Oxford University Press recently named “rage bait” as its Word of the Year, but another word on the shortlist caught everyone’s attention. That word is “aura farming.” But do you know what this term means, and what role it plays in Gen Z culture? Read on to find out.
While “rage bait” means content deliberately designed to elicit anger or outrage by being frustrating, provocative, or offensive, “aura farming” refers to cultivating a public image by presenting oneself in a way intended to subtly convey an air of confidence, coolness, or mystique.
Notably, the word aura originates from the ancient Greek word “aúra,” which means breeze or breath.
In modern Gen Z culture, it refers to an energetic field, personality, or vibe around a person. In other words, aura is the energy that surrounds an individual. It reflects their personality, emotions, and inner presence. A strong aura can attract attention and influence others effortlessly, according to Gen Z culture.
The term “aura farming” became popular after an 11-year-old Indonesian boy named Ryan Arcandika performed a boat dance during the Pacu Jalur race event, which became an internet sensation.
In the viral video, Ryan is seen wearing sunglasses and looking nonchalant while dancing on a boat. The internet quickly took on the trend and filled social media with short video clips imitating the “aura farming boy.”
And just like that, a boy dancing on a boat rewrote the internet’s algorithm, propelling “aura farming” onto Oxford University Press’ Word of the Year list.
PNN
