LONDON (AP) — Oxford University Press has announced "rage bait" as its word of the year for 2025, reflecting the prevailing trends and sentiments across the internet. This phrase is used to describe online content specifically crafted to trigger feelings of anger or outrage among viewers. The main intention behind such content is to provoke a strong emotional reaction, leading to increased traffic on various social media platforms.
According to lexicographer Susie Dent, this type of content thrives on engagement, as it often garners millions of comments, shares, and likes. Dent elaborated in an interview with the BBC, stating that the algorithms employed by social media companies play a significant role in this phenomenon. She noted that while audiences enjoy lighthearted content, such as videos of cute animals, they tend to engage more with negative material that stirs strong emotions.
The term "rage bait" outperformed two other notable contenders for the title: "aura farming" and "biohack." "Aura farming" is defined as the act of cultivating a public persona that conveys an impression of confidence, coolness, or mystique. In contrast, "biohack" refers to the practice of enhancing one’s physical or mental performance, health, or longevity through various means.
The selection of the word of the year by Oxford University Press involves a thorough analysis by lexicographers who monitor emerging words and shifts in language usage to determine terms of significant cultural relevance. This annual tradition has been in place since 2004 and seeks to reflect contemporary societal trends and language evolution.
Throughout the years, Oxford University Press has highlighted various words that capture the essence of the times. Previous winners include "podcast," which was chosen in 2005, and "emoji," recognized in 2015. Notably, "goblin mode" was selected in 2022, a term that emerged to describe individuals who resisted the pressures of returning to normalcy following the COVID-19 pandemic.
The phenomenon of rage bait is emblematic of a larger shift in digital communication, where content creators prioritize provocative and contentious material to maximize viewer interaction. This trend raises important questions about the nature of online discourse and the potential implications for public dialogue. As social media continues to evolve, understanding these linguistic shifts will be critical for both users and creators alike.
