WWE'S ATTITUDE ERA: A Case Study in Storytelling & Archetypes

When I first learned about Jungian archetypes, I was enamored by how prevalent they were in the world around us. Not only did a former Chief Strategy Officer I worked for teach me how to apply them to marketing and branding, but my mind began to analyze everything through that lens when it came to storytelling in general.

I've been wanting to write this post for years. But, you know how it goes: work, life, kid, repeat. Posting about professional wrestling, archetypes, and story telling on LinkedIn just wasn't up on the priority list. With my free time, however, the topic has been replaying over and over in my head. So, I thought I'd finally get around to actually putting pen to paper... err... fingers to keys?

WHY THE WWE? WHY THE ATTITUDE ERA? JUST... WHY?

If you know me, then you know I have a small history with professional wrestling. Growing up as a kid in the late 80s and early 90s, the WWF was the thing. Hulk Hogan. The Ultimate Warrior. Andre The Giant. These characters were beyond larger than life; they were titans of entertainment. They were superstars.

As the 90s continued on, professional wrestling became one of the most popular pop-culture phenomenons of the 20th century. In the late 90s and the early 2000s, WWE's Raw was scoring in the 7.0-8.1 range. For contrast, the 2022 NBA Finals averaged in the 6.0 range.

WWE's "Attitude" Era - as it has been dubbed - featured some of the most iconic characters and storylines ever told. From DX's antics during the Monday Night Wars, "Stone Cold" Steve Austin raising hell every time you turn on the TV, and the Undertaker's Hollywood-esq theatrics, it was simply "can't miss TV." But, I've always wondered, "Why?" Why was the WWE (WWF) so successful during that time period? Was it luck? Was it the advancement of TV & cable? Was it that there was a secret formula that Vince McMahon and the writers were using to come up with these incredible storylines? And, I think, most importantly, why hasn't wrestling achieved the same heights in terms of cultural relevance since that time?

The more I've learned about archetypes and storytelling, the more I've come to believe: the secret sauce was archetypes.

CHARACTERS THEN VS. NOW

I truly believe that the characters of the WWE were perfectly written because they balanced the line between the "larger than life" characters of the 80s and the athletes and performers of today's squared circle.

Archetypes are universally understood symbols or characters that tap into the collective unconscious of the human mind. We recognize Indiana Jones as "The Explorer" or - from the branding side - Apple as "The Creator" because these characters and brands have traits and characteristics that appeal to an aspect of our belief system. It is why we gravitate towards a favorite character in a show or a brand of shoes on a shelf. They represent what we value or what we desire.

In the 80s, WWF's characters were superstars. We saw Hulk Hogan as the iconic American hero. But we never saw ourselves in him. Just what he represented. Today's WWE roster is filled less with Hulksters, Warriors, and Stingers; it is filled with AJs, Johns, and Romans. Yes, they have a persona. They have their character. Some even lean into archetypes a bit. But, when it comes to that balance between the characters, symbolism, and the audience's ability to say, "That's me. That's exactly what I want to be," the WWE's Attitude Era took the cake. And here's how just some of the main stars represented the various archetypes that Carl Jung discovered many years ago.

The Hero - The Rock

While The Rock entered the Attitude Era as the villain (or heel), he ended it as the quintessential example of the "Hero" archetype during the WWE's Attitude Era. "The Most Electrifying Man in Sports Entertainment" had a charismatic and confident personality - which coupled with his catchphrases and natural charisma - made him an instant fan favorite. His in-ring skills, combined with his larger-than-life personality, made him a true hero to fans. He was often depicted as the champion of the people, fighting against corrupt authority figures and evil villains. The Rock's unwavering resolve and never-say-die attitude made him a symbol of hope and inspiration to fans. He was always ready to do what was right, no matter the cost, and was widely regarded as the moral center of the WWE during the Attitude Era. All these traits made The Rock the perfect example of the "Hero" archetype, and cemented his status as one of the greatest and most beloved professional wrestlers of all time.

