In the entertaining but sometimes outlandish realm of professional wrestling, the dynamic interplay between characters known as "heels" and "babyfaces" mirrors broader societal narratives, especially those shaped by neoliberalism. Heels, the antagonists of the wrestling world, often engage in underhanded tactics and exhibit morally questionable behaviors to gain an advantage, thriving on audience disdain. Conversely, babyfaces, or heroes, embody virtue, integrity, and the moral high ground, winning the crowd's adoration through their commendable actions and resilience against adversity. This dichotomy not only entertains but also encapsulates the essence of the neoliberal hero, a figure deeply embedded in our cultural psyche.
Neoliberalism, a political and economic philosophy advocating for free markets, deregulation, and minimal government intervention in the economy, emphasizes individual success and self-reliance. It shapes our understanding of heroism, valorizing personal achievement and the conquest of challenges through individual effort. In the wrestling ring, these narratives come to life through the dramatic arcs of wrestlers who cycle between being heels and babyfaces, captivating audiences with their journeys of downfall and redemption.
Take, for example, the career transformations of The Rock and Hulk Hogan, two of wrestling's most iconic figures. The Rock's transition to a heel character marked one of the most successful periods of his wrestling career. His then newfound persona resonated with audiences, perhaps because it revealed the complexities of heroism and villainy. Similarly, when Hulk Hogan adopted the "Hollywood Hogan" persona, embracing villainy over the traditional hero role that had long defined Hogan, his popularity soared, leading to a ratings victory for WCW over WWE for nearly two years.
Such transformations highlight the allure of the anti-hero and the blurred lines between good and evil, reflecting a neoliberal power fantasy. This fantasy, much like in video games, appeals to our desire for control and dominance over adversities. While babyfaces symbolize the idealized versions of humanity, imbued with honor and respect, they also represent our collective longing for a savior from the oppressive "system." Meanwhile, heels embody the institutional unfairness that allows some to ascend to the pinnacle of success through questionable means, challenging the notion of meritocracy that neoliberalism purports to uphold.
Over time, the "squeaky clean" image of the babyface, akin to a Superman figure, starts to wane in appeal, a phenomenon deeply intertwined with the neoliberal values pervading our society. Initially, we elevate these paragons of virtue, viewing them as the epitome of what one can aspire to be. Yet, the closer we look, the more we realize the chasm between their elevated status and our own realities. While their ascent, marked by valor and integrity, inspires us, their subsequent dominion atop the hierarchy reveals a disconnect. Once they conquer the proverbial "system," they no longer resonate with us on a personal level; instead, they appear as unrelatable paragons of perfection—too flawless, too righteous, almost irksome in their unwavering morality.
Our desire then shifts towards uncovering the "real" hero beneath the cape—the one fraught with desires, emotions, and the capacity to defy expectations by embracing their imperfections. We yearn to witness a version of Superman who isn't shackled by the need to constantly uphold virtue, but rather one who dares to acknowledge and act upon their intrinsic human desires. This craving signals a profound shift in our cultural ethos; we begin to reject the neoliberal ideal of an infallible, solitary champion, recognizing instead the strength in vulnerability and the authenticity of imperfection.
Consequently, the character who once stood as a beacon of neoliberal triumph—exemplifying individual prowess and the solitary conquest of challenges—morphs into a figure emblematic of weakness. In their refusal or inability to transcend the polished veneer of the hero and embrace their genuine self, they betray a fundamental fear: the reluctance to confront and accept their inherent human flaws. This transformation not only undermines their previously unassailable position but also challenges the very foundation of neoliberal ideology, which champions individual strength and success. It underscores a broader cultural realization that true power lies not in unwavering perfection, but in the courageous acceptance of one's vulnerabilities.
