media contexts + representation Flashcards
what is James Bond considered as?
an action hero
since the 1960s, what has James Bond constructed to?
has been constructed to embody historical masculine stereotypes such as strength, skill, independence, etc
how has the representation of women in the franchise been historically stereotypical?
‘Bond Girls’, who are the beautiful ‘love interest’ for Bond, are often insignificant to the narrative and ultimately disposable (Propp’s ‘princess’).
how has the representation of gender in the bond franchise evolved over time?
to an extent, in a bid to reflect the changing social context. It would be useful to consider the poster for The Man with The Golden Gun (1974) here!
why is Craig’s bond not as sexist and overtly stereotypical as the earlier incarnations of the character?
reflects some contemporary notions of masculinity as his bond is older
more thoughtful
shows signs of vulnerability
how is the poster represented gender of bond?
as they are needing to communicate the genre and franchise quickly
they only lightly reflects some of these character developments
remains to represent bond as the familiar action hero
how has Hollywood’s representation of race and ethnicity has shifted significantly?
mainstream audience expectations have changed because of numerous events and individuals.
two of the most significant events to prompt audiences to question what they are seeing in Hollywood was the #OscarsSoWhite campaign in 2016
the killing of a black, American man, George Floyd, by the police force in 2020.
the latter ignited a wave of US and global protests, which challenged long-established symbols of racism (e.g. flags, statues, buildings), calling on corporations and institutions to change
what is Aston Martin relationship with the franchise?
has a longstanding brand relationship with the James Bond franchise
what Aston Martin appears on the poster?
why is it significant?
the DB5 which was the model first ever used when Sean Connery drove it in gold fingers in 1964
who is pictured twice on the poster?
dr madeleine Swann
who is Swann?
A French psychiatrist and one of Bond’s love interests
why would Swann be recognisable to fans?
appeared in Spectre (2015)
why was nomi reassigned to a new m16 agent, 007?
bond retired and traveled to Jamaica
what happened when nomi being 007 was widely reported before the launch of the film?
led to a minority of racists trolling the actor Lashana Lynch online
what did nomi respond after being reported to be the new 007?
“We [Black women] know how it feels to be mis- and underrepresented and we know how it feels to yearn for someone, anyone in the world to speak our truth for us when we feel like we don’t have a voice. And I’m hoping that my career
and my choice in roles and me just being me, authentically, is shining a light on our power.”
what props are used in the poster?
there are three gun props used
it is significant that each of these weapons are relatively small or partially seen, and are not actively being used
what did the ASA states about props being used?
“ads for computer games, films, TV programmes, should ensure that they do not promote violence or anti-social behaviour by depicting weapons in a threatening context or in a manner that could be seen to be glamorising violence”.
what does ASA stand for?
Advertising Standards Agency
who is pictured three times?
bond
what does bond provides and connotes an image of?
provides an image of masculinity that connotes skill, intelligence, and strength
explain bond’s posture in the larger image
strong, relaxed, and dominant, acting as a frame for the rest of the characters
explain bond’s facial expression in the larger image
thoughtful and care-worn, reflecting more contemporary ideas of masculinity
how is he represented in the smaller images?
calm, skilled and determined while driving at speed – all traits that we would expect in a hero and a spy
what is he not interestingly represented with?
not represented with a weapon, which is unconventional for masculine representations in spy thrillers.
