The Word of the Year Points to the Collective Loss of Our Minds

The Word of the Year is supposed to capture the moment we’re living in—our collective mood, our shared madness. As Amogh Dimri explains in “Rage Bait Is a Brilliant Word of the Year,” we’re no longer defined by reason or restraint but by whatever emotion the attention economy yanks out of us. Dimri reminds us that 2023 gave us rizz and 2024 bestowed brain rot. In other words, when our brains aren’t decomposing from endless scrolling, we’re wide awake and quivering with unhinged outrage. This may explain why I now hate driving more than folding laundry or going to the dentist. The roads are filled with people whose minds seem equal parts rotted and enraged—and the algorithms aren’t helping.

Dimri cites the Oxford English Dictionary’s definition of rage bait as “online content deliberately designed to elicit anger” in order to goose traffic and juice engagement. An elegant description for something as crude as poking humanity’s collective bruise.

Critics complain that Oxford’s online voting process indulges the very brain rot it warns us about, but I’m with Dimri. Oxford is right to acknowledge how digital speech shapes culture. Ignoring these terms would be like pretending smog doesn’t count as weather. Rage bait is influential because it packs the whole human condition—weakness, manipulation, and political dysfunction—into two syllables. And, as I’d add, it also produces drivers who treat the road like a demolition derby.

As for predecessors, rage bait didn’t appear out of thin air. Vince McMahon practically drafted its blueprint decades ago. His wrestling empire ran on kayfabe, where performers wore the mask of rage so long they eventually believed it. Something similar has infected our online discourse. The performance swallowed the performer, and here we are—furious, fragmented, and algorithmically herded into traffic.