The cyclical narrative of wrestling's babyfaces, those paragons of virtue and valor, often grows tiresome due to the underlying influence of neoliberal values in our society. Initially, these superhero-like characters captivate us with their journeys of overcoming adversity and embodying the quintessential "good guy." However, once they vanquish the proverbial "system" and secure their place at the pinnacle, their appeal wanes. The reason? Our societal lens, tinted by neoliberal ideals, begins to find the unblemished, overly righteous character unrelatable. The once-admired Superman figure now seems detached from the complexities and imperfections that define the human experience. We yearn for a Superman who exhibits real desires, emotions, and the courage to embrace imperfection publicly. This shift in perception demotes the character from a neoliberal icon of success and power to a figure perceived as timid and overly conformist, far removed from the ideals of individual strength and achievement.
This pattern of transformation is a familiar spectacle in the WWE universe, with the narrative of Hulk Hogan as stated prior, serving as a prime illustration. Hogan, a towering figure in professional wrestling, experienced a notable decline in popularity by the early '90s. Despite his legendary status, his character began to feel outdated, and by WrestleMania 8 in 1992, even faced audience backlash. Hogan's transition to WCW in 1995 initially did little to rejuvenate the wrestling scene or his own persona, as he essentially reprised his WWE character. The industry was in dire need of a new kind of hero, one that could reinvigorate its appeal, and Hogan, in his then-current heroic persona, was not the answer. However, in 1996, Hogan's radical transformation into a villainous character with the New World Order (NWO), complete with a defiant attitude towards fans and a rebellious black and white aesthetic, revitalized his career. This bold move not only propelled Hogan back into the limelight but also significantly boosted WCW's mainstream appeal, surpassing WWE in television ratings for nearly two years consecutively.
The phenomenon of evolving audience preferences through the lens of the neoliberal hero is vividly exemplified by the career trajectory of Dwayne "The Rock" Johnson. Initially introduced to wrestling fans as Rocky Maivia, his character was the epitome of the archetypal hero, yet he failed to resonate with the audience. His persona was perceived as unexciting and outright boring, leading to disinterest and disengagement among fans. However, the tide turned dramatically when The Rock adopted a heel persona, embracing a brash, trash-talking demeanor, donning extravagant "$500 shirts," and ridiculing everyone in sight. This transformation into a bold, unapologetic figure who embodied the excesses and swagger of neoliberalism captivated fans, catapulting The Rock to unparalleled heights of popularity. Today, he is celebrated as one of the greatest and most successful wrestlers in history.
As The Rock's wrestling career is approaching its twilight, his character has largely maintained a clean, heroic image, albeit with hints of a "bad boy" undercurrent. Yet, once again, audiences began to grow weary of this "babyface" persona. The anticipation for a more authentic, edgy version of The Rock grew, reaching a crescendo when he once again just a short few weeks ago, embraced his heel identity once more. By defiantly proclaiming his superiority in a manner that echoed the neoliberal confidence and individualism celebrated in our culture, The Rock reignited his connection with the audience. His declaration was a symbolic "middle finger" to the status quo, challenging and captivating fans with his unfiltered self-assurance and defiance. The Rock's shift back to heel not only rejuvenated his popularity, but also demonstrated the enduring allure of the anti-hero in the cultural landscape, proving that a character's complexity and willingness to break from convention profoundly resonates with our neoliberal culture.
The intricate dance between the personas of "heels" and "babyfaces" in professional wrestling not only mirrors the dynamics of neoliberalism but also embodies the cyclical nature of our cultural engagement with heroes and villains. Looking at the careers of current and modern wrestling giants such as John Cena and Roman Reigns, we can see that audiences crave neoliberal power fantasy and that the story of the Rock and Hogan back in the 90's was not just a one time fluke from a decade 20+ years now removed, but instead is a deeply cultural value that continues to permeate our society. John Cena, often regarded as a modern incarnation of Hulk Hogan, represents the quintessential babyface. His unparalleled charisma and heroic persona have cemented him as a mega star in the wrestling world. Yet, despite his success, there's been a persistent yearning from fans over the years for Cena to turn heel. This desire stems from a longing to see a beloved hero embrace the complexities and imperfections that resonate more deeply with the human condition. Despite occasional boos from the audience, reminiscent of Hogan's experiences, Cena has maintained his squeaky-clean image, never fully yielding to the darker allure of the heel persona. This decision underscores a tension between maintaining a heroic ideal and fulfilling the audience's thirst for a more nuanced, rebellious power fantasy.
