Oxford reveals its infuriating 2025 Word of the Year

Oxford University Press recently announced 'rage bait' as its 2025 Word of the Year, citing a threefold rise in usage over the past 12 months.

The term describes online content intentionally crafted to provoke anger or outrage to drive engagement and boost traffic for social media accounts.

As a result, millions of comments and shares often reward the creators of this provocative content.

"I always say this to people I know who comment on these kinds of posts: 'Why are you commenting?' You're just driving the algorithm of that particular clickbait, rage bait account. So, they're winning, you're not. It's making you upset. You're a keyboard warrior writing some dumb comment or expressing your rage. For who? Also saying things that are often things you would never really want to say," says Barbara Friedman, Primedia's Digital Content Editor.

She adds: "Do not participate, because every time you click or comment or like or share a post like that, you are telling the algorithm of Facebook, Instagram, X, that we like it and it must send it further and wider. That's how the algorithm on these social media platforms works. If they know it's getting traction, they shoot it out further. Let's not give them the satisfaction."

To listen to Friedman in conversation with CapeTalk's Clarence Ford, click below [skip to 6:19],