“…The use of imagery and narrative which emphasised the excessive and dangerous violence of 'cage fighting' (Brent & Kraska, 2013;Downey, 2007), the 'realness' of the fights as stressed by the apparent lack of rules (Sánchez García & Malcolm, 2010;van Bottenburg & Heilbron, 2006), and the resonance which these struck with idealised visions of gritty, 'working-class' (American) masculinity (Hirose & Pih, 2010), were undoubtedly important elements in the original appeal of the UFC (Wertheim, 2010). Eventually, the excessively 'violent' nature of the UFC's brand of MMA attracted a notoriety which earned fierce criticism as much as audience interest, and as political pressure forced the UFC to seek a more acceptable, mainstream image (Mayeda & Ching, 2008), the violence of its contests was de-emphasised (Sánchez García & Malcolm, 2010).…”