Oxford University
The Oxford Word of the Year 2025 is rage bait
The wait is over—the official Oxford Word of the Year 2025 is rage bait.
Our language experts shortlisted three contenders—rage bait, aura farming, and biohack—that reflect our conversations and preoccupations over the past year. After three days of voting in which more than 30,000 people had their say, our experts chose rage bait after considering votes, the sentiment of public commentary, and their analysis of our lexical data.
Why rage bait?
Rage bait is defined as “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”.
With 2025’s news cycle dominated by social unrest, debates about the regulation of online content, and concerns over digital wellbeing, our experts noticed that the use of rage bait this year has evolved to signal a deeper shift in how we talk about attention—both how it is given and how it is sought after—engagement, and ethics online. The word has tripled in usage in the last 12 months.
Rage bait was first used online in a posting on Usenet in 2002 as a way to designate a particular type of driver reaction to being flashed at by another driver requesting to pass them, introducing the idea of deliberate agitation. The word then evolved into internet slang used to describe viral tweets, often to critique entire networks of content that determine what is posted online, like platforms, creators, and trends.
Since then, it has become shorthand for content designed to elicit anger by being frustrating, offensive, or deliberately divisive in nature, and a mainstream term referenced in newsrooms across the world and discourse amongst content creators. It’s also a proven tactic to drive engagement, commonly seen in performative politics. As social media algorithms began to reward more provocative content, this has developed into practices such as rage-farming, which is a more consistently applied attempt to manipulate reactions and to build anger and engagement over time by seeding content with rage bait, particularly in the form of deliberate misinformation of conspiracy theory-based material.
Isn’t rage bait two words?
The Oxford Word of the Year can be a singular word or expression, which our lexicographers think of as a single unit of meaning.
Rage bait is a compound of the words rage, meaning ‘a violent outburst of anger’, and bait, ‘an attractive morsel of food’. Both terms are well-established in English and date back to Middle English times. Although a close parallel to the etymologically related clickbait—which has a shared objective of encouraging online engagement and the potential to elicit annoyance—rage bait has a more specific focus on evoking anger, discord, and polarization.
The emergence of rage bait as a standalone term highlights both the flexibility of the English language, where two established words can be combined to give a more specific meaning in a particular context (in this case, online), and come together to create a term that resonates with the world we live in today.
Speaking about this year’s winner, Casper Grathwohl, President of Oxford Languages, said:
“As technology and artificial intelligence become ever more embedded into our daily lives—from deepfake celebrities and AI-generated influencers to virtual companions and dating platforms—there’s no denying that 2025 has been a year defined by questions around who we truly are; both online and offline.
“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. 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. It feels like the natural progression in an ongoing conversation about what it means to be human in a tech-driven world—and the extremes of online culture.
“Where last year’s choice, brain rot, captured the mental drain of endless scrolling, rage bait shines a light on the content purposefully engineered to spark outrage and drive clicks. And together, they form a powerful cycle where outrage sparks engagement, algorithms amplify it, and constant exposure leaves us mentally exhausted. These words don’t just define trends; they reveal how digital platforms are reshaping our thinking and behaviour.
“Year after year, it’s incredible to see the campaign spark curiosity, conversation, and—most importantly—participation. The Oxford Word of the Year invites us to pause and reflect on the forces shaping our collective language. I can’t wait to see what the next year brings.
Find out more about Oxford Word of the Year, including our 2025 shortlist and approach, here.
Oxford University
Celebrating highlights in literacy, digital learning and assessment, and research publishing
Our Annual Report for 2025/26 is now available
The report shares a number of publishing highlights in research and education, as well as our continued commitment to our global communities and to operating sustainably.

Professor Irene Tracey
“I am so incredibly proud of what OUP contributes to Oxford and the world. The dedication of the leadership and staff, board members, and academic delegates is evident in their service to the Press.
“As we collectively balance the human need to create, tell, and share stories as the world around us changes at pace, I am confident that my colleagues at OUP will continue to uphold our long-held traditions while shaping the new.”
Nigel Portwood
“This has been a year of investment, innovation, and growth for OUP. Against a changing backdrop in some of our markets, we remained focused on fulfilling our mission by expanding our publishing portfolio, embracing new technologies, and developing tools and services to support learning and research across the world.”

The post Celebrating highlights in literacy, digital learning and assessment, and research publishing appeared first on Oxford University Press.
Oxford University
Oxford University Press sheet music now available on Simply Piano
We’ve signed an agreement with Simply, the leading digital platform for creative hobbies, bringing select content from our acclaimed piano method to millions of Simply Piano learners worldwide.
What OUP content is available in Simply Piano?
Simply Piano users now have access to an expanded library of high-quality, curated sheet music spanning our works including Piano Time and Tunes for Ten Fingers, all within the app’s interactive learning environment.
Piano Time is one of our well-established beginner piano methods, widely appreciated for its natural progression and musical, engaging pieces. It helps students build reading, rhythm, coordination, and technique in a way that feels enjoyable rather than mechanical—which is why it has remained a trusted teaching resource for years.
