Oxford names 'rage bait' as Word of the Year 2025

The term "rage bait" has been chosen as Oxford's Word of the Year for 2025, reflecting the rise of outrage-driven online content. It beat contenders "aura farming" and "biohack" in a public vote.

The publisher Oxford University Press on Monday announced it had chosen the term "rage bait" as its Word of the Year for 2025 after a three-day public vote involving more than 30,000 participants.

According to Oxford's language data, rage bait has tripled in usage over the past 12 months, emerging as a defining expression of 2025's digital climate.

What does 'rage bait' mean?

The term refers to "online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media content."

Experts at Oxford Language say the term captures how online culture has evolved from click-driven attention to emotion-driven manipulation. They noted that 2025's news cycle, dominated by social unrest and debates on regulating online content, contributed to rage bait becoming a widely recognized linguistic marker of the moment.

Rage bait was first documented in 2002 on Usenet, where it described a driver's deliberate provocation of another motorist. It later shifted into internet slang, particularly around viral posts on platforms such as Twitter, and has since become a standard reference in newsrooms and creator communities.

"The fact that the word rage bait exists and has seen such a dramatic surge in usage means we’re increasingly aware of the manipulation tactics we can be drawn into online," said Casper Grathwohl, President of Oxford Languages.

"Before, the internet was focused on grabbing our attention by sparking curiosity in exchange for clicks, but now we’ve seen a dramatic shift to it hijacking and influencing our emotions, and how we respond."

The Oxford Word of the Year need not be a single word. It can also be a longer expression that experts think of as a single unit of meaning.

What were the other Oxford Word of the Year contenders?

There were two other expressions vying for the lexicographical crown.

Aura farming describes the deliberate cultivation of a certain magnetic "vibe" or presence — an attempt to manufacture the effortless cool that some people seem to radiate naturally. Its surge in 2024 was driven by viral clips suggesting that charisma, too, can be engineered.

The other contender "biohack" refers to trying to optimize the body or mind through lifestyle tweaks, supplements, or technology. The idea that has grown sharply as high-profile figures pursue longevity and peak performance.

The 2024 Oxford Word of the Year was "brain rot," referring to low-quality, low-value content found on social media and the internet, particularly if it is AI-generated.

Edited by: Elizabeth Schumacher