Developing an understanding of the role of gender in the consumption of mixed martial arts
Date of Award
Margery J. Holman
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The popularity of Mixed Martial Arts (MMA) has increased rapidly on a global scale (Kim, Andrew, & Greenwell, 2009). This study examined the consumption behaviours of men and women in order to contribute to a better understanding of gender as a factor in MMA's popularity. A mixed methods approach was utilized with a 43-item survey ( n = 151) and five focus groups ( n = 4; 5; 6; 6; 6) consisting of different stages of fandom. A MANOVA test revealed males consume more MMA overall than females, while both sexes consume MMA primarily through passive forms (e.g., television and reading news articles). Results of the focus groups indicate that males consume MMA to (re)confirm their masculinity (Hanke, 1990; Theberge, 2000), while females will consume MMA to support the men in their lives (Halbert, 1997; Oates, 1987).
Naraine, Michael Lance, "Developing an understanding of the role of gender in the consumption of mixed martial arts" (2013). Electronic Theses and Dissertations. 4723.