‘rage Bait’ Named Oxford’s Word Of The Year
The latest word of the year might be the first one that also describes how you feel about its selection. In a decision that referenced deepfakes and social unrest, Oxford University Press named “rage bait” as the most culturally significant expression of 2025.
The phrase’s usage tripled in the last 12 months, according to Oxford. “Before, the internet was focused on grabbing our attention by sparking curiosity in exchange for clicks, but now we’ve seen a dramatic shift to it hijacking and influencing our emotions,” the president of Oxford Languages said in a statement.
You’ve probably been rage baited: The term applies to online content that’s designed to frustrate viewers in order to drive views, comments, and other engagement. It can take the form of staged public arguments, cooking “hacks” that ask you to boil pasta in the dishwasher, or POV videos of posters asking strangers irritating questions (which often blur the line between rage bait and rudeness).
For brands…the rage bait era may provide leeway for marketing campaigns that many find offensive. Though it wasn’t intended as rage bait, American Eagle’s heavily criticized Sydney Sweeney campaign was a massive success, the company’s CMO told Marketing Brew. But inflammatory doesn’t always work: Cosmetics brand e.l.f. admitted it “missed the mark” after partnering with comedian Matt Rife, who has joked about domestic violence.—ML
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