
Casper Grathwohl, president of the Oxford Languages division at Oxford University Press, noted a shift in internet content focus. Grathwohl stated that early internet engagement centered on sparking curiosity for clicks, while current trends indicate a move towards influencing emotions.
Usage and Societal Trends
The term gained increased prominence following actress Jennifer Lawrence's revelation of using a private TikTok account to engage in online disagreements. Oxford characterized "rage bait" as an effective method for stimulating human anger, which it identified as a pervasive emotional response.
Oxford described 2025 as a year marked by the impact of technology on human interaction. Examples cited include deepfake celebrities, AI-generated influencers, and virtual companions, which illustrate technology's increasing influence on emotional responses.
The word's usage experienced a notable increase in 2025, attributed by Oxford language experts to factors such as general social unrest and growing concerns over "digital wellbeing." An Oxford brief on "rage bait" highlighted a media trend that rewards content designed to provoke anger with increased engagement.
Selection Process
For several years, Oxford University Press has incorporated social media to gather public input for its Word of the Year shortlist. In 2025, a digital campaign was conducted on Instagram for the three nominated words.
Each shortlisted word was personified for the campaign:
- Rage bait: Represented by an anonymous individual wearing a lizard mask, accompanied by the intentionally misspelled phrase "I'm glad your mad!"
- Biohack: Depicted as a robotic woman consuming green juice, portrayed by actor Brenda Finn. This personification referenced the increasing global interest in plastic surgery and anti-aging practices.
- Aura farming: Illustrated by a stylish influencer, whose campaign "to-do list" included banning fluorescent lighting, establishing universal basic income for microinfluencers, and teaching hands-free bike riding.
The 2024 Oxford Word of the Year was "brainrot."