‘Rage Bait’ declared 2025 phrase of the yr – this is what it means
According to Oxford lexicographers, the phrase perfectly encapsulated the mood of the year as a phenomenon whose usage has tripled in the past year, according to Oxford’s data
The Oxford Word of the Year for 2025 has been announced, and the winner is “rage bait.” The term refers to manipulative online tactics designed to provoke anger and boost engagement, a phenomenon whose usage has tripled in the past year, according to Oxford’s data.
This comes after “Rage bait” beat out two other shortlisted contenders, “aura farming” and “biohack,” for the title. Although it consists of two words, Oxford lexicographers treat it as a single expression because it functions as one unified idea.
The annual shortlist aims to capture the mood of the year and highlight the conversations, especially online, that have shaped public discourse.
Oxford University Press, publisher of the Oxford English Dictionary, defines rage bait as online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive.
It resembles clickbait, but with a sharper focus on provoking anger rather than simple curiosity.
Casper Grathwohl, president of Oxford Languages said: “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.”
“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.
“It feels like the natural progression in an ongoing conversation about what it means to be human in a tech-driven world – and the extremes of online culture,” he added.
The other shortlisted terms also stem from internet-driven trends and hold the following meanings:
Aura farming: The cultivation of an impressive or charismatic public image by presenting oneself in ways that subtly convey confidence or mystique.
Biohack: The attempt to enhance physical or mental performance, health, longevity, or overall well-being by changing one’s diet, exercise, lifestyle, or by using tools such as drugs, supplements, or technology.
Last year’s word, “brain rot,” followed a similar theme. It was defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging.”
The internet influence continued elsewhere, too. The Cambridge Dictionary’s Word of the Year was “parasocial,” referring to a one-sided relationship in which someone feels connected to a celebrity they do not actually know.
Meanwhile, the Collins Dictionary selected “vibe coding,” describing the process of creating an app or website by explaining it to artificial intelligence rather than manually writing programming code.
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