Özet:

Abstract The text presents some considerations about mechanisms used by the media industry in the construction of "sports heroes" of Mixed Martial Arts (MMA). For that, there was a theoretical study and highlighted a few examples of situations experienced by Brazilian MMA athletes to discuss such mechanisms. Thus, it is understood that the sporting spectacle, the use of specialized marketing and sensationalism in the dissemination of information about the lives of these athletes are some of the mechanisms used by the media in the construction of MMA heroes. We conclude that this is one of the most effective strategies to transform the MMA a popular phenomenon, encouraging their consumption sold in Brazilian society.

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