Bond as a text


Bond as a text



During the early stages of the Bond films, women were depicted as sexual objects who were vulnerable and weak. Hence, James Bond would come to their rescue as they were too inexperienced and cowardly to fend for themselves. While some of these values still hold true for current Bond movies, women are now seen as slightly more confident and capable to carry through tasks independently. This is evident when M, a female authoritative figure, is giving Mr Bond orders in the movie Skyfall. However, women are still sexually gratified in this franchise and still remain to play the role of ‘damsel in distress’. In this advert, females are clearly sexually objectified. Their lack of clothes portrays them to be sexual objects who attend to Bond’s every need. The variety of women in this advert illustrates the idea that Bond avoids emotional connections with women and prefers them to be their when convenient. The pompous expression on Bond’s face highlights how proud he is of himself on the note that he can attract many women. The gun further develops the idea that women are submissive characters in the movie and have to obey the commands of Bond. It can therefore be argued that the movie targets a male audience as they are likely to share a similar mind-set to Bond.  





 This advert presents Bond in a different image. It is almost as if gender roles have been reversed. The female character is positioned to look as if she is protecting Bond. Bond seems unaware and distant while she seems to intimidate those that try to come close to Bond. This intimidation is represented through her direct mode of address. She appears to be powerful and resilient which completely defies the values from the older advert. However, the low-cut silk black dress as well as the make-up and jewellery still sexually gratify the female character.  The producers of the movie are not likely to hire someone who is of a different race or body shape. In other words, qualities such as a skinny body, flawless skin and features are what is required to play the part. This is most likely because audiences will repel a female of this nature.   
  

Comments

Post a Comment

Popular posts from this blog

Post-colonism and orientalism- Gilroy and Said

Paul Gilroy:  - Student of Stuart Hall  - Colony: The countries that we control  - The British took over many countries in the world  - Decolonisation after WW2 Post- colonialism:  Political or cultural condition of a former colony "Colonial discourses continue to inform contemporary attitudes to race and ethnicity in the post-colonial era." - Gilory  Colonial discourse:  behaving as if we are superior to other races. This is similar to when the British white people used to treat those who were black or brown as inferiors.  Civilisationism constructs racial hierarchies and binary opposition.  Edward Said  Focused on the discrimination of those in the East. He argued that people in the west have little knowledge of what occurs in the east.  Orielantalism: How we look at those who are different to us Otherness: Those who are different from us    Said argued that th...
Read more

Sound 13.10.17

NOTES                                                                            13.10.17 Sound: Diegetic : Sound that occurs in a sequence  Non-diegetic : Any sound that the audience can hear but the characters cannot Non-simultaneous sound : Sound that takes place earlier in the story than the current image. This could be hearing another persons voice while they are not in the shot. This person and dialogue would have been shown earlier on in the movie/show.  This could even be a phone conversation. The person on the line is using nonsimultaneous sound. It may also be listening to a voicemail. This sound gives us information about the story without us seeing the event taking place.  Temporal Relation Diegetic   (Story Space)   Nondiegetic ...
Read more

Run the world- Beyonce analysis

Run the world- Beyoncé Beyoncé’s world-famous video of ‘Run the world’ declared the singer as the epitome of feminism. Most of the westernised society picture Beyoncé as a pivotal figure within the current feminist movement.   The video not only depicts female empowerment but also a need for a revolutionary change in society. Firstly, the apocalyptic environment the video occurs in is significant. It may symbolise a war between a patriarchal society and a matriarchal society. In other words, it’s a war of what gender gets to ‘run the world’. This idea is further enhanced as males in the video are wearing helmets and carrying protective shields. Their costumes initiate the idea that the women will go to extreme lengths to ‘run the world’. The preferred meaning in this video may be to intimidate those who perceive women as the weaker gender and for this reason, control and manipulate them. It is clear that the men in the video are astonished by the female empowerment they ...
Read more