In the beginning there was “clickbait”, a desperate attempt by online content creators to get viewers to fall for their pitch, hook, headline and sinker. Now, it is the era of the “rage bait”, plucked out from the clamour of the internet, crowned the word of the year by Oxford University Press (OUP), and defined as “online content deliberately designed to elicit anger or outrage by being frustrating, provocative or offensive”. In a culture in which........

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