WWE
ETHNOGRAPHY
LET’S GET READY TO RUMBLE!
@tsharon
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THE STUDY OF GROUPS AND PEOPLE
AS THEY GO ABOUT THEIR DAILY LIVES
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A WAY TO UNDERSTAND AND
DESCRIBE SOCIAL WORLDS
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A WAY TO DESCRIBE THE
ESSENCE OF A SOCIAL
PHENOMENON @tsharon
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HOW?
WHO?
WHEN?
WHAT?
WHERE?
WHICH?
WHY?
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REPORT
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WINNING THAT
ELUSIVE BUY-IN
FOR UX RESEARCH
TOMER SHARON | GOOGLE | @tsharon
ALL RIGHTS RESERVED BY WWE
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WHAT IS THE #1
THING YOU NEED
TO KNOW ABOUT
WWE?
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Founded in
1952
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320
shows per year
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35,000,000
worldwide weekly TV viewers
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150
countries
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1981
admitted it’s scripted
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IF ETHNOGRAPHY IS
THE SCIENCE OF
CONTECTUALIZATION,
LET’S GET READY TO
RUMBLE!
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READY TO RUMBLE
8 FACETS OF WWE
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THE ENTRANCE
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THE INTRODUCTION OF A WWE
PERFORMER INTO THE ARENA
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A COMBINATION
OF MUSIC,
LIGHTING,
PYROTECHNICS,
SIGNATURE
GESTURES, AND
AUDIENCE
PARTICIPATION
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SET THE
STAGE.
INTIMIDATE
OPPONENT.
ENRAGE/
EXCITE THE
AUDIENCE.
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WHAT IS THE
MOST FAMOUS
WWE
ENTRANCE?
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THE STORYLINE
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TWO GUYS
IN SPANDEX
BEATING
EACH
OTHER
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RESPECT
REVENGE
BELTS
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WWE IS
SOAP OPERA
FOR MEN
@tsharon
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THE STORYLINE IS EXPRESSED
THROUGH PROMOS, TWEETS,
INTERVIEWS, & INTERFERENCES
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BUILD-UP
MATCHES.
CREATE
INTEREST.
MAKE THE
AUDIENCE
CARE.
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STORYLINE:
PROGRAM/FEUD
IN-MATCH
OVER DECADES
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SPOTS & PATTERNS
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PATTERNS ARE COMMON ELEMENTS.
SPOTS ARE PREDEFINED, PRACTICED MOVES
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ROLE OF
PATTERNS
DEVELOP
THE WAY
MATCHES
ARE PUT
TOGETHER
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ROLE OF
SPOTS
PEAK POINT
OF A
MATCH TO
GET CROWD
REACTION
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FALSE FINISH
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ROLE OF A
FALSE FINISH
CREATE
SUSPENSE
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THE TURN
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GOOD
GUY
TURNS
BAD, OR
VICE
VERSA
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ROLE OF
TURN
SHOCK,
AWE,
TWIST IN
THE PLOT
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OCASIONALLY, THE
AUDIENCE, NOT WWE,
TURNS A PERFORMER
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CATCHPHRASE
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1. CAN YOU SMELL WHAT THE
ROCK IS COOKING
2. THAT’S THE BOTTOM LINE
BECAUSE THE ROCK SAID SO
3. I’M THE ROCK AND I’M
AWESOME
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ROLE OF A
CATCHPHRASE
ENGAGE,
IDENTIFY,
ENTERTAIN
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JOHN CENA
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HE NEVER
GIVES UP
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YOU CAN’T
SEE HIM
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HE IS THE
LEADER OF
CENATION
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HE ALMOST
NEVER
LOSES
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HE IS A
CASH COW
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HE WILL
NEVER TURN
BAD
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HE IS THE FACE
OF WWE FOR
10 YEARS NOW
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WOMEN
LOVE HIM
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KIDS
LOVE HIM
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TROOPS
LOVE HIM
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GUYS HATE
HIS GUTS
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THEY CALL
HIM ‘SUPER
CENA’
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WWE UNIVERSE
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WWE FANS IN ARENAS,
HOME, SOCIAL MEDIA
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HARDCORE, CASUAL, KIDS,
TROOPS, WRESTLING CITIES
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ROLE OF UNIVERSE
CHEER GOOD GUYS
BOO BAD GUYS
ENGAGE ON SOCIAL MEDIA
BUY MERCHENDISE
BUY PAY-PER-VIEWS
SUBSCRIBE TO WWE NETWORK
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#YESmovement
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A WAY TO DESCRIBE
THE ESSENCE OF A
SOCIAL PHENOMENON
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WINNING THAT
ELUSIVE BUY-IN
FOR UX RESEARCH
TOMER SHARON | GOOGLE | @tsharon
ENTRANCE
STORYLINE
SPOTS & PATTERNS
FALSE FINISHES
TURN
CATCHPHRASE
JOHN CENA
UNIVERSE
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1985
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THINKING ABOUT
YOUR PRODUCT,
WEBSITE, APP, OR
SERVICE…
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WHAT IS THE SOCIAL
WORLD YOU TRY TO
UNDERSTAND?
@tsharon
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HOW DO DAILY LIVES
OF YOUR USERS
LOOK LIKE?
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WHAT IS THE
PHENOMENON YOU
ARE INTERESTED IN?
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WHAT ARE ITS
FACETS, THEIR
ROLES AND
MEANING?
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DO YOU
KNOW?
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ARE YOU
SURE?
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DO YOU
CARE?
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I GOT TWO WORDS FOR YA
THANK YOU
@tsharon
Google.com/+itsourresearch
Facebook.com/itsourresearch