David S. Moon
@daimoon.bsky.social
860 followers 820 following 250 posts
Senior Lecturer in Politics, teaching and writing about politics, ideology and pro-wrestling, with a bit of Wales 🏴󠁧󠁢󠁷󠁬󠁳󠁿 when I can. https://www.davidsmoon.co.uk
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daimoon.bsky.social
New article out in @bjpir.bsky.social that investigates the #WWE + Welsh Government 🏴󠁧󠁢󠁷󠁬󠁳󠁿 deal to host “Clash at the Castle 2002” in Cardiff.

Mixing nation branding & pro-wrestling literature it analyses how WWE fit the Cymru Wales Brand into its broadcasts. (1/?)

journals.sagepub.com/doi/10.1177/...
National gimmicks as soft power strategy: WWE’s Clash at the Castle and the performance of the Cymru Wales Brand


This article introduces the concept of the national gimmick – a performative, stylised persona derived from professional wrestling – as an effective lens for analysing government nation branding and soft power strategies. Using WWE’s Clash at the Castle and its 2022 partnership with the Welsh Government as a case study, the article demonstrates how governments employ entertainment spectacles to project curated national identities to global audiences. It argues that professional wrestling’s emphasis on stereotype, performance, and narrative makes it an especially potent medium for understanding how states simplify and disseminate nation brands. By examining the portrayal of the Cymru Wales Brand through WWE media, and the tensions surrounding Welsh representation at the event, the article highlights both the potential and the limitations of such partnerships. This interdisciplinary contribution bridges political communication and pro-wrestling studies to advance the study of government’s soft power strategies and the politics of branding.
Reposted by David S. Moon
atrupar.com
Trump is now 57 minutes late for his speech but at least we're getting an emo version of Hulk Hogan's theme song
daimoon.bsky.social
just because you have a freedom "doesn't mean you have to use it at every moment of every day"

Just roll that sentence around your mental palate and taste the underlying logic
Laura Kuenssberg asks if it is a "dark step" to limit the fundamental right to protest?
Mahmood answers that just because you have a freedom "doesn't mean you have to use it at every moment of every day".
Under her new plans people will still have the right to protest, Mahmood adds.
daimoon.bsky.social
The former director general of the domestic secret service chairing the panel that choses the head of the state religion is one of those fun “very normal” things that happens in the UK.

www.theguardian.com/world/2025/o...
Mullally’s name was passed to Downing Street by the Crown Nominations Commission, chaired by Lord Evans of Weardale, a former director general of MI5, after months of deliberation by the 20-member panel, of which 17 are voting members and 12 must agree. After agreement, a name by tradition is given to the prime minister – in this case Keir Starmer – and then passed to the monarch.
daimoon.bsky.social
Reminded today of Nye Bevan’s warning to socialists entering Parliament:

“His first impression is that he is in church. … it seems he is expected to worship; and the most conservative of all religions – ancestor worship. The first thing he should bear in mind is that these were not his ancestors.”
flyingrodent.bsky.social
Now obviously, the British political/media class have enthusiastically frog-boiled themselves into believing that dragging off two hundred old ladies is just normal, regular centrist moderate politics. But you are not them, you should recognise that this is absolutely deranged authoritarian lunacy.
daimoon.bsky.social
Notable that Becky Lynch and Sami Zayn have both rocked 🇵🇸 colours in the ring and donated to refugee camps in Gaza. Both holding gold.

CM Punk referred to the “genocide” in Gaza.

Even as Triple H moves closer to MAGA at least there’s no sign of silencing workers on this front. (3/3)
Instagram video “we extend our sincere thanks to Becky Lynch from Ireland for her support of the children of Gaza” Becky Lynch rocking 🇵🇸 colours Sami Zayn rocking 🇵🇸 colours Thanks to Sami Zayn for donations
daimoon.bsky.social
You can read a lot of whinging and complaining about Sami Zayn’s displays of Palestinian solidarity here - and demands he be censored and fired. Glad to say the opposite has happened, with Zayn instead gaining championship gold in 🇵🇸 coloured tights (2/3) www.timesofisrael.com/antics-or-an...
Antics or antisemitism? Pro wrestler Sami Zayn has Israeli WWE fans feeling betrayed | The Times of Israel
www.timesofisrael.com
daimoon.bsky.social
WWE have changed the name of their October 7 show from “Invasion” to “Showdown” following Israeli complaints that it was “insensitive” - and that the logo had a “big downward triangle” 🔻

