We Clicked, We Scrolled, We Raged: Oxford Crowns ‘Rage-Bait’ as the Word of the Year

Key Points:

We often click on a post that annoys us, and by doing so, we help the word “rage-bait,” Oxford’s Word of the Year. The word “rage-bait” has been announced as the Word of the Year 2025 by Oxford University Press, taking the top position by beating the opponents “aura farming” and “biohack.” The words reflect the shift in online behaviour and engagement on platforms.

Rage-bait basically means the type of content that is designed specifically to provoke anger and force the one reading it to react, especially on social media. It is used to boost engagement by increasing clicks, comments, and shares by triggering outrage, crafted in the form of a video, headline, meme, or even a post. One can say that it is a kind of response that users give when the internet pokes them with the intent to create anger.

The word selection by Oxford points towards a digital environment that thrives on reaction-driven content. Platforms always push for posts and content that get higher responses, and emotional reactions intensify engagement as people spend a lot of time online. They tap into people’s strong emotions, which in this case is anger; as a result, there is more scrolling, giving way to algorithms to push such content even further. The word this year shows how online conversation thrives on irritation rather than information. This also opens a wider scope of discussion on the kind of content that we consume, whether we engage with it or are being baited into it.

See Also: Platelets Help Suppress Inflammation and Boost Early Cancer Detection: Ludwig Oxford Study

A blend of data and expert review gives us the Word of the Year. Millions of words used across social media, digital platforms, and online discussions are tracked. The usage is then studied, which also includes those that highlight major cultural or social themes. The word was used everywhere, from online arguments and headlines to discussions on misinformation and content strategy. It was also decided by conducting a voting system to narrow down the finalists, which opens for the general public on the Oxford website.

People can understand how language evolves with the Oxford Word of the Year. It showcases how our speech and words are shaped by common ideas, behaviours, and issues. Users’ vocabulary also expands as they get a word for their experiences, which otherwise may not have been named. A word usually becomes a part of one’s analysis of culture as it enters everyday conversation.

See Also: Insta's 'rage shake' Feature also available in Threads

There were two other words that gave tough competition to “rage-bait,” and they were “aura farming” and “biohack.” These two were also quite popular on social media through viral posts. “Aura farming” means the act of carefully curating your online presence, and its popularity shows a shift towards personal branding on social media, even among regular users. The other word, “biohack,” is related to wellness and science trends where people create routines through DIYs, food habits, sleep adjustments, and tech-based methods to boost performance. It refers to making small changes in one’s lifestyle to improve the body and mind.

Rage-bait has become a key part of today’s online environment, which resulted in it becoming the top word among the other finalist words. The frequent use of the word has led to discussions around online toxicity, misinformation, and viral posts, stating its relevance and making it a daily experience for internet users. Oxford also added that this year’s dominant digital behaviour has been aptly represented by “rage-bait,” making it the ultimate choice.

Oxford picks a word every year that defines the mood, conversations, and concerns of that time. The words from previous years have also captured trends ranging from technology to politics and social change. In 2024, the Oxford Word of the Year was “brain rot,” whereas “rizz” was from the year 2023. The words shape one’s understanding of vocabulary, revealing public behaviour patterns and language shifts with each cultural moment.

This year’s Oxford Word of the Year reminds us of how emotions can be easily pushed and shaped online. These words are also a reflection of the direction in which society is headed, the things we talk about, and even react to. Language and the words we speak label our habits, and this year is a reminder for us to pause before clicking in anger.

Suggested Reading: