While the Attitude Era is remembered as the defining period in WWE history, it was hardly something that was pre-planned. There was no grand scheme in place to incorporate edgier content into the shows, nor was there any strategy to dub its new direction "attitude." Instead, the most revolutionary era the company has ever produced was in direct response to a one-sided ratings ass whooping the likes of which nearly put Vince McMahon and his promotion out of business. With WCW captivating fans with the New World Order story, and WWE getting beaten down on a weekly basis, McMahon had no choice but to listen to his wrestlers. Shawn Michaels and Hunter Hearst Helmsley had been expressing the importance of embracing a more adult-oriented brand of wrestling and in 1997, McMahon gave in. The shows became raunchier, featured more violence and sexuality, and saw the rise of beer-drinking, foul-mouthed "Stone Cold" Steve Austin to the top of the industry. https://www.youtube.com/watch?v=PjBeCwz2fXg The appearance of Mike Tyson in the weeks leading into WrestleMania XIV helped attract viewers and from there, the show became the hottest thing in pop culture. Raw was destination programming, thanks to the decidedly non kid-friendly show that McMahon had produced. Crop chops were all the rage, Sable's 38 Specials were the object of every male fan's attention and everyone realized they better know their roles or shut their mouths. WWE defeated WCW, putting the Ted Turner-owned company out of business within three years. It remains the greatest and most effective act of desperation McMahon has ever and, probably will ever, make.
Erik Beaston is a freelance pro wrestling writer who likes long walks in the park, dandelions and has not quite figured out that this introduction is not for Match.com. He resides in Parts Unknown, where he hosts weekly cookouts with Kane, The Ultimate Warrior, Papa Shango and The Boogeyman. Be jealous.
