The Oxford University Press has chosen ‘rage bait’ as its 2025 word of the year (technically words of the year) after deliberating between it, ‘aura farming’ and ‘biohack’. The definition of each while I ponder when Gen Alpha made a hostile takeover of the Oxford University Press.

aura farming (n.)
The cultivation of an impressive, attractive, or charismatic persona or public image by behaving or presenting oneself in a way intended subtly to convey an air of confidence, coolness, or mystique.

biohack (v.)
To attempt to improve or optimize one’s physical or mental performance, 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.

rage bait (n.)
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 account.

Well, there you have it. It doesn’t feel great, does it? Of course the 2024 winner was ‘brain rot’ and 2023 was ‘rizz’, so I guess it shouldn’t come as a surprise. A disappointment, yes. But, to answer my pondering from earlier, I guess by 2023.

Thanks to Addie, who agrees surely there were better options.