Tunes for Ten Fingers is an introductory book for absolute beginners, encouraging security at every step and making learning fun.
These titles form part of our wider music publishing programme. We have long been a leader in classical music publishing, with a catalogue spanning centuries of repertoire and serving musicians from beginners to professionals. Through this collaboration, our music will now reach millions of Simply Piano hobbyists and lifelong learners worldwide.
OUP bringing sheet music content to Simply
Robin Barry, Director of Music at OUP, shared: “We are delighted to bring content from OUP’s piano method—trusted by teachers for generations—to the Simply Piano community, a platform that shares our commitment to quality and progression for aspiring musicians around the world.”
“Access to songs people love is one of the strongest drivers of learning,” said Yuval Kaminka, CEO and co-founder of Simply. “Working with OUP allows us to bring our learners and casual players sheet music of the highest editorial standard. It’s an important step in building a platform that supports learners at every stage and a proud moment for Simply.”
“What stands out in OUP’s early piano materials is the pedagogical clarity of the arrangements and pieces,” added Danny Fine, Simply Piano’s Music Pedagogy Lead. “They introduce new skills in a very structured and approachable way, which makes them especially effective for helping learners build confidence and gradually master core musical skills.”
As interest in creative hobbies grows globally, the addition of OUP’s portfolio strengthens Simply Piano’s library, giving users access to music they can both learn and enjoy.
Find out more about OUP’s sheet music here.
Oxford University
New research from Oxford University Press shows how children take life lessons from books
The findings of a new report from Oxford University Press, More than words: the real-life impact of reading, reveal how the majority of children believe that reading shapes how they treat others and helps them to navigate real-life situations.
The new research shows that three in five children (59%) believe what they have read in a book has helped them in a certain situation—such as being bullied, losing a family member, overcoming social anxiety, or starting a new school—highlighting that the benefits of reading go further than just understanding and comprehension. Other findings include:
- Seven in ten children (70%) said that reading helps them understand why people act the way they do
- More than two-thirds (68%) said it helps them think about how they treat other people
- While more than half (57%) of 12-14-year-olds continue to see the value of reading, both enjoyment and frequency of reading declines; 27% of 12-14-year-olds question its value in day-to-day life, with 17% undecided.
The report is based on a survey of 3,000 children aged 7-14 years old and 200 teachers across the UK, and with insights from the Oxford Children’s Corpus—the largest living database of children’s reading and writing in English in the world, containing over 500 million words.
Reading has an impact in real-life situations
82% of children agreed that stories remind them of things that happen in real life, showing the strong connection children make between what they read and their own experiences.
Our research also highlights the important role reading plays in helping children to understand and talk about their emotions. More than four in five children (84%) said reading helps them learn new words for feelings.
Teachers are seeing these benefits first-hand. Almost all teachers surveyed (95%) agreed that reading helps children develop their vocabulary, while three in five said they had witnessed a pupil gain a better understanding of an emotion through reading. More than nine in ten teachers (91%) identified empathy and perspective-taking as key benefits of reading.
Emotional themes are not confined to particular genres
Our research suggests that children do not necessarily seek out books about emotions directly but instead gravitate towards more entertaining books which can present real-life issues and emotions in accessible ways through humour or action.
When asked what genres they prefer to read, children said they were most drawn to funny stories (49%), adventure stories (40%), and fantasy stories (30%). However, many of the books cited alongside these genres—for example, Diary of a Wimpy Kid, Lottie Brooks, and Harry Potter—explored serious topics like conflict with friends, bullying, or bereavement.
A challenge with older readers
While children of all ages can gain emotional insights from a wide range of books and genres, the findings suggest that, as they get older, many need help maintaining their connection with reading.
Nearly three-quarters (72%) of children aged 7-10 said they liked reading, however, this fell to 59% among 11-14-year-olds. Reading frequency also dropped, with 79% of 7-10yr olds who said they read at least once a week, compared with just 61% of those aged 11-14.
One possible reason for this decline is that some older children do not see books as relevant to their daily lives. While 57% of 12-14-year-olds recognize the value of reading, one in four (27% of 12-year-olds; 25% of 13-year-olds; and 29% of 14-year-olds) disagreed that books had helped them navigate situations they have faced. A further 17% are neutral on the topic.
This presents an opportunity to provide more support to help older readers discover books that reflect their experiences and interests so that they feel reading is more meaningful and engaging.
Elizabeth Munn, Managing Director of OUP’s Education division, said: “This research shows how deeply children are engaging with the books they read and using them to make sense of the world around them. It’s incredible to see how children are actively applying what they read on a page to real life—whether that’s understanding the perspective of somebody else, navigating a situation in their own life, or reflecting on their own behaviour towards others.
“Children are growing up in an increasingly complex world. Our research reaffirms that reading remains one of the most powerful ways to help them develop empathy, confidence, and emotional understanding—skills that are just as important as academic success in equipping them for the future.”
The report also includes contributions from leading literacy and education organizations, including Book Aid International, EmpathyLab, and the National Literacy Trust.
Read the full report here.
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