By John Q. Hosedrinker 
The Oxford University Press has declared “rage bait” as its Word of the Year for 2025. This term describes content strategically designed to provoke anger and outrage online, a tactic that has tripled in usage in the last year. Rage bait aims to boost engagement on websites and social media platforms, much like clickbait, but with a specific focus on eliciting negative emotions. The selection highlights a shift in online manipulation, as platforms increasingly exploit and influence user emotions.
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Rage bait named word of the year 2025 by Oxford University Press, and honestly, it’s pretty meta. I mean, here we are, talking about a term that’s all about provoking outrage, and the choice itself seems to be doing just that. It’s a clever, almost self-aware selection, isn’t it? Dictionary.com already weighed in on this trend by choosing “67” as their word of the year, which really is just another form of rage bait, especially for those who like to argue.
I think the key takeaway here is that “rage bait” – the very thing it describes – is a powerful force. It drives clicks, it generates engagement, and, unfortunately, it’s something we’re all susceptible to. It’s even more pervasive, and it’s especially effective in short-format media. That constant barrage of emotionally charged content can become addictive, and before you know it, you’re caught in the cycle of scrolling and reacting, feeding the beast with every click and comment.
The fact that “rage bait” is represented as two words, rather than a single compound word, seems to have struck a nerve with some. There’s a debate to be had, I suppose, about whether “rage bait” should be one word or two. However, the linguistic structure is secondary, because the Oxford Dictionary recognizes “rage bait” as a phrase. Its power isn’t about how it’s written; it is in its effects. But, I can understand why the formatting might be disappointing, given the evolution of the English language.
Looking at the previous winners – rawdog, enshittification, -ussy, Insurrection, Covid, (my) pronouns, tender-age shelter, fake news, dumpster fire, they, and #blacklivesmatter – it’s a mix of compound words, and a variety of terms. This gives us a good sense of the times. Some people were really hoping for enshittification, which is a very modern word to describe the quality of everything nowadays. The fact that the list features two-word phrases isn’t unprecedented, as it reflects the way language evolves and adapts to current events and social trends.
It’s tempting to view the “word of the year” as some sort of popularity contest, but it’s more than that. It is a mirror, reflecting our shared experiences, our concerns, and the evolving nature of communication. In this case, “rage bait” speaks volumes about the current media landscape and how we consume information. It points to a need for more critical thinking and media literacy. It’s a recognition of the deliberate strategies used to manipulate our emotions and capture our attention.
The rise of “rage bait” is nothing new. It’s just been repackaged and modernized. The principles are the same, dating back to yellow journalism and propaganda. They’ve always understood that negativity, fear, and anger can be incredibly effective tools to get people to pay attention. Unfortunately, the rise of “rage bait” content continues, even though the only good response is to scroll past and move on.
The Oxford University Press has chosen a word that feels like a sign of the times. It’s an indictment of the way we engage with media, and it is a call to be more conscious of what we’re consuming and how it’s affecting us. It’s a two-word phrase that tells a complex story about where we are as a society. While some are annoyed at it, the term itself is quite self-explanatory.