The ESPN Era: Why WWE Can't Recreate the Attitude Era in a PG World
After years of raw talent and controversial storylines, the idea of a second Attitude Era at WWE is nothing more than a distant dream. The days of infamy and rating supremacy are long gone, replaced by a more family-friendly atmosphere and a more cautious approach to creativity. This change in tone is discussed alongside the reasons why another Attitude Era is unlikely to occur in today's world.
From the Attitude Era to the Current Period
As we look back on the Attitude Era, it's clear that what made it so memorable was the combination of both the brand's creative vision and the roster depth. During that time, WWE had a roster filled with iconic talent that audiences couldn't help but tune in to see. Whether it was The Rock, Austin, or Triple H, each wrestler brought something unique to the table, contributing to the era's overall success.
Fast forward to 2021, and the landscape has changed dramatically. Specifically, Vince McMahon has been hesitant to develop new stars, fearing that they will leave for greener pastures. Cases in point include AJ Styles, who reached stardom through NXT, and the eventual departure of familiar faces like The Rock and John Cena to Hollywood. This cautiousness stems from a fundamental shift in the entertainment landscape, where being a wrestling star no longer guarantees the same level of fame and success.
Vince Russo: The Architect of the Attitude Era
Arguably, no one played a more crucial role in shaping the Attitude Era than Vince Russo. As a writer, he was the driving force behind many of the memorable storylines and moments that made the era so iconic. Whether it was the Undertaker embalming Austin at a funeral home or the explosive confrontations involving Mark Henry and Mae Young, these storylines captivated audiences and ensured high viewership.
While Russo's approach to writing often pushed the creative boundaries to new heights, it also led to some questionable storylines. Nonetheless, the sheer entertainment value and the intrigue generated by his work contributed significantly to WWE's success. However, such freedom and boldness, critical to the Attitude Era, are no longer acceptable in today's more regulated environment.
Current Creative Constraints
With WWE now a publicly traded company, there are significant legal and ethical considerations that limit the creative flexibility that characterized the Attitude Era. In 2021, major risks associated with controversial storylines and on-screen conduct are simply not worth the potential backlash. Recent attempts, such as Rusev and Lana's cuckold angle, have been modest at best, reflecting a cautious approach to maintaining a family-friendly image.
Additionally, the creative team is no longer composed of former wrestlers with intimate knowledge of the roster. Instead, the creative directorship is often filled by individuals from the film and television industry who may lack a deep understanding of the pro wrestling culture. While some may argue that these newcomers bring fresh perspectives, their current production model lacks the nuanced storytelling and authentic ring chemistry that defined the Attitude Era.
The Shift in WWE: From Risk-Taking to Safeguarding Brand Value
The changing times have forced WWE to adapt to a more regulated and family-friendly environment. This transformation is characterized by a focus on maintaining brand value and avoiding any potential controversies that could damage their public image. While this approach ensures a steady presence on the landscape, it also means that the kinds of high-stakes, high-risk storylines that were hallmarks of the Attitude Era are no longer possible.
Today, WWE prioritizes stability and long-term brand health over short-term ratings spikes. Consequently, any attempt to recreate the Attitude Era would face significant challenges, both in terms of creative freedom and audience expectations. The legacy of the original era is deeply embedded, and any new era would need to find a new balance of risk and reward, something that is currently beyond the bounds of WWE's current business model.
As WWE moves forward, it will be interesting to see how they navigate this new landscape. While the Attitude Era remains a part of wrestling history, the reality is that a second chapter in its form is simply not feasible. The world has changed too much, and WWE, like any leading entertainment company, must evolve to meet the demands of its changing audience.