2025’s Word of the Year: Rage Bait
Take a moment to think about social media. “Rage bait” is officially the 2025 Oxford Word of the Year. Chosen by over 30,000 voters, this term beat out contenders like “aura farming” and “biohack.”
So, what does rage bait mean? It’s content designed to provoke anger or outrage. Such posts grab attention by triggering strong emotions to drive clicks and shares.
Casper Grathwohl from Oxford explains that before 2002, the internet mainly tried to catch our interest through curiosity. Now, there’s a shift to manipulating emotions. Grathwohl notes, “We see how our responses are shaped by this kind of content.”
Interestingly, the rise of “rage bait” comes amid growing digital frustration. According to a recent survey by Pew Research, 61% of adults feel overwhelmed by the amount of information they encounter online. This creates a dangerous cycle where outrage-driven content thrives.
The term’s popularity spiked after actress Jennifer Lawrence shared her secret TikTok account, where she engages in heated debates. This sparked conversations about how easily people get drawn into online drama.
Oxford points out that this year’s trends show technology deeply affecting our emotions. Concepts like deepfake celebrities and AI influencers highlight how digital life is intertwining with our emotional states.
The idea of being “rage baited” isn’t limited to humans. Can AI tools like ChatGPT fall victim to this too? As we integrate these technologies, blending them into our emotional frameworks becomes even trickier.
Social media trends reflect this. Engaging posts often reward those creating outrage. Oxford sums it up, saying that “rage bait” has become the “internet’s most effective hook,” successfully capturing our collective ire.
To illustrate these modern terms, Oxford’s social media campaign used playful characters. Rage bait, for instance, was depicted as a bizarre figure in a lizard mask, playfully taunting visitors.
Other candidates in the voting shared unique narratives. The character for “biohack” portrayed a woman sipping green juice, reflecting growing interest in anti-aging. Meanwhile, “aura farming” was brought to life as a stylish influencer with an agenda focused on aesthetic wellness.
It’s clear: language evolves with culture. Last year’s Word of the Year was “brainrot,” highlighting how overwhelming digital life changes our perceptions. As we navigate this landscape, understanding terms like “rage bait” may help us interact with media more thoughtfully.
For a deeper look into the impact of rage bait, check out Pew Research’s survey on online engagement. Understanding these terms can make us more aware of the emotional manipulations occurring in the digital world around us.
