'Rage bait' named Oxford's word of the year for 2025. Explained.

Oxford University Press has revealed its choice for the 2025 Word of the Year: "rage bait". The announcement, made on December 1, highlights the phrase as a description for online content deliberately crafted to provoke anger. Usage of the term has tripled over the past year, according to the publisher.

Casper Grathwohl, president of Oxford Languages, explained in a statement that the rise of "rage bait" reflects growing awareness of online manipulation tactics. He noted that while the internet once relied on curiosity to drive clicks, the focus has shifted toward triggering emotional reactions and influencing behavior.

Oxford University Press defines "rage bait" as "online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted to increase traffic or engagement with a particular web page or social media account." The term combines rage, meaning a violent outburst of anger, and bait, suggesting an enticing lure. Its first recorded online use dates back to 2002, initially describing a drivers reaction to being flashed by another motorist. Over time, it evolved into internet slang to describe viral posts or critique creators and trends.

The Word of the Year selection process allows phrases, not just single words. Last years choice, "brain rot", was also a two-word expression. Oxfords lexicographers analyze language trends to create a shortlist, which is then opened to public voting. This year, more than 30,000 votes were cast.

The other shortlisted terms included "aura farming", defined as cultivating a charismatic or impressive persona to project confidence or mystique, and "biohack", meaning attempts to optimize physical or mental performance, health, or wellbeing through lifestyle changes, supplements, or technology.

Other dictionaries have also highlighted online and slang terms. Dictionary.com named "6-7" as its Word of the Year, a Gen Alpha slang phrase used to convey ambiguity or as an exclamation. Cambridge Dictionary selected "parasocial", describing the one-sided connection individuals feel toward celebrities, a choice influenced by fan reactions to Taylor Swifts engagement to NFL star Travis Kelce.

Author: Sophia Brooks