Oxford University Press names ‘rage bait’ as 2025 Word of the Year

Oxford University Press has declared ‘rage bait’ as its Word of the Year for 2025, following a public vote that drew participation from more than 30,000 people over three days.

The term refers to online content intentionally crafted to provoke anger or outrage, often by being deliberately frustrating, provocative, or offensive, with the aim of boosting traffic or social media engagement.

According to Oxford University Press, the selection reflects shifts in the digital landscape during 2025, a year marked by social unrest, debates over regulating online platforms, and growing concerns around digital wellbeing. Language experts noted that the term’s growing prominence points to a broader conversation about how attention is captured and monetised online, as well as the ethical implications of engagement-driven content.

Oxford’s language data shows that the usage of ‘rage bait’ has increased threefold over the past year, underlining its relevance in discussions about online behaviour, media consumption, and the evolving dynamics of the internet.