Massage is very “in” these days, with people sometimes paying high prices for the supposed benefits of getting a relaxing massage from a professional. Humans have a way of pushing their trends onto their pets, of course, so there are books explaining the “right” way to massage your cat.
The less trendy among us are more inclined to do what people have done for centuries: rubbing and stroking our cats without giving a thought to “technique” just being aware that the cats enjoy it tremendously, and so do we.