The Outlaw - “Stone Cold” Steve Austin

There might not be a better example of an archetype than "Stone Cold" Steve Austin as the "Outlaw" archetype of the WWE's Attitude Era. "The Texas Rattlesnake" was depicted as a rebellious, no-nonsense, anti-establishment character who defied authority figures and thumbed his nose at conventional norms. Austin was a true outsider, who refused to play by the rules and lived by his own code of ethics. He embodied the spirit of the "Outlaw" with his middle finger salute to the establishment, and his willingness to take on all comers, no matter the odds. Fans saw him as their "guy" because he was seen as the ultimate rebel, standing up for the little guy against the corrupt and unjust system. From beer chugging to giving his boss a "Stone Cold Stunner," Austin was the perfect example of the "Outlaw" archetype.

The Magician - The Undertaker

No one better represented the "Magician" archetype than "The Deadman" himself - especially during the Attitude era. Taker had a mystical and otherworldly presence, with his supernatural gimmick, dark demeanor, and iconic entrance complete with smoke, lightning and the chiming of a funeral bell. He always managed to captivate and awe audiences with his supernatural abilities and athleticism in the ring. He also had a reputation for disappearing and reappearing at will, adding to his mysterious persona. With his mystique and impressive in-ring abilities, The Undertaker embodied the "Magician" archetype and remains one of the most legendary and iconic figures in professional wrestling history.

The Ruler - Vince McMahon

Vince McMahon, the chairman and CEO of WWE, was an perfect example of the "Ruler" archetype during the Attitude Era. Mr. McMahon was depicted as a powerful, authoritarian figure who controlled the WWE and made all the big decisions. He was often portrayed as a tyrannical boss who didn't hesitate to use his power and influence to get what he wanted. Vince's larger-than-life personality and willingness to bend the rules to achieve his goals made him a formidable figure in the WWE, and a symbol of absolute power and authority. From his feuds with "Stone Cold" Steve Austin and The Rock to being revealed as "The Greater Power" of Undertaker's Ministry of Darkness, all these elements made Vince McMahon a perfect representation of the "Ruler" archetype and one of the most influential figures in professional wrestling history.

The Lover - Shawn Michaels

Known for his good looks, charisma, and athleticism, "The Heartbreak Kid" Shawn Michaels was a perfect embodiment of the "Lover" archetype. HBK had a strong connection with the fans, particularly the female demographic, and was often depicted as the quintessential ladies' man. His signature moves, such as the Sweet Chin Music, were performed with a smooth, graceful flair. In addition, his on-screen romances and dramatic break-ups added to his image as a passionate and emotional lover. He also had a reputation for putting on some of the most exciting and entertaining matches, further establishing him as a fan favorite, which was only cemented through his run with DX. Which leads us to...

The Jester - D-Generation X

If there's anyone or anything that encapsulated WWE's Attitude era, it was D-Generation X and they were a perfect example of the "Jester." Some could argue they were the "outlaws" considering the stable did include the New Age Outlaws, Triple H, Shawn Michaels, X-Pac, and Chyna, but was known for their humorous and irreverent attitude, often pushing the boundaries with their antics and jokes. They were the ultimate pranksters and rebels, thumbing their nose at authority figures and societal norms. D-Generation X's wild and unpredictable behavior made them fan favorites, as they brought a sense of lightheartedness and humor to the often serious and intense WWE programming of the Attitude Era. The faction was comprised of larger-than-life personalities and expert showmen, making their comedic routines, entrances, and matches even more entertaining.

The Innocent - Mick Foley

This was an archetype I struggled with for a bit because who represents "The Innocent?" What character best exhibited that child-like personality in an era filled with edgy gimmicks and personalities? Well, it wasn't one character, it was three. Mick Foley, also known by his ring names Cactus Jack, Mankind, and Dude Love, was a perfect representation... or representations... of the "Innocent" archetype. He was depicted as a lovable and quirky character who was a bit awkward and sometimes clueless, but had a heart of gold. He was known for his hardcore style and willingness to put his body on the line, but also for his childlike innocence and sense of humor. Foley's innocence was a breath of fresh air during the often violent and edgy Attitude Era, and he was a fan favorite due to his relatable and endearing personality. Despite being a hardcore wrestler, he was often seen as the quintessential good guy, always willing to help others and never willing to stoop to the level of his opponents. Cactus Jack. Mankind. Dude Love... The Innocent. Kind of crazy enough that it works.

