In professional wrestling, a push is an attempt by the booker to make a wrestler win more matches and become more popular or more reviled with the fans depending on whether they are a heroic character ("face") or a villain ("heel"). It is not uncommon for a push to be accompanied by a turn or a change in the wrestler's gimmick. This is essentially the opposite of a burial, which in contrast to the high profile of a push is typically done with little or no fanfare. Sometimes the fans generate the push for a wrestler themselves when their approval for the wrestler's work generates a positive reaction from them that is not anticipated.