Outrageous headlines, offensive videos and spiteful memes, the Internet is fraught with content designed to make you angry. It’s often called ragebait. Here’s how to stop ragebait from getting under your skin.
The term ragebait emerged in the 2010s to describe digital content that lures users in by eliciting an emotional response. Unlike its meaner cousin, clickbait, ragebait only seeks to incite and provoke anger, rather than curiosity. The more people comment, share, and argue, the more visibility and ad revenue the post earns. In other words, the angrier we get, the more it wins.
Part of how humans are wired is to have a strong reaction to injustice, and social media platforms have learned to capitalise on that instinct. Their algorithms notice which posts make us pause, frown, or type a reply.
Over time, we’re shown more of what triggers us, even if it makes us miserable. That’s why your feed might sometimes feel full of negativity. It’s not because the world suddenly got worse; it’s because outrage keeps people scrolling.
For those of us who didn’t grow up in the social media era, this can feel both confusing and exhausting. Many older New Zealanders use Facebook or YouTube to stay in touch with friends, family, and news. But what starts as a way to stay connected can quickly become a flood of angry voices and sensational headlines.
Once you start recognising common ragebait patterns, you’ll spot them everywhere, and that awareness is powerful. Ragebait uses loaded language to spark outrage, oversimplifies complex issues into heroes and villains, makes claims without sources or context, and aims to provoke feelings rather than thoughtful engagement.
Take back control
There are several strategies one can employ to reclaim control and prevent ragebait from winning, starting with simply pausing before reacting. When something online makes you angry, taking a few seconds before clicking or commenting can break the automatic loop of outrage and help you decide whether it’s really worth your energy.
It also helps to avoid feeding the fire; engaging with ragebait, even to disagree, boosts its reach. Instead, hiding or muting these posts teaches the algorithm not to serve you more of the same,
while following pages that share thoughtful news or uplifting content helps restore balance in your feed.
Checking before sharing is another powerful tool. Taking a moment to verify a source can stop misinformation from spreading and save you and others unnecessary stress.
And above all, protect your peace. Turning off notifications, stepping away from the news, or simply going for a walk can create the breathing room needed to reset your mindset and stop outrage-driven content from taking over your day.
Ragebait wastes time and can shape our perspective on the world if we let it. Constant exposure can leave us feeling tense, distrustful, and convinced that people are more divided than they really are. Yet when we step away from our screens and spend time with neighbours, friends, or whānau, we’re reminded that most people are far more reasonable and kinder than the online noise suggests. By refusing to take the bait, we keep our focus on what truly matters: genuine connection, understanding, and community.
