Heel (professional wrestling)
In professional wrestling, a heel (also known as a rudo in lucha libre) is a wrestler who is villainous or a "bad guy", who is booked (scripted) by the promotion to be in the position of being an antagonist.
They are typically opposed by their polar opposites, faces, who are heroic or "good guy" characters. In order to gain heat (boos), heels are often portrayed as behaving in an immoral manner, breaking rules or otherwise taking advantage of their opponents outside the bounds of the rules of the match. Others do not (or rarely) break rules but instead exhibit unlikeable, appalling and deliberately offensive and demoralizing personality traits like arrogance, cowardice or contempt for the audience. No matter the type of heel, the most important job is that of the antagonist role. Heels exist to provide a foil to the face wrestlers. If a given heel is cheered over the face, a promoter may opt to turn that heel to face, or to make the wrestler do something even more despicable to encourage heel heat.
The term "heel" is most likely derived from a slang usage of the word that first appeared around 1914, meaning "contemptible person." Common heel behavior includes cheating to win (e.g., using the ropes for leverage while pinning or attacking with foreign objects while the referee is looking away), employing dirty tactics like blatant chokes or raking the eyes, attacking other wrestlers backstage, interfering with other wrestlers' matches, insulting the fans (referred to as "cheap heat"), and acting in a haughty or superior manner.
Occasionally, faces who have recently turned from being heels will still exhibit characteristics from their heel persona.  This occurs due to fans being entertained by a wrestler despite (or because of) their 'heel' persona, often due to the performer's charisma or charm in playing the role. Certain wrestlers such as Ric Flair and Eddie Guerrero gained popularity as faces by using tactics that would typically be associated with heels, while others like Stone Cold Steve Austin and CM Punk displayed 'heelish' behavior through most of their careers yet got huge face reactions, leading them to be marketed as anti-heroes.
On other occasions, wrestlers who are positioned as faces receive a negative audience reaction despite their portrayal as heroes. The term 'heel' does not describe a typical set of attributes or audience reaction, but simply a wrestler's presentation and booking as an antagonist.
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