The term "rage bait" has been chosen as Oxford's Word of the Year for 2025, reflecting the rise of outrage-driven online content. It beat contenders "aura farming" and "biohack" in a public vote.
The word refers to online content purposefully intended to provoke an angry reactionImage: Tetra Images/Bildagentur-online/picture alliance
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The publisher Oxford University Press on Monday announced it had chosen the term "rage bait" as its Word of the Year for 2025 after a three-day public vote involving more than 30,000 participants.
According to Oxford's language data, rage bait has tripled in usage over the past 12 months, emerging as a defining expression of 2025's digital climate.
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What does 'rage bait' mean?
The term refers to "online content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media content."
Experts at Oxford Language say the term captures how online culture has evolved from click-driven attention to emotion-driven manipulation. They noted that 2025's news cycle, dominated by social unrest and debates on regulating online content, contributed to rage bait becoming a widely recognized linguistic marker of the moment.
Rage bait was first documented in 2002 on Usenet, where it described a driver's deliberate provocation of another motorist. It later shifted into internet slang, particularly around viral posts on platforms such as Twitter, and has since become a standard reference in newsrooms and creator communities.
"The fact that the word rage bait exists and has seen such a dramatic surge in usage means we’re increasingly aware of the manipulation tactics we can be drawn into online," said Casper Grathwohl, President of Oxford Languages.
"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, and how we respond."
Germany's youth words of the year since 2010
So smash, cringe and goofy: Teen talk is annually recognized by expert linguists and Langenscheidt publishers. Check out German youth words of the year from this year and years past.
Image: Buena Vista Pictures/Courtesy Everett Collection/picture alliance
2024: Aura
Teens in Germany use the word "aura" to jokingly describe how the rating of a person's charisma can go up and down with "aura points": "I just tripped in front of my crush: minus 50 aura!" or "Wow, I didn't know you could wiggle your ears that way: plus 1000 aura." It was selected as the Youth Word of the Year 2024.
Image: IMAGO/imagebroker
2023: Goofy
Everyone knows the Walt Disney cartoon anthropomorphic dog who is clumsy and a bit foolish. Young Germans have adopted the term to describe someone who is silly, eccentric or awkward — usually in an affectionate way. It was named German Youth Word of the Year 2023.
Image: Buena Vista Pictures/Courtesy Everett Collection/picture alliance
2022: Smash
The English verb "smash" was chosen as German Youth Word of the Year 2022. It roughly means "starting something with someone," "picking someone up" or "having sex with someone." It comes from the dating game app "Smash or Pass," where potential partners are either accepted as a "smash" by swiping right or rejected as a "pass" by swiping left, inspired by the dating app Tinder.
Image: ROBIN UTRECHT/picture alliance
2021: Cringe
The English word "cringe" was selected as the German Youth Word of the Year 2021. Just like in English, German teens use it to describe a person or situation they find extremely embarrassing. But the German language also has its own term to express the feeling of being embarrassed because someone else has embarrassed themselves (without noticing): "fremdschämen" — secondhand embarrassment.
Image: Colourbox
2020: Lost
The German Youth Word of the Year in 2020 was also an English word, "lost." German teens don't use it in the sense of having lost their way, but to express a lack of perspective, or of not knowing what to do. They might also use the term in a math class for instance as a way of saying "I don't get it."
Image: Antonio Guillem/Panthermedia/Imago Images
2018: Ehrenmann / Ehrenfrau
Man or woman of honor: that's the German Youth Word of the Year for 2018 (no word was selected in 2019). It refers to a person you can always count on and who's loyal to his friends and family. It can also be used ironically as an insult, when someone claims to have strong principles but doesn't apply them in real life. German rappers often use "Ehrenmann" in their lyrics.
Image: REUTERS
2017: I bims
To be or not to be? Germany's young people would answer Shakespeare's most famous existential question with "I bims," derived from "Ich bin" — I am. It was chosen as the German Youth Word of the Year in 2017.
Image: DLA Marbach
2016: am Fly sein
When a person is flying high and ready to, say, party all night, German teens will highlight this energy by borrowing from US hip-hop slang, literally saying "you're on fly." In English, "I'm so fly" is a rapper way of saying you're cool. It was embodied by the main character in the film "Super Fly" from 1972, with its famous Curtis Mayfield soundtrack.
Image: Frank Bienewald/imageBROKER/picture alliance
2015: Smombie
Do you check your phone while you're walking and run into things? Then apparently you have something in common with German teens. The 2015 German Youth Word of the Year was "Smombie" — a cross between smartphone and zombie. Walking while checking for a new like, follow or message can be hazardous. Perhaps Germany should adopt this phone lane idea spotted in China.
Image: HPIC/dpa/picture alliance
2014: Läuft bei dir
"Läuft bei dir" basically means "things are going well with you." But as with most of the youth words of the year, this one can also contain traces of irony depending on the context. It's perhaps always a question of perspective: Despite the mud, the heavy metal fans in this picture taken at the Wacken open air festival still seem to think everything rocks.
Image: Christian Charisius/dpa/picture alliance
2013: Babo
Who's the leader of the pack among your friends? Chances are, they're the babo: that is, the boss, the ringleader, the head honcho. German rapper Haftbefehl (pictured) may also like to see himself as the babo. In 2013, he released a track called "Chabos know who the babo is." While "chabos" (roughly, guys) is derived from Angloromani, babo comes from Turkish.
Image: Geturshot/azzlackz/dpa/picture alliance
2012: YOLO
In 2012, an English abbreviation won German Youth Word of the Year. YOLO stands for You Only Live Once. In that case, live it up. Maybe that means launching your singing career on YouTube, getting a colorful tattoo or just dancing in the streets with your friends.
Image: Boglarka Bodnar/AP Photo/picture alliance
2011: Swag
It's not surprising that teen speak is heavily influenced by the music scene. Swag was borrowed from the American rap scene and made it over to Germany around 2010, becoming popular thanks to Austrian rapper Money Boy's track "Turn My Swag On." If you've got swag, you radiate coolness.
Image: Uli Deck/dpa/picture alliance
2010: Niveaulimbo
Ever played limbo? Then you know there's a limit to how far down you can go — even if you're really good. "Niveaulimbo" — literally, limbo level — refers to the ever-sinking quality of something. That could be a TV show, a joke or a party that starts getting out of hand.
Image: Klaus Rose/dpa/picture-alliance
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The Oxford Word of the Year need not be a single word. It can also be a longer expression that experts think of as a single unit of meaning.
What were the other Oxford Word of the Year contenders?
There were two other expressions vying for the lexicographical crown.
Aura farming describes the deliberate cultivation of a certain magnetic "vibe" or presence — an attempt to manufacture the effortless cool that some people seem to radiate naturally. Its surge in 2024 was driven by viral clips suggesting that charisma, too, can be engineered.
The other contender "biohack" refers to trying to optimize the body or mind through lifestyle tweaks, supplements, or technology. The idea that has grown sharply as high-profile figures pursue longevity and peak performance.
The 2024 Oxford Word of the Year was "brain rot," referring to low-quality, low-value content found on social media and the internet, particularly if it is AI-generated.