By AP December 1, 2025, 3:54:38 PM IST (Published)
Oxford University Press has named “rage bait’’ as its word of the year for 2025, capturing the internet zeitgeist. The term describes online content deliberately designed to provoke anger or outrage—by being frustrating, provocative or offensive—with the goal of driving traffic and engagement on social media, Oxford said.
Lexicographer Susie Dent told the BBC that creators of such content “will bask in the millions, quite often, of comments and shares and even likes sometimes.” She attributed this to social media algorithms, noting that while users enjoy lighthearted content, negative or provocative posts tend to generate more engagement.
“Rage bait” topped a shortlist compiled by Oxford lexicographers and opened to public comment, beating contenders “aura farming’’ and “biohack.’’ “Aura farming’’ refers to cultivating a public image intended to convey confidence, coolness or mystique. “Biohack’’ is defined as attempts to improve or optimise physical or mental performance, health or longevity.
Oxford University Press’s word of the year is chosen by lexicographers who analyse new and emerging words and shifts in language use to identify terms of cultural significance. The publisher of the Oxford English Dictionary has selected a word annually since 2004. Past winners include “podcast” (2005), “emoji” (2015) and “goblin mode” (2022).
