Oxford University Press (OUP) has named ‘rage bait’ as its Word of the Year 2025, highlighting a growing trend of online content deliberately designed to provoke anger and maximize engagement.
According to OUP, ‘rage bait’ refers to content that is “deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive,” typically used to increase traffic to web pages or social media accounts. Lexicographers noted a sharp rise in usage over the past year.
The selection reflects a broader shift in digital culture, where provocative content often receives more attention than neutral or factual posts. Experts warn that while rage bait drives engagement, it can also spread misinformation, inflame conflicts, and deepen societal divisions.
Casper Grathwohl of OUP said the term illustrates “a deeper shift in how attention is given — and sought — in the digital age,” emphasizing the influence of algorithms that reward outrage.
As online platforms continue to prioritize emotionally charged content, “rage bait” has emerged as both a reflection of and a caution about the modern internet, reminding users to consume media thoughtfully.
