Evan Wright in his anthropological-like study in Iraq of male American Marines, also of the same demographic of this study, coined a term for this testosterone fuelled demographic; ‘generation kill’. In coining this term for the young aggressive males, Wright pays homage to the young male’s insatiable demand for violence born out of a childhood diet of violent video games and a desensitization to violence. With the resurgence in popularity of mixed martial arts (MMA) among the 18 to 34 male demographic in the latest decade and its violent nature, it becomes apparent that this generation 18 to 34 male that Wright studied just may be infatuated with the glorification of violence as entertainment in advertising and the wider media.
Further research suggests that the media, and advertisers, use this to their advantage in selling the violent nature of the sport of MMA and other sports with violent tendencies. Violence and aggression is intrinsic to many of the combat sports that exist today, and it is this fact particularly among the young male audience that increases their enjoyment in viewing such sports and seduction to its advertisement.