Language & Society
Oxford University Press has chosen ‘rage bait’ as its 2025 Word of the Year, marking the growing influence of emotionally manipulative content in the digital world.
The term describes posts or articles intentionally crafted to spark anger or irritation. By provoking outrage, such content drives higher clicks and comments, boosting online visibility and engagement.
According to OUP, the expression has surged in everyday usage over the last year, highlighting how online ecosystems increasingly depend on reactions shaped by provocation and negativity.
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