Abstract - A thematic model of selected combat sports e-magazines and Segment-Target-Position strategy. Short analysis from mass media perspective
Perspective. The popularity of online media aimed at active and passive enthusiasts of various martial arts results from the content offered to consumers.
Problem. The aim of this article is to investigate questions concerning the thematic model of the e-magazine addressed to people interested in selected martial arts as popularized by mass media in the light of STP (Segment-Target-Position) strategy.
Method and Results. Qualitative content analysis reveals no significant differences in the use of STP strategies in the selection of content and forms of expression among 20 e-magazines : in Polish and in English from Great Britain, Ireland, the Netherlands and) Poland published between 1999 and 2017) surveyed herein. Also absent was any in-depth thematic positioning due to the attributes and origins of individual combat sports.
Conclusions. This analysis further documents the lack of many thematic categories, relevant in terms of STP theory, such as ‘expert opinions’ and ‘verification of the knowledge and skills of publication characters’ relevant from the point of view of quality in sports.