Vince McMahon is very keen on letting the ‘WWE universe’ know that they are embracing social media. Often ‘Do You Know…’ graphics have been focusing on the number of Facebook friends or youtube videos downloaded. WWE use social media to reach out to the fans in ways they couldn’t before. The days of the WWF Hotline are dead, now WWE stars are encouraged to take up twitter accounts to appear more accessible and down-to-earth.
However, while the WWE are doing this company wide, one superstar has stood head and shoulders above the rest; Zack Ryder. Ryder debuted on the now defunct (yet again) ECW brand along with ‘brother’ Curt Hawkins, know as the Major Bros. After a transfer to Smackdown and a change in names and character, Ryder and Hawkins won the tag team belts off Miz and Morrison in a four way match. Ryder and Hawkins lost the belts to the Colons (Carlito and Primo) with little fanfare, they spent the rest of there Smackdown tenure as Edge’s henchmen.
In 2009, Zack Ryder was drafted back to ECW and proceeded to change is appearance completely. Now his own man Ryder coining the phrase ‘Woo woo woo, you know it,’ Ryder was ready to stand out from the crowd. Despite the impressive matches he had with the likes of Christian and Yoshi Tatsu, Ryder meandered after ECW closed once more and he was drafter to Raw. A brief feud with Evan Bourne and his quest for a Diva ended abruptly. Ryder was relegated to Superstars regular. Ryder seemed destined to sit in the shadows and watch other stars succeed him, until Ryder launched ‘Z True Long Island Story’ in February 2011.
Filming himself with a range of recurring characters such as the Big O and MoFo Zack’s dad, Zack found his niche entertaining thousands of people. The show is usually a range of humorous skits in which Ryder vents his frustrations at being overlooked. There are also shots of Ryder signs, and the always charming ‘Broski of the Week’ competition. The show was a massive success, with viewing figures up in the 6 digits. Since the show began there has been a wave of admiration for Ryder, fans regularly bring signs with Ryder’s name and catchphrases to the shows and the Zack Ryder t-shirt sold out at WWEshop.com, which is impressive for a wrestler who can’t get on the main shows anymore, but why is WWE still unwilling to push Ryder?
The main test was the three hour special Raw in Ryder’s home town of Long Island a couple of weeks ago. Ryder was not featured on Raw; instead he had to make do with Superstars, where he received a hero’s welcome from the crowd. The crowd made it’s feelings about Ryder clear on several occasions, but come the ‘Power to the People’ interactive Raw the following week, Ryder was not included as a choice for any matches nor featured at all. Where as Michael Cole and Vickie Guerrero killed time and brain cells with a ‘dance’ contest and Kane and Mark Henry had a bland arm wrestling match. The first ever ‘Internet’ champion was left out in the cold again but why?
Many people would like to claim Ryder has been overlooked for the typical big men of WWE like Ezekiel Jackson and Mason Ryan, while this may be true to an extent, other wrestlers have succeed while being smaller or similar size, such as Sin Cara and Daniel Bryan. Others would comment on the rumours running about the current WWE creative team. These rumours include the tale that Vince McMahon is adverse to utilising ideas not created by him or his team, and that Ryder by taking the initiative, may have painted himself into a corner by branding himself away from the WWE watchdog. However, another theory could simply be that the boss doesn’t get it.
Vince McMahon is still the driving force behind the WWE and is notoriously dedicated to the cause 24/7. As such Mr. McMahon does not have much insight on modern trends and the latest pop culture influences. Zack Ryder’s ‘Long Island Iced Z’ character appears to be him playing himself amped up to eleven, but there are a few similarities between Ryder and the latest MTV craze, The Jersey Shore. From the tanned bodies, spiked hair and fist pumping, Ryder would fit seamlessly into the cast of theJerseyShore. But as said before McMahon has little time to keep up with the latest TV shows, plus Vince has been known to dismiss gimmicks due to his own personal views.
A key example would be British wrestler Paul Burchill. Burchill was William Regal’s nondescript partner in 2006 until he was repackaged as the Jack Sparrow inspired pirate. Emulating the charm and wit Johnny Depp brought to the popular film, Burchill seem to be a success. With an inventive entrance and well delivered promos, Burchill got over with the fans. The problem was Vince never saw Pirates of theCaribbeanand had little interest in the gimmick, feeling pirates were too childish and outdated. Vince quickly killed the character and brought Burchill back as an incestuousChelseavillain, a gimmick which effectively killed his career.
Some would say Vince must have heard ofJerseyShore, having promoted a match at Wrestlemania 27 featuring the star of the show Snooki. But that doesn’t mean Vince is aware of her or the show, simply that she is famous. The same quality which had the likes of Jeremy Piven, Johnny Knoxville and Pee Wee Herman all appear on WWE television.
The truth is, there might be more than one reason WWE doesn’t want to push Ryder, but the fans have taken Ryder into their hearts due to his tongue-in-cheek wit and general ambiance. And this past week on Raw saw Zack appear on Raw to say ‘woo woo woo, you know it.’ The implication is Ryder will challenge David Otunga and Michael McGillicutty for the tag team belts. It wasn’t much, but Ryder was on Raw and looked more than just enhancement for the mid card guys. The Ryder Revolution has begun…