This is not the only complaints Israelis have reportedly had about WWE … (1/3)
www.thejc.com/news/israel/...
WWE hit with Israeli backlash after ‘Invasion’ show announced for October 7 - The Jewish Chronicle
The name refers to a similar event from 2001, but has drawn criticism for its ‘insensitive’ date
www.thejc.com
daimoon.bsky.social
I’m someone actively following WWE’s links with the White House and even I find it incredibly jarring to see Stephanie McMahon reading announcements in the Oval Office.
fanzine.bsky.social
For your viewing pleasure here is Triple H, Linda, and Stephanie all at the White House with Trump today.
daimoon.bsky.social
Pondering the post-war rise in U.S. mass shootings, a reminder the newly released JFK documents include an un-redaction that revels “the CIA “owned” the country’s largest importer and distributor of guns, the company that would spearhead a remarkable boom in gun ownership in the US” archive.ph/XaXSf
Because CIA archives are inaccessible, with the exception of the relatively few documents that have been declassified and redacted through the Freedom of Information Act process, Cummings’ file has never been available to researchers. And as for this specific document, researchers have seen it before—I cited it in my book, in fact—but key phrases were redacted. Now we know what was behind those black lines.
Summarizing Cummings’ file, the previously released redacted version of the document states that “On 17 August 1954 CUMMINGS became the principal agent of the [redacted] International Armaments Corporation and Interarmco.” In the newly released, unredacted version, it reads: “On 17 August 1954 CUMMINGS became the principal agent of the CIA-owned companies known as International Armaments Corporation and Interarmco” (emphasis mine).

In other words, the CIA “owned” the country’s largest importer and distributor of guns, the company that would spearhead a remarkable boom in gun ownership in the United States in the decade and a half before the Gun Control Act iced war-surplus imports.
daimoon.bsky.social
Given Operation Tiberius - that found organised crime infiltrated the Met “at will” using Freemason links - was in 2002, remarkable that this hasn’t happened yet. The link to Daniel Morgan’s 1987 murder (one focus of “The Hack” (ITV)) reminder of another scandal.

www.theguardian.com/uk-news/2025...
Guardian headline: Met considers making officers declare whether they are Freemasons
Consultation comes after concerns raised about impact of membership on ‘investigations, promotions and misconduct’
Reposted by David S. Moon
annieknk.bsky.social
With this ringing endorsement, if you'd like to understand what deeply evil nonsense the literal President of the United States is promoting now please do listen! on.soundcloud.com/0SJT1Mcqx8ks...
daimoon.bsky.social
👆 and thanks to @willcooling.bsky.social and @mimosacymru.bsky.social for the opportunities to come on their shows and discuss this admittedly niche topic, way back when. Links to both shows are here: www.davidsmoon.co.uk/media-comment
Reviews 1 — Dr David S Moon
www.davidsmoon.co.uk
Reposted by David S. Moon
daimoon.bsky.social
New article out in @bjpir.bsky.social that investigates the #WWE + Welsh Government 🏴󠁧󠁢󠁷󠁬󠁳󠁿 deal to host “Clash at the Castle 2002” in Cardiff.

Mixing nation branding & pro-wrestling literature it analyses how WWE fit the Cymru Wales Brand into its broadcasts. (1/?)

journals.sagepub.com/doi/10.1177/...
National gimmicks as soft power strategy: WWE’s Clash at the Castle and the performance of the Cymru Wales Brand


This article introduces the concept of the national gimmick – a performative, stylised persona derived from professional wrestling – as an effective lens for analysing government nation branding and soft power strategies. Using WWE’s Clash at the Castle and its 2022 partnership with the Welsh Government as a case study, the article demonstrates how governments employ entertainment spectacles to project curated national identities to global audiences. It argues that professional wrestling’s emphasis on stereotype, performance, and narrative makes it an especially potent medium for understanding how states simplify and disseminate nation brands. By examining the portrayal of the Cymru Wales Brand through WWE media, and the tensions surrounding Welsh representation at the event, the article highlights both the potential and the limitations of such partnerships. This interdisciplinary contribution bridges political communication and pro-wrestling studies to advance the study of government’s soft power strategies and the politics of branding.
daimoon.bsky.social
Arm the Freikorp to defeat the communists then be shocked when the guns are turned on you.
Reposted by David S. Moon
bjpir.bsky.social
📣 New #openaccess #BJPIR article out now!

'National gimmicks as soft power strategy: WWE’s Clash at the Castle and the performance of the Cymru Wales Brand' by @daimoon.bsky.social.

🔗 buff.ly/UGQ5otS

@polstudiesassoc.bsky.social
daimoon.bsky.social
As I say in the article, being utterly cynical, WWE could have kept them on until the show and still “released” them immediately after. Thats WWE style.

