Oxford University Press has officially named “rage bait” as its word of the year for 2025, reflecting the pervasive influence of social media on contemporary communication. The term defines online content crafted to provoke anger or outrage, often to drive traffic to specific social media accounts. This announcement highlights an increasing trend in digital interactions that favor provocative engagement over positive content.
The phrase “rage bait” describes material intended to elicit strong emotional reactions by being frustrating, offensive, or provocative. According to lexicographer Susie Dent, the creators of such content often revel in the millions of comments, shares, and likes it generates on various platforms. Dent elaborated to the BBC that the algorithms governing social media prefer negative engagement, stating, “although we love fluffy cats, we tend to engage more with negative content that really provokes us.”
Rage Bait Outshines Other Contenders
“Rage bait” was chosen over two other significant terms: “aura farming” and “biohack.” The term “aura farming” refers to the deliberate construction of a public persona designed to convey confidence, coolness, or mystique. On the other hand, “biohack” signifies efforts to enhance one’s physical or mental performance, health, or longevity through various methods.
The selection of the word of the year by Oxford University Press is a meticulous process. Lexicographers analyze emerging vocabulary and shifts in language usage to identify words that hold cultural significance. This ongoing evaluation has been part of their tradition since 2004. Previous selections include “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, which characterized individuals resisting a return to conventional life following the COVID-19 pandemic.
The recognition of “rage bait” underscores the growing concern over how social media shapes public discourse. As platforms continue to evolve, the dynamics of engagement remain complex, with users responding more to content that stirs strong emotions rather than content designed for positive interactions.
With the digital landscape constantly changing, the implications of “rage bait” serve as a reminder of the power of language and its impact on society. As we move further into 2025, the conversation surrounding the effects of social media on our communication habits is likely to intensify, making the understanding of terms like “rage bait” increasingly relevant.
