New Research Explores Online Anger and the Impact of Rage Bait

Research from Clare Wiznura, a recent graduate of UBC Okanagan, sheds light on how anger manifests in online environments, revealing that digital outrage can often feel more intense than face-to-face interactions. Wiznura’s master’s thesis focused on the expression of frustration, hostility, and outrage across social media platforms and surveys, highlighting significant differences in communication styles.

Understanding Online Anger Dynamics

Wiznura’s findings indicate that the context, distance, and design of online platforms contribute to the heightened experience of anger in digital spaces. She observed that when individuals believed they were communicating directly with someone, they exhibited more restraint. “Even when participants were clearly upset, they were more measured,” Wiznura noted. “They asked questions and avoided using all capital letters and insults.” This self-control, however, diminished in broader online comment sections where “hot” anger—characterized by loud, aggressive, and emotionally charged language—prevailed.

Through her research, Wiznura found that interpersonal exchanges demonstrated greater emotional regulation. Participants were less likely to engage in hostile language when they were aware of who they were addressing. “Online, there’s often a decreased sense of social presence,” she explained. “People feel more comfortable being mean in ways they likely wouldn’t be in person, even though we know these are still real people on the other side.”

Another significant aspect of Wiznura’s study was the interpretation of emotional language. More than half of survey participants indicated they struggled to ascertain whether language was angry or hostile without understanding the context or the relationship between the speakers. “The same words could be interpreted very differently depending on the situation,” she stated. “People repeatedly said, ‘If this was the context, then, yes, it’s angry. If it’s another context, maybe not.’” This complexity makes categorizing emotional language more challenging than often assumed.

The Rise of Rage Bait

Wiznura’s research delved into the concept of rage bait—content specifically designed to provoke outrage and enhance engagement. Notably, she emphasized that creators of rage bait do not need to feel anger themselves to incite it in others. “Rage bait has become a significant factor in how anger circulates online,” said Dr. Christine Schreyer, Wiznura’s supervisor and Professor of Anthropology. “People may not be angry themselves, but they are deliberately provoking anger in others.” This dynamic is crucial for understanding language and emotion in digital spaces.

The relevance of this research comes at a time when public discourse around online outrage is intensifying. In fact, Oxford University Press named “rage bait” its Word of the Year for 2025, signaling the term’s integration into everyday language. Dr. Schreyer remarked on the cultural significance of online discourse, stating, “Words of the Year reflect an emphasis in society, something that represents a snapshot in time.”

Wiznura cautioned against overextending her findings to draw broad societal conclusions. “It’s very easy to feel connected through social media, but that connection is fundamentally different from in-person relationships,” she pointed out. “There’s real value in what we sometimes call ‘third spaces’—libraries, community centres, places where people gather without a screen in between.”

Her research emphasizes the necessity of understanding how anger operates in digital environments. By examining these dynamics, individuals may engage with each other more thoughtfully, ultimately fostering healthier communication online.

As society navigates the complexities of digital interactions, Wiznura’s findings serve as a critical reminder of the nuances involved in online communication, particularly in fostering empathy and understanding among users.