Bodily self-presentation of female mixed martial arts (Mma) fighters on instagram +

Abstract

We aimed to analyze the self-presentation of female MMA fighters on Instagram. Images posted by female champions of the Ultimate Fighting Championship (UFC) were analyzed, considering the media representation of the image of female athlete and the objectification and the hypersexualization of their bodies. We used a coding scheme with categories for image analysis based on Goffman’s studies. We found that Instagram was used for the typical social media purpose (sharing personal information and social interaction), but the UFC brand appears frequently on images posted by all fighters. In general, the images analyzed do not tend – differently from sports media coverage – to sexualize the bodies of female athletes. The images that refer to this representation were observed in the specific contexts that involve the UFC organization. The analyzed images show a plural femininity.