Attitude Era

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The Attitude Era was a major era of professional wrestling within the World Wrestling Federation (WWF, now WWE), succeeding the New Generation Era. The Attitude Era was characterized by adult-oriented content, which included increased depicted violence, profanity, and sexual content, as well as disregarding the "good guys versus bad guys" formula in favor of unpredictable and shocking storylines, in a significant shift from the "traditional" and family-friendly output that the WWF had produced up until that point. The Attitude branding officially lasted from November 9, 1997 (Survivor Series 1997) to May 6, 2002 (renaming of WWF to WWE), and was succeeded by the Ruthless Aggression Era. The era was spearheaded during the Monday Night War when WWF's Raw went head-to-head with rival World Championship Wrestling's (WCW) Nitro in a weekly battle for television ratings. As part of the change, the WWF also rebranded its flagship show (which became Raw Is War), redesigned the arena setups, and...

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