Evolución de las artes marciales mixtas en el contexto mediático ecuatoriano

Abstract

This research aims to analyze the evolution of mixed martial arts (MMA) in the Ecuadorian media context, while evaluating the transition from traditional to digital media in Ecuador. Although MMA has had a global reach, in Ecuador its coverage has been insufficient at the national level and has focused more on Ecuadorian icons of the sport. Through interviews, documentary analysis, and focus groups, it is observed that traditional media coverage lacks technical and professional expertise with narrative breadth, while social media has been key to connecting with new audiences, especially young people. Multimedia platforms, the viralization of content, and the prominence of Ecuadorian athletes have been the main drivers of interest in MMA. The research concludes that, although there have been advances in media representation, challenges remain, such as a lack of institutional support, a deficit of consistent coverage, and the need for specialized sports journalism in this field.