The WWF Attitude logo, used from November 1997 to May 2002 The Attitude Era is a term used by (WWE, then known as World Wrestling Federation or WWF), professional wrestling fandom and media outlets to describe the company's programming, branded as 'WWF Attitude', during the period when went head-to-head with 's (WCW) in a battle for each week during the latter half of the 1990s. The era was marked by a shift to more adult-oriented programming content, which was accomplished in a number of different ways; including an increase in the level of depicted violence and the incorporation of horrific, or otherwise characters and storylines created for. Similar to the, this era was part of a wider surge in the popularity of professional wrestling in the as television ratings and buy-rates for WWF and its rival promotions saw record highs. Several wrestlers rose to stardom and achieved mainstream notoriety during this boom period, including,,,,,, and.

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Wrestlers from rival promotion WCW, such as,,, and, would move on to the WWF and ultimately became headliners for the company. The era also saw an increase in the 's on-screen presence, starting with WWF owner 's 'Mr. McMahon' character, a persona of himself following the. McMahon had long appeared on WWF programming as a play-by-play commentator and interviewer prior to the incident, but his status as the legitimate owner of the company was not acknowledged on-screen until the aftermath of the Screwjob. His, and were eventually introduced into WWF storylines as versions of themselves, where they would ally or feud with Mr.

Experienced a resurgence in popularity, with prominent teams like,,,, and achieving superstardom and being featured in prominent storylines and matches during this time period. In particular, The Dudleys, The Hardys and Edge and Christian featured in several which were also introduced during this era. Distinguished stables were established in this era, such as,,, and who all developed major rivalries among each other during the time period. The, which laid dormant following, was reactivated in September 1998. While most of the company's female talent during this time period were marketed as sex symbols and often booked in sexually provocative gimmick matches, prominent female stars such as,, and were presented as legitimate wrestlers and even went up against their male peers in competitive.

The 'WWF Attitude' branding – in use since – was ceased on May 6, 2002, when the World Wrestling Federation changed its name to World Wrestling Entertainment, due to a. Despite the name change, the WWE continued to feature adult-oriented content until July 2008, when it returned to more programming. Vince Russo During the — a ratings battle between WWF's and WCW's — the WWF would transform itself from a long history of family-friendly programming into a more adult oriented product. The creative side of the product during the early stages of the era was spearheaded by Chairman and head writer, who drastically changed the way professional wrestling television was written.

Russo's style was often referred to as Crash TV — short matches, backstage vignettes, and shocking television. [ ] While the shows the December 15, 1997, episode of as being the first from the Attitude Era, WWE themselves have stated that, which took place over a month beforehand, marked the beginning of the era. They have also said that, and on March 29, 1998, were the starting point. Several miscellaneous events outside the major benchmarks have been credited with helping transition to the Attitude Era. A few years after the Hulkamania era, WWF needed more sales. In his book, Russo mentions the debut of the character in 1995 as a turning point in portraying a more adult character.

's 'loose cannon' persona has also been credited, highlighted by a 1996 segment when he pulled a gun on Austin and a 1997 storyline that contained sexual overtones with Goldust's. By 1996, WWF had also begun playing up female sexuality, led by and. After losing a against from within an attempt to win back the in March 1997, had angrily shoved McMahon to the wrestling mat as McMahon himself had tried to get a post-match interview from him and Hart had soon went into a profanity-laced tirade. Birth of Austin 3:16 [ ]. Hollywood Fx For Studio 5.5 Keygen more. Stone Cold Steve Austin was the top star and 'poster boy' of the Attitude Era, who previously wrestled in WCW and, first appeared in WWF in the 1996 as 'The Ringmaster' and was managed. For several months, Austin held the while DiBiase served as his mouthpiece.