Mixed martial arts discourse in connection with the study of soft power

Aim. To describe mixed martial arts (MMA) discourse through the prism of the term ‘soft power’. To find the methods of soft power realization in MMA discourse.
Methodology. The key method used in the research is discourse analysis which is represented by critical (CDA) and linguopragmatic (contextual and linguostylistic) methodological variations of discursive approach. General scientific methods such as observation, comparison and induction are also used. Sport broadcasts on YouTube video platform are selected as the research material. In the process of the study, discursive fragments which can be seen as translators of soft power are determined. Linguistic (linguostylistic) and discursive means, including the non-verbal ones which are employed for the creation of ‘soft’ attractors, are singled out.
Results. It is proven that the term ‘soft power’ is applicable to the analysis of sport communication and its variations (subdiscourses), to which the analyzed communicative sphere can be referred. The view on soft power as a versatile category is postulated: on the one hand, in accordance with the Nye’s classical interpretation, it has to deal with relationships between countries and cultures but, on the other, the article presents a wider outlook on soft power as a tool that can increase the attractiveness of the MMA fighter’s personality for the audience. The latter projection of soft power is achieved through different methods usually connected with the inclusion of the elements of other discourses in the MMA professional communication. The article pays attention to the ways the MMA fighter’s appearance is discussed and provides some examples of motivational discourse that can also include religious motives.
Research implications. The research describes a relatively understudied, narrow professional discourse and reveals the importance of the notion of soft power for sports linguistics in general.

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