Oxford University Press has named 'rage bait' as its 2025 word of the year, reflecting a surge in awareness of online manipulation tactics. The phrase, defined as 'online content deliberately designed to elicit anger or outrage', has seen its usage triple over the past 12 months, according to the publisher's analysis.
Casper Grathwohl, president of Oxford Languages, said the term's existence shows how people are becoming more conscious of 'manipulation tactics' used to capture attention online. He noted a shift from sparking curiosity to hijacking emotions, describing it as 'a natural progression in an ongoing conversation about what it means to be human in a tech-driven world'.
Grathwohl contrasted 'rage bait' with last year's winner, 'brain rot', stating that together they form 'a powerful cycle where outrage sparks engagement, algorithms amplify it, and constant exposure leaves us mentally exhausted'. He added that these words reveal how digital platforms are reshaping thinking and behaviour.
Although recognised in 2025, the term originated in 2002 on Usenet, referring to a driver's reaction to being flashed by another motorist. It later evolved into internet slang for viral tweets and broader content networks.
