WNS Column: The Modern Day General Manager. A Lost Trend?

The WWE Hell in a Cell Pay-Per-View 2012. CM Punk was set to defend the WWE Championship against Ryback within the confines of one of the company’s biggest, most historic and prestigious matches – Hell in a Cell. Having successfully obtained the Championship over 300+ days prior at Survivor Series 2011, Punk was aiming to round off a historic year-long title reign, a feat which had not been achieved since that of John Cena in 2006-2007, but more importantly, would culminate in the longest solitary title reign in over 25 years.

Most definitely quite an achievement in regards to the 21st Century wrestling business, right? Despite having initially debuted as a referee on the 20th August 2012 edition of Monday Night RAW, Brad Maddox could have been considered as a small fish within the context of a big pond. A face rarely recognised but often seen. Within the duration of only two months, he would undoubtedly be catapulted from an unknown to one of the most discussed and intriguing persona's seen within the context of WWE programming and television.

Officiating the WWE Championship bout between Punk & Ryback at the Hell in a Cell Pay-Per-View, he would intentionally cost the challenger the match, following such feats by quickly making the 3 count in favour of Punk, thus seeing the Champion retain his title. At the time, many questioned the intentions of Maddox – did such occurrences involve Paul Heyman? Had Punk conceived and envisioned the outcome of the contest in this way? Was it a personal attempt to garner attention? Maddox was soon to reveal that his actions at the Hell in a Cell Pay-Per-View were personally intended and repetitively denied any alliance or involvement in relation to CM Punk & Paul Heyman.

Despite this, it was later proven that such actions were false –it remained an intended ploy throughout the entire process. Maddox was soon to be often seen on WWE programming alongside Vickie Guerrero as the Assistant RAW Managing Supervisor, undoubtedly a position and role that Maddox would cherish. On the July 8th edition of Monday Night RAW, Maddox would be appointed as the full term General Manager of the product. Maddox would go on to be heavily involved in the John Cena vs. Daniel Bryan program leading into SummerSlam 2013, gaining the opportunity to work alongside the likes of Vince McMahon and Triple H on a weekly basis. An opinion unquestionably shared by many – Maddox brought entertainment to his role within the company. Unlike those who were predecessor’s (Vickie Guerrero coming to mind. Within the context of wrestling, particular hatred from fans can be referred to as: ‘X-Pac Heat’, a reference to Sean Waltman and in regards to crowds despising those involved.) Maddox was the RAW GM who everybody loved to hate.

Despite this, little question remains that he brought charisma to the product. Despite his heavy influence throughout 2013, the inception of The Authority and Evolution storylines have recently seen appearances from Maddox becoming sparser and less frequent. Since April 6th and WrestleMania 30, Maddox has went on to make very few occurrences – one taking place on the April 25th edition of Friday Night Smackdown, obtaining an assault from The Shield in the process. Despite much early potential and excitement, it seems as though the reign of Brad Maddox is slowly drawing to a close. Having to frequently play second or third fiddle to The Authority or Evolution, does the modern day General Manager serve any realistic purpose within the context of the current wrestling product?

Seemingly long gone are the days of genuine General Managers. Referring to the specific reigns of Mick Foley & William Regal during the height and culmination of the Attitude Era throughout the early 00’s, despite such influences from characters like Vince McMahon (who at the time was still heavily involved within the context of the televised product) remained relevant and obtained truthful and genuine representations within the company. The assurance remains amongst the majority of wrestling fans that being noticed and general perception was more difficult to obtain during the ‘boom’ of the Attitude Era in relation to the modern product.

From 1997-2001, the ‘dog eat dog’ mentality incorporated by many workers involved within the context of the WWF/WWE product was essential in order to survive. Despite their commitments to the role of the General Manager, such workers as Mick Foley and William Regal were successfully able to remain relevant an persistent within the role of such requirements. More recently, the likes of Eric Bischoff and his ‘edgier’ approach to the role of RAW General Manager from 2002-2005 entertained many. Such acts included during this time were the debut of the RAW Roulette & the controversial HLA segments. The consistent angles and difficulties throughout the Co-RAW GM position shared by ‘Stone Cold’ Steve Austin remains some of the most enjoyable wrestling-related television for the past 10 years. It is a personal perception to think that in order to remain relevant and without being lost ‘in the shuffle’, the RAW General Manager needs to be consistently involved in angles or perspectives within the context of the product.

Simply being forced to follow the coattails of The Authority or Evolution storylines will not cut the mustard for many wrestling fans. Within the context of the modern day wrestling product, it unfortunately seems as though perceptions aren't soon to change. On the November 18th edition of Monday Night RAW, Brad Maddox was forced to face Randy Orton (despite being the RAW General Manager) within the confines of a No DQ contest. During this segment, Maddox was brutally assaulted. If such actions are anything to be lead by, the message is clear: get used to it. Are General Managers a lost trend within the context of the modern day wrestling product? It certainly seems that way.

- Andrew Fletcher, @Fletchyyy on Twitter. And here on YouTube