Media Consumption of Mixed Martial Arts among College Students: A Preliminary Examination
Notice bibliographique
Résumé
IntroductionPankration, one of the feature at the ancient Greek Olympic Games, has been described as a mixture of Hellenic boxing and wrestling (Walter, 2003). This all- encompassing fighting competition ended only when one of the two combatants surrendered, was knocked out, or killed (Perrottet, 2004). In recent years, a modernized version of such physical contests has emerged in the form of Mixed Martial Arts, commonly known as MMA. In similar fashion to the historic duals, competitors employ boxing and wrestling, along with a variety of martial arts techniques to battle opponents.The growing popularity of mixed martial arts, as evidenced by the increased coverage of the sport in newspapers, popular sport magazines, media research journals, and on the Internet, lends itself to scientific inquiry about the prevailing trends of direct and indirect consumption of the sport. Anecdotal evidence suggests that MMA competitions have successfully captured an increasingly wide audience including the oft evasive, yet appealing 18 to 34 year old male market (Lopez 2009, Sanders, 2006). Blinebury (2006) reports that MMA's most popular North American brand, the Ultimate Fighting Championship (UFC) has increased in popularity over the past several years. According to Hedegaard (2008), the current owners Frank and Lorenzo Fertitta purchased the company in 2001 for a mere $2 million. In 2010, reportedly sold 10% of the company to Flash Entertainment for $120 million, suggesting UFC is now valued at approximately $1.2 billion (Fox, 2011a).The UFC now annually offers 12 to 14 live pay-per-view (PPV) events, which are commonly distributed to international destinations including Australia, Brazil, Canada, and the United Kingdom (UFC, 2008a). While total gate receipts for these have thus far increased by approximately $3.5 million in 2011 compared to 2010, PPV purchases have dropped significantly over the same time period (Fox, 2011a). In large part because of injuries to individual star athletes, PPV profits have plummeted by $26.5 million (Fox, 2011a). This explosion in popularity of has also paid dividends for the combatants themselves. While earnings can typically be as low as $4,000 for undercard fighters (Fox, 2011c), PPV main event competitors can earn as much as $2.5 million per fight, as Georges St. Pierre reportedly did in the spring of 2011 (Fox, 2011b).As evidenced by the continued growth of these physical competitions, is a growing need to study this sporting phenomenon. Kim, Greenwell, Andrew, Lee, and Mahoney (2008) noted, there is a need for research specifically related to MMA fans... in order for sport marketers to make educated decisions about promoting these events (p. 110). While media consumption of MMA products appear to be a popular starting point of shedding light on this emerging sport, are several approaches worth exploring. For example, Kim et al. (2008) examined the motivations driving spectatorship of this combat sport. Meanwhile, Lim, Martin, and Kwak (2010) examined the relationship of media consumption with consumers' risk-taking, emotion, and attitudes.The current research endeavors a more descriptive approach to expanding the literature of MMA media consumption. The aims of this study are to gather and examine information regarding the trend of growing awareness and consumption of the MMA product. More specifically, we seek a better understanding of how much/often MMA is being consumed as well as clarification on the popularity of methods of consumption (direct or indirect). The research question guiding this inquiry was: have direct and indirect methods of MMA consumption changed over recent years for a specifically targeted group of consumers?As is discussed below, much anecdotal evidence points to the rapid growth of MMA consumption. However, to our knowledge, this is the first attempt to scientifically measure and differentiate methods of consumption (direct and indirect), therefore expanding the literature and understanding of MMA from a sport marketing perspective. …
Récupéré en direct depuis OpenAlex et désinversé. Les résumés ne sont pas conservés dans cette base de données : les index inversés représentent 8,6 Go des 9,3 Go de texte de la base, et le serveur dispose de 13 Go libres.
Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,002 | 0,006 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,001 |
| Méta-épidémiologie (sens large) | 0,001 | 0,001 |
| Bibliométrie | 0,004 | 0,003 |
| Études des sciences et des technologies | 0,001 | 0,001 |
| Communication savante | 0,003 | 0,003 |
| Science ouverte | 0,001 | 0,002 |
| Intégrité de la recherche | 0,001 | 0,002 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,014 | 0,003 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».