The subject of the study is the digital practices of fan media creation and everyday "normalization" in online mixed martial arts communities, understood as a connection of (1) repeated speech formulas and local markers of belonging, (2) visual editing techniques and "packaging" of sports events into short clips, (3) evaluative categories through which participants negotiate impressions, distribute symbolic status, and reinforce the boundaries of "us/them." The focus is not on individual texts but on stable mechanisms of replication and appropriateness control: adjustments of formulations, mentorship, sanctioning of "incorrect" usage, and meta-communication about who has the right to speak "as their own." Additionally, the inter-platform circulation of these forms and their adaptation to various visibility modes, interfaces, and engagement metrics on Reddit, YouTube Shorts, and Telegram are analyzed. Methodology: qualitative comparative analysis of a corpus of publications (Reddit – 10 discussion threads; YouTube – 30 Shorts videos; Telegram – 10 posts from 5 channels; period 01.01.2023–14.01.2026) with a focus on repeated lexical formulas, visual techniques, and metalinguistic negotiations; the frameworks of participatory culture, produsage, and platform analytics of visibility modes were utilized. Novelty – inter-platform typology of markers and genres associated with differences in interfaces, metrics, and feed logic. Conclusion: the architecture of platforms sets discernible modes of normalization and replication of fan content that influence the boundaries and hierarchies within the community. The results indicate that local references function as shibboleths and reproduce the boundaries of "us/them" through adjustments, mentorship, and appropriateness checks; evaluative categories ensure collective calibration of impressions and symbolic ranking of participants and fighters. Micro-genres optimized for short formats (ultra-short highlights, micro-recaps, listicles) are consistently established on Shorts, which lowers the threshold for replication and standardizes the "packaging" of events. Curatorial practices and audience engagement (surveys, questions, "suggestions") dominate Telegram, transitioning subscribers into a co-editing mode of the agenda. The area of application of the results is in the studies of digital culture and media communication, as well as the analysis of strategies of sports media and communities. Conclusion: the architecture of platforms sets discernible modes of normalization and replication of user-generated content, influencing the boundaries and hierarchies within the community.
Anatolii Aleksandrovich Arapov (Sun,) studied this question.