WWE are currently trying to turn Becky Lynch into a heel character. The problem is, the fans are not having it. She is not a heel quality character and may never be - she simply does not have the marketability to carry out this side of her character. Especially when she is put in matches with others that fans are already actively booing.
Recently Becky Lynch took on Lana in a singles women's match on Smackdown Live. Alone, Lana does not receive a warm welcome from fans, automatically setting her up to be the heel of this situation. Not so with WWE booking though. They are pushing her as a face with the whole "Happy Lana Day" shirts which is derivative of her husband's "Happy Rusev Day" (don't worry, Aiden English has one for "Happy Aiden Day" for some reason).
Alone though, Lana is easily accepted by fans as a heel character, at the minimum certainly not a face character.
With Becky Lynch we have an Eddie Guerrero situation. No matter what WWE have her do in ring, or in promos, it is unlikely fans will boo the "Irish Lass Kicker" anytime soon.
Much like the situation with Roman Reigns and how WWE are pushing him, it is unlikely that they will give up on making Becky Lynch a heel any time soon.
The problem is, this is just wasted marketing dollars. Becky was very over with fans as a face character and could have carried the women's division as their cornerstone face character.
Pitting her against people like Charlotte Flair just makes it harder to boo Becky Lynch because Charlotte has the edge in being a heel character. There are so many ways creative could go with Charlotte Flair being a heel, same for Sasha Banks on Monday Night Raw, that it is mind boggling why they are pushing Flair as a face.
Flair can at least be marketed as "having live up to her dad's image" and that being her driving force to do whatever she has to in order to hold onto the gold, or the limelight.
Becky Lynch, who has spent most of her WWE career being marketed as "the girl next door with the cute accent" is going to take a lot more work to make a heel - more so than it would take to push her as a believable major face.
I blame this all on WCW in how they turned Hulk Hogan heel. That was a key moment, things aligned just right for that event to occur. It was not done every couple of weeks flip flopping him back and forth. When he did put the red and yellow back on, it was obviously a gut wrenching choice for him in WCW. There was build up for it. It wasn't that he just one day walked out in the red and yellow after weeks of portraying Hollywood Hulk Hogan.
That is something the WWE are missing. Sure, with Becky Lynch they built it up a bit but not quite right. For Becky Lynch to complete the transformation to heel it is going to be a slow burn, if she is ever able to make the transition. Much like Emmalina, I figure this is going to be one of those times when she finally transitions to heel, WWE are going to flip the coin and make her face again.
Wasted marketing is all this is.
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