Ever stumbled across an online article that seems intentionally crafted to stir up anger? This phenomenon is known as “rage bait”—content specifically engineered to provoke emotional reactions and heighten user engagement.

In fact, “rage bait” has become so prevalent that the Oxford Dictionary has honored it as this year’s Word of the Year.

The term’s usage has tripled recently, signaling an increased awareness among people that they are being pulled into divisive discussions and arguments. This trend is fueled by social media algorithms and the addictive allure of content designed to incite outrage, according to a statement released by the UK-based dictionary on Monday.

Interestingly, the majority of prominent dictionaries have chosen a word linked to the Internet as their 2025 word of the year. This underscores the profound influence technology has on our everyday lives and the way we communicate.

While rage bait can sometimes be innocuous—like bizarre recipe concoctions or playful pranks on family members—it has also infiltrated political conversations. In these cases, outrage is strategically used to elevate politicians’ visibility and ignite a cycle of reactions and counter-reactions.

Last year Oxford chose “brain rot”, which “captured the mental drain of endless scrolling”, Oxford Languages president Casper Grathwohl said in a statement.

“Together, they form a powerful cycle where outrage sparks engagement, algorithms amplify it, and constant exposure leaves us mentally exhausted,” Grathwohl said.

“These words don’t just define trends; they reveal how digital platforms are reshaping are thinking and behaviour.”

Aura farming, “the cultivation of an impressive, attractive, or charismatic persona … by presenting oneself in a way intended subtly to convey an air of confidence, coolness or mystique,” was portrayed as a cardigan-wearing, tote bag-carrying man, “always one matcha away from finishing (an) experimental screenplay”.

And biohack, “an attempt … to optimise one’s … health, longevity or wellbeing by altering one’s diet, exercise routine, or lifestyle, or by using other means such as drugs, supplements or technological devices,” was visualised as someone hooked up to a green IV drip and wearing an LED face mask, who had taken “27 phytonutrient-dense plants” by 6.34am.

Rage bait, meanwhile, slopped milk and sugar everywhere while he made a cup of tea, before picking his toenails and pouring the milk over himself.