Commodifying Race: The Portrayal of Bernardo Mikixi, an Angolan Mixed Martial Artist, in the Extreme Fighting Championship’s Advertising Materials in South Africa, 2009–2015

Abstract

The Extreme Fighting Championship (EFC) is a mixed martial arts (MMA) promotion that was first held in 2009 in Johannesburg. Many of its participating professional fighters are African nationals who migrated to South Africa to pursue careers in combat sports. This study examines the depiction of Bernardo Mikixi, an Angolan fighter, in EFC’s advertising materials from 2009 to 2015. Applying the concept of racial capitalism reveals that the EFC crafts distinct narratives for white and black fighters. A close analysis of two promotional videos demonstrates that the EFC portrays Mikixi as the ‘dangerous other’ that must be contained by the technically superior white South African fighters. A detailed profile video is analyzed to reveal how the EFC portrays Mikixi as a self-made fighter who overcomes significant obstacles, framing the adversities he faces and his ascent in MMA within a neoliberal narrative. The study discusses how the EFC leverages these portrayals to maximize profits in the context of post-apartheid neoliberal South Africa and examines how Mikixi strategically uses his racial identity to enhance his marketability within the MMA economy. The study concludes by exploring the implications of these narratives, particularly how they contribute to perpetuating systemic inequalities.