The Creator - Chris Jericho

Why Chris Jericho as the "Creator?" From the time he walked onto the scene, he declared that "RAW is JERICHO." The Creator is one of the most individualistic archetypes on the wheel and if the ring was the canvas, Jericho was the brush. Known for his creative and innovative in-ring style, always seeking to push the boundaries and try new things. Beyond the ring, Jericho was a versatile performer who could adapt to any situation and always managed to find a way to make an impact - from his engaging mic skills to his musical talent with his band, "Fozzy." His creativity and fearlessness made him a unique and captivating figure in the WWE, and he quickly became a fan favorite... for better or worse. What is even more impressive is that Y2J is still creating new moments in the ring and on the stage to this day.

The Explorer - The Hardy Boyz

Known for their high-flying, risk-taking, and innovative in-ring style, The Hardy Boyz, a tag team consisting of Matt and Jeff Hardy in the WWE, were a perfect representation of the "Explorer" archetype because they broke the mold of traditional professional wrestling. They constantly pushed the limits of what was possible in the ring, and were always seeking new and exciting ways to entertain the fans. Their fearless approach to wrestling, combined with their daredevil attitudes, made them a fan favorite and a crucial part of the evolution WWE's Attitude Era. The Hardy Boyz's adventurous spirit and their relentless pursuit of innovation made them the perfect example of the "Explorer" archetype, always marching to the beat of their own drum, constantly blazing their own path forward, and finding new ways to express themselves in a unique way.

The Sage - Bret “The Hitman” Hart

How do you find an old wiseman in the midst of the WWE's youngest generation Well, Bret Hart was the perfect representation of the "Sage" archetype during the WWE's Attitude Era being that it was towards the end of his historic run with the company. Known for his exceptional technical skills, his quiet and reserved personality, and his unwavering dedication to the sport of professional wrestling, Hart was often depicted as a wise and experienced veteran, always ready to offer advice and guidance to his fellow wrestlers. His vast knowledge of the wrestling business and his mastery of in-ring psychology made him one of the most respected figures in the WWE. His reputation as a true professional and a knowledgeable veteran made him a fan favorite and the true definition of "The Best There Is. The Best There Was. And The Best There Ever Will Be."

The Caregiver - “Hurricane” Helms

Now, the Caregiver archetype was probably the absolute hardest archetype to track down in WWE's attitude era roster. Much like The Innocent, this archetype is difficult to place during an era that was so edgy. Who was the one that represented service to mankind? That showed compassion and played with fairness? Well, stand back citizen, because Shane Helms, also known as Hurricane Helms, was a perfect representation of the "Caregiver" archetype during the WWE's Attitude Era. Despite his superhero persona and athletic abilities, he was often depicted as a nurturing and compassionate figure, always looking out for his friends and allies. He was a reliable and dependable wrestler, always there to support his team and help them succeed. While he rarely succeeded in his feuds with some of the biggest bad guys of the WWE, his selfless and giving nature, combined with his in-ring skills, made him a fan favorite and an entertaining member of this era.

The Everyman - Jim Ross

Finally, one of the most popular archetypes - especially in branding and storytelling - the Everyman. While maybe Steve Austin represented the blue collar community, he raised a little too much hell for me. That is why the best wrestling commentator in the business, Jim Ross, was the perfect representation of the "Everyman" archetype, because of his down-to-earth personality, relatable speaking style, and his genuine love for the sport of professional wrestling. Despite being an integral part of WWE programming, Ross was never portrayed as larger-than-life or over-the-top, but rather as a regular guy who connected with the audience as a familiar and comforting presence during the often chaotic and intense Attitude Era - always bringing a sense of normalcy and stability to the broadcast. Ross's everyman persona made him a relatable and beloved figure among professional wrestling fans, and he remains one of the most respected figures in the industry to this day.

We may disagree on which archetype falls to which character. But, it is hard to ignore that when it comes to tapping into human motivational systems and being able to generate emotional response from their audience, WWE's Attitude Era storytelling was top notch.

I do believe that we - advertisers, storytellers, and even WWE writers - can learn a lot from this era and, simply, how powerful archetypes are to connecting with an audience.

So, as you sit down to watch Wrestlemania, the next episode of Yellowstone, or read a new book, see if you can find the archetypes of the story. If you can, there's a pretty good chance you'll enjoy what you're consuming.

Thank you for coming to my Ted Talk on Archetypes and the WWE.