representation Flashcards
social and cultural contexts: what did many films depicted at the start of the 20th century?
at the start of the 20th century, many film depictions of minority ethnic groups supported the dominant stereotypes of the time: to be pitied, to be laughed at, the exotic and/or dangerous.
what was happening by the 1970s but what had remained evident in mainstream films?
society was progressing towards racial equality
by the 1970s, some of these stereotypes were still in evidence in mainstream films
what did this poster in the context move towards?
gender equality and increased women’s rights in the 1960s and 70s
at this time, what was bond already considered?
why?
iconic
was the nation’s favourite secret agent; charming, suave, