Oxford University Press has crowned “rage bait” as the word of the year for 2025, reflecting the prevailing online atmosphere. The term denotes content intentionally crafted to spark anger or outrage by being provocative or offensive, aiming to boost engagement on social media platforms. Lexicographer Susie Dent highlighted that creators of such content often revel in the high volume of comments, shares, and likes it garners. This phenomenon is attributed to social media algorithms favoring negative and provocative material over positive content.
“Rage bait” emerged victorious over other contenders like “aura farming’’ and “biohack’’ following public feedback on a shortlist assembled by Oxford University Press lexicographers. “Aura farming’’ refers to the cultivation of a public image designed to convey confidence, coolness, or mystique subtly, while “biohack’’ involves attempts to enhance physical or mental performance, health, or longevity.
The word of the year is handpicked by Oxford University Press lexicographers who observe the evolution of language use and identify culturally significant words. Since 2004, Oxford University Press, the publisher of the Oxford English Dictionary, has been annually selecting a word of the year, with previous winners including “podcast” in 2005, “emoji” in 2015, and “goblin mode” in 2022, referring to those resisting the return to pre-pandemic norms post-COVID-19.
The annual selection process analyzes emerging words and language usage shifts to pinpoint words of societal importance. The term “parasocial” being Cambridge’s word of the year was also highlighted, describing one-sided connections individuals form with strangers, such as celebrities or fictional characters. This term, coined in 1956, has gained fresh relevance in 2025, especially within fan communities like the Swifties, according to University of Toronto Mississauga communications professor Bree McEwan.