Roman Reigns, on the other hand, serves as a compelling case study of the neoliberal narrative in the modern era. Initially presented as a babyface, Reigns faced significant pushback from fans, who were reluctant to embrace him in this role. However, his transformation into a heel marked a dramatic turnaround in his career, catapulting him to unprecedented heights as the longest-reigning WWE world champion in nearly four decades. Reigns' ascendancy as a heel, alongside his real-life cousin the Rock's recent turn to villainy, has revitalized the wrestling scene, positioning WWE once again as a pivotal force in shaping pop culture.
These narratives underscore a fundamental aspect of neoliberal ideology—the relentless pursuit of success, power, and individualism. Wrestlers like Cena and Reigns reflect the societal yearning for a hero who not only overcomes the system but also, at times, rejects its conventions outright, crafting their own path to glory. This shift from the babyface's struggle against the odds to the heel's defiant autonomy captures the essence of the neoliberal dream: to achieve greatness on one's own terms, even if it means embracing the darker facets of ambition and desire.
As such, the evolution from babyface to heel and back again is not just a story arc within the squared circle; it's a reflection of our collective psyche, grappling with the limits of heroism and the liberating allure of rebellion. In the world of professional wrestling, Cena's steadfast heroism and Reigns' triumphant embrace of the heel caricature embodies the ongoing tension between conformity and rebellion, a dynamic that resonates deeply with audiences navigating the complexities of neoliberal culture. Through their careers, we witness the constant rebirth of the neoliberal hero, ever shifting between the virtuous babyface and the compellingly flawed heel—two sides of the same coin, endlessly flipping and changing sides in the entertainment loop that is professional wrestling.
It's evident that the arcs of professional wrestlers—their ascent to glory, their battles against adversarial forces, and their ultimate positioning within the narrative—are symbolic of the broader neoliberal ethos that permeates our culture. This journey, inherently a power fantasy, resonates deeply with audiences. It encapsulates our collective desire to champion as the virtuous hero, to garner adulation, and to surmount the summit of success. Yet, this narrative reaches a climax when there are no more dragons to slay, leaving the hero atop an isolated peak, ensnared by the trappings of their own triumph. At this juncture, freedom and the thrill of the chase dissipate, supplanted by the monotonous stability of the status quo.
Confronted with this plateau, wrestlers—and symbolically, individuals within a neoliberal framework—face a binary choice: either to wane into obscurity or to reinvent themselves by embracing villainy. This transformation is not merely a narrative shift but a profound act of rebellion. It signifies a rejection of and a challenge to the established order, a quest to carve out a new domain governed by self-set rules and ambitions. This pivot illuminates the multifaceted nature of humanity: its darker, impulsive tendencies, and its enduring struggle for autonomy and significance within a rigid system.
Such narratives strike a chord with the everyman, reflecting our own confrontations with societal structures—be it bureaucratic red tape, wage stagnation, or authoritarian oversight. While the babyface's journey symbolizes our collective aspirations for overcoming systemic barriers, the heel's defiance embodies a raw rejection of those very constraints, offering a cathartic escape into a world where the individual sets the terms of engagement. Thus, the symbiotic relationship that defines the babyface and heel caricatures of professional wrestling transcends mere wrestling storylines, mirroring the neoliberal journey of power, rebellion, and identity within society. Through the lens of professional wrestling, we witness the unfolding of a larger cultural narrative—one where heroes and villains continually redefine themselves against the backdrop of societal expectations, in pursuit of individualistic ideals of success and freedom. This ongoing cycle, rich with complexity and contradiction, encapsulates the essence of the neoliberal spirit, as seen through the triumphs and trials of its most iconic figures in all of pop culture.
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Culture Theory