Oxford’s 2025 word of year revealed: Here's what it means
Oxford named the top word of 2025 (photo: Getty Images)
Oxford has chosen the word of 2025. Three words made the shortlist: rage bait, aura farming, and biohack. They reflected our conversations and concerns throughout the year, now coming to an end. Oxford University Press explains which word scholars consider the most important in 2025.
According to the Oxford English Dictionary, the word of 2025 is "rage bait." It refers to online content intentionally created to provoke anger or outrage, thereby increasing traffic or engagement on social media.
What rage bait is
These are posts, videos, or comments deliberately designed to trigger negative emotions, from irritation to genuine anger. The purpose of such content is to prompt users to react, comment, and share, thus boosting reach. It can be a provocative headline, an offensive post, a manipulative image, or even a meme that exaggerates.
Why this word
Oxford University Press notes that the use of the term "rage bait" tripled in 2025. The word reflects the year's trends, when debates about online content regulation, digital well-being, and the impact of social media on mental health dominated public discussions. It beat two other finalists: aura farming and biohack.
Given that the 2025 news cycle was marked by social unrest, debates over online content regulation, and concerns about digital well-being, the use of the term "rage bait" evolved this year, signalling more profound changes in how we talk about attention, both how it is given and how it is sought, as well as engagement and ethics on the internet.
History of the term
It comes from the combination of two words: "rage" and "bait." It was first used back in the 2000s on Usenet forums, but it gained its current meaning specifically in the context of social media. Rage bait highlights how emotions have become a tool of the digital economy.
Social media algorithms often amplify content, even a negative one, that elicits a strong reaction. This creates risks, including the spread of toxicity, manipulation, and information warfare.
Thus, rage bait is a symbol of an era when user attention is captured through provocation and anger. That is why Oxford chose it as the word of the year: it best reflects how we communicated online in 2025.
