Synopsis: Oxford University Press named “rage bait” – deliberately provocative online content designed to spark outrage – as 2025 Word of the Year. Linguists trace its roots to clickbait and fishing metaphors, while psychiatrists warn of rising anxiety, chronic stress, and eroded emotional regulation from constant exposure. Naming it raises awareness but risks normalising a tactic that fuels division and mental burnout.

When Oxford University Press named ‘rage bait’ as Word of the Year for 2025, the choice rang with familiarity to anyone who spent even just an hour scrolling through social media.

The body defines it as such: “Online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted to increase traffic or engageme

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