Os processos de espetacularização e mercadorização do Mixed Martial Arts (MMA): o entretenimento eletrônico como iminente ocasião de manipulação das massas

Abstract

Objective: Clarify how the Bellator organization, through the MMA athlete Patricky Freire, work to adapt the modality to the consumerist system. Justification: Expose the ways of manipulating the masses carried out by television and the internet and try to understand for what reasons this occurs. Methods: Qualitative research, through monitoring and research in social media. The sources of content extraction will be the media specialized in the sports genre: Bellator events broadcasts on the fox sports channel, Facebook page and official Instagram of the athlete Patricky Freire and through the literary review that deal with similar theme. Results: It was observed a great influence of the media vehicles analyzed in the commercialization of MMA, as well as the influence of the athlete Patricky Freire in the commercialization of products related to this sport. Without these two great media vehicles, the modality probably could not reach public size, which tends to grow more and more due to the high power of persuasion and attraction Conclusions: Sports that do not adapt to television and the internet will be doomed to disappear; in the same way, television and internet that do not know how to get access to sports programs will never be able to achieve financial and public success.