But what rubbed salt in the wound was they had the Welsh wrestlers out doing media for the show, saying they’d perform www.bbc.com/news/uk-wale...
WWE: How a head teacher became a professional wrestler - BBC News
Ex-private school head teacher Eddie Dennis will now wrestle at Wales' Principality Stadium.
www.bbc.com
daimoon.bsky.social
With WWE announcing that WrestleMania 2027 will be hosted in Saudi Arabia - the culmination of their huge deal with the Kingdom to host events and slap their branding all over WWE programming - the question of how governments use and are used by the company to promote their brands seems well timed…
WWE post on X announcing WrestleManka 43 hearing to Saudi Arabia in 2027 Cory Graves announces that WWE “celebrates Saudi Arabia’s progressions for cultural diversity in the Vision 2030” (their nation brand) CM punk sitting in a WWE ring on the “Riyadh Season” brand logo
daimoon.bsky.social
This is compared to previous puff jobs for Saudi Arabia 🇸🇦, which included airing government branding videos as well, but also Saudi wrestlers beating up “Iranian wrestlers” in the ring (ofc). And Backlash in Puerto Rico, which again placed Puerto Rican wrestlers and narratives in the ring…

(5/?)
Saudi government propaganda videos shown during The Greatest Royal Rumble Saudi propaganda videos shown during the Greatest Royal Rumble Puerto Rican pro-wrestlers at the heart of Backlash, including Bad Bunny Selina Vegas in a Puerto Rican flag outfit
daimoon.bsky.social
But the article also discusses the limitations in the Welsh case and wider lessons. It outlines how WWE failed to include contemporary Welsh pro-wrestling in its show: excluding the 4 Welsh superstars on roster then firing them days before the show. Another didn’t re-debut until weeks later... (4/?)
5 Welsh WWE superstars, not used at Clash at the Castle - Mark Andrew, Flash Morgan Webster (w. HHH), Eddie Dennis, Wild Board, and Tegan Nox.
daimoon.bsky.social
Drawing on Nation Branding + Pro-Wrestling Studies literature, I introduce the concept of the ‘National gimmick’ as a devise to understand how such branding tactics involve nations dressing themselves in specific garb (signifiers) & performing a simplified persona - asking others to play along (3/?)
Four examples of national gimmicks in pro-wrestling The Cymru Wales Beand outline
daimoon.bsky.social
Funded via The Welsh Gov’s Major Events Strategy, the deal saw the Cymru Wales Brand 🏴󠁧󠁢󠁷󠁬󠁳󠁿 marque slapped over posters alongside the #WWE logo. WWE Superstars produced tourism videos and during the PLE announcers read promotional copy over Welsh Government sourced footage of castles, valleys, etc. (2/?)
Two posters for Clash at the Castle 2022 that each include the Welsh Government’s Cymru Wales Brand marque The arena decked out to look like Cardiff Castle, and WWE superstars sat in front a back group with the Welsh Government brand logo during the post-show press conference. Drew McIntyre and Dolph Ziggler star in tourism videos co-produced by WWE and Visit Wales, the Welsh Government’s tourism arm Footage that played during the broadcast showing Visit Wales footage of Castles and countryside
daimoon.bsky.social
New article out in @bjpir.bsky.social that investigates the #WWE + Welsh Government 🏴󠁧󠁢󠁷󠁬󠁳󠁿 deal to host “Clash at the Castle 2002” in Cardiff.

Mixing nation branding & pro-wrestling literature it analyses how WWE fit the Cymru Wales Brand into its broadcasts. (1/?)

journals.sagepub.com/doi/10.1177/...
National gimmicks as soft power strategy: WWE’s Clash at the Castle and the performance of the Cymru Wales Brand


This article introduces the concept of the national gimmick – a performative, stylised persona derived from professional wrestling – as an effective lens for analysing government nation branding and soft power strategies. Using WWE’s Clash at the Castle and its 2022 partnership with the Welsh Government as a case study, the article demonstrates how governments employ entertainment spectacles to project curated national identities to global audiences. It argues that professional wrestling’s emphasis on stereotype, performance, and narrative makes it an especially potent medium for understanding how states simplify and disseminate nation brands. By examining the portrayal of the Cymru Wales Brand through WWE media, and the tensions surrounding Welsh representation at the event, the article highlights both the potential and the limitations of such partnerships. This interdisciplinary contribution bridges political communication and pro-wrestling studies to advance the study of government’s soft power strategies and the politics of branding.
daimoon.bsky.social
TBC: The BBC claims there is no suggestion Lord Mandelson met Epstein victim Virginia Giuffre, except that she explicitly claimed to have met him at Epstein’s house - a fact reported in UK newspapers in 2024. 🤷🏻
daimoon.bsky.social
BBC: “There is no suggestion that Lord Mandelson ever met Giuffre.”

Virginia Giuffre: “I remember [Mandelson] being at the house in New York and I was introduced to him at a dinner party. He and Jeffrey talked business together. I assumed they were in business together.”
https://www.bbc.co.uk/news/articles/c87ypx8gq3do Ms Giuffre told the Mail on Sunday: ‘I never heard of Jeffrey knowing Tony Blair, but he did know Peter Mandelson.
“I remember him being at the house in New York and I was introduced to him at a dinner party. He and Jeffrey talked business together. I assumed they were in business together. I was never asked to give him (Mandelson) a massage.”