As part of WWE’s recent “rebranding” effort (dropping “World Wrestling Entertainment” as the official company name, banning the word “wrestling”) – a document that was distributed internally has leaked out titled “The Language of WWE.” According to the Figure 4 Wrestling Newsletter, he document was sent to employees who do international voice-overs for WWE programming outside of the United States.
The sheet includes a list of words and phrases that have now been deemed “Incorrect Terminology” – along with what they consider the “Correct Terminology” to be used on their televised shows. From “The Language of WWE” –
“World Wrestling Entertainment (WWE) is a publicly traded entertainment company (NYSE: WWE) that creates and delivers a weekly action soap opera to its passionate fans.
WWE has been a recognized leader in entertainment for more than 25 years and has developed into one of the most popular and sophisticated forms of global entertainment today.
As a global entertainment brand, the language that we use when communicating on WWE is critical.
Please ensure that you are familiar and employing the below, effective immediately. “
Here are some of the terms that are banned and the alternatives that WWE wants used:
* “Wrestling” or “catch” is banned. Some European countries still use the term “catch” to describe pro wrestling and “catchers” to describe wrestlers.
* The following phrases are incorrect: “Wrestling is broadcast in 145 countries,” or “Catch is broadcast in 145 countries.” The correct terminology is: “WWE is broadcast in 145 countries.”
* Even the word “Sports” is no longer allowed. Instead, WWE is to be referred to as “Entertainment” or an “Action Soap Opera.” Seriously.
WWE gives these examples: “WWE is exciting entertainment” or “WWE is an exciting action soap opera”
* “Athletes” or “Sportsmen” are not allowed either. WWE gives the following example to use: “WWE Superstars are entertainers with tremendous athletic prowess.”
* The terms “fight” and “fighting” are not allowed. Matches must be referred to as “matches,” “bouts,” and “action.”
“The Language of WWE” concludes with the following “Key Soundbytes” to be used:
* “WWE is pure entertainment”
* “WWE is an action soap opera”
* “WWE Superstars are entertainers with tremendous athletic prowess”
COMMENT BELOW and tell us what YOU think about WWE distancing itself from anything having to do with “wrestling” and sports?
Is WWE right to ban this terminology and instead present themselves as an “exciting action soap opera” ?
