hook, line and sinker (12. 971)

Named the word of the year after a public vote for Oxford University Press (previously) recognises the rise of outrage-driven online content over contenders like aura farming and biohacking with rage bait. A survey of digital climate has found a three-fold increase of the term that refers to content deliberatively stoking anger by being frustrating or offensive as a proxy for engagement, attention commodified as emotional manipulation over the lexically related but somewhat dulled and less potent clickbait. The OED sources the first instance of the term in relation to the phenomenon of “road rage” in attempting to provoke a response from a Usenet forum in 2002 with the concept now migrating to standard use in news rooms and on social media.