In a decision that has spurred discussion, the Oxford English Dictionary (OED) has adopted ‘rage bait’ as its word of the year for 2025. This term references online content specifically crafted to stir anger and provoke outrage, functioning as a strategy to drive increased traffic and engagement on social media platforms.

The OED elucidates: ‘Rage bait’ is defined as online content deliberately designed to incite anger or outrage through provocative or offensive means. Recently, phrases like these have surged in usage across various realms, notably in politics and entertainment.

Casper Grathwohl, President of Oxford Languages, noted, “The emergence of rage bait serves as evidence of our growing awareness of the manipulation tactics we face online.” The choice underscores a cultural shift toward recognizing emotional manipulation amid a tech-heavy backdrop.