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Unleashing Manhood in the Cage: Masculinity and Mixed Martial Arts by Melissa L. Swauger, Christian A. Vaccaro (Hardcover, 2015)
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The answer is because the participants enjoy a form of idolization from their supporters, each other, and culture more generally, which is linked to masculinity. This all occurs while “ring girls” in high-heels and skin-tight shirts and shorts stride around outside the cage holding signs and peddling t-shirts.