'Rage bait' named as Oxford's word of the year - but what does it mean?

“Rage bait” has been named Oxford University Press’ Word of the Year, beating out other shortlisted terms aura farming and biohack.

Oxford’s annual list highlights words that capture the moods and conversations shaping 2025.

The team, which publishes the Oxford English Dictionary, analyses data and trends to identify new and emerging words while also tracking shifts in the use of established language.

They consider suggestions from colleagues and the public and review the year’s most influential events to create a shortlist, ultimately selecting a word or expression of cultural significance.

But what does rage bait mean, and why did it top Oxford’s list? ITV News explains

What does rage bait mean?

Even if you haven’t heard the term, social media users have likely been “rage baited.”

Oxford University Press defines the term as “online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted to increase traffic to or engagement with a particular web page or social media account”.

Similar to clickbait, which uses eye-catching headlines to attract readers, rage bait specifically aims to make people angry.

Why did rage bait top the list?

After three days of voting involving more than 30,000 people, Oxford chose rage bait as its official Word of the Year for 2025.

With this year’s news dominated by social unrest, debates over online content regulation, and concerns about digital well-being, Oxford noted that the term reflects a wider shift in how we discuss attention, engagement, and online ethics.

Usage of the word rage bait has also tripled over the past 12 months, according to Oxford’s language data.

What does the other shortlisted term, aura farming, mean?

Oxford University Press defines it as “the cultivation of an impressive, attractive, or charismatic persona or public image by behaving or presenting oneself in a way intended subtly to convey an air of confidence, coolness, or mystique”.

Aura farming was chosen after its popularity steadily grew online following its first appearance in 2023.

It surged this year, peaking in July, largely due to a viral video of 11-year-old Rayyan Arkan Dikha from Indonesia, who looked cool while performing as a motivational dancer for a traditional racing boat crew.

The rise in usage suggests that some people deliberately cultivate the elusive charm or presence that others seem to possess naturally.

What does biohack mean, another shortlisted word?

Oxford Press University says it means “to attempt to improve or optimise one’s physical or mental performance, 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”.

The term was shortlisted after rising in prominence in recent months, reflecting growing interest in the efforts of some, particularly the wealthy and powerful, to boost mental or physical performance or slow the ageing process.

Oxford has recorded a doubling in usage over the past year, suggesting that while many biohacking treatments remain out of reach for most, people are fascinated by attempts to defy illness, ageing, or even death.

What have others called the word of the year?

While Oxford University Press chose “rage bait,” other dictionaries picked different words of the year.

Collins named “vibe coding,” an emerging AI-driven process that turns natural language into computer code, coined by Andrej Karpathy, former AI director at Tesla and founding engineer at OpenAI.

Cambridge Dictionary selected “parasocial,” meaning a one-sided connection someone feels with a famous person they do not know.

The choice followed a 2024 study showing that while people still relied on friends and family for emotional support, parasocial relationships with YouTubers were often valued more than connections with acquaintances or colleagues.