Ever stumbled upon something online that seems intentionally crafted to stir up anger and provoke strong reactions? Chances are, you’ve encountered “rage bait”—a type of content strategically designed to incite outrage and boost user engagement.

This phenomenon has become so widespread that the Oxford Dictionary has declared “rage bait” as its Word of the Year.

The usage of this term has tripled recently, indicating that people are increasingly aware of how they’re being swiftly pulled into divisive discussions and arguments. This trend is largely a result of social media algorithms and the addictive allure of content that fuels anger, according to a statement from the UK-based dictionary on Monday.

“Outrage breeds engagement, algorithms magnify it, and ongoing exposure leaves us mentally drained,” noted Grathwohl.

“These terms don’t merely reflect trends; they shed light on how digital platforms are reshaping our thoughts and behaviors.”

Similarly, “aura farming,” which is the art of cultivating a captivating or charismatic persona by subtly projecting an image of confidence, coolness, or mystique, was depicted as a cardigan-clad, tote bag-toting individual, perpetually one matcha away from completing an experimental screenplay.

And biohack, “an attempt … to optimise one’s … health, longevity or wellbeing by altering one’s diet, exercise routine, or lifestyle, or by using other means such as drugs, supplements or technological devices,” was visualised as someone hooked up to a green IV drip and wearing an LED face mask, who had taken “27 phytonutrient-dense plants” by 6.34am.

Rage bait, meanwhile, slopped milk and sugar everywhere while he made a cup of tea, before picking his toenails and pouring the milk over himself.