”MARTIAL ARTS” TOURISM” IN THE MASS MEDIA (ON THE EXAMPLE OF THE FIGHT QUEST TV PROGRAMME)

Abstract

Purpose. Analysis of the image of "martial arts and fighting sports" tourism in mass media which was created on the basis of selected materials and means of communication used for their presentation. Indication of discourses related to participants` travels in order to gain theoretical and practical knowledge on martial arts and fighting sports (with indication of exposed and potentially marginalised content) on the example of the Fight Quest TV show. Methods. Qualitative analysis of the mass media content of thirteen episodes. The subject of this analysis was audiovisual materials considered in terms of selected content constituting elements of compositional modality (including production, existence and potential reception). The coding of responses (possibly in the most relevant categories) and the presentation of the results were carried out using the Atlas.ti computer programme. Findings. The use of specialist discourse on the subject of martial arts and fighting sports by the creators of the show. The positive attitude of the main characters to learning martial arts and fighting sports as one of the forms of cultural tourism. The marginal occurrence of the subject of practicing sightseeing and religious tourism by the participants. Research and conclusions limitations. Empirical research concerns only one television programme and does not take other types of media productions with similar themes into account. Practical implications. The results of the research may be useful both in terms of analysis of various types of tourism and media discourses about "martial arts and fighting sports" tourism. Originality. Analysis of the subject of "martial arts and fighting sports" tourism in a small number of scientific studies. Type of paper. An article presenting the results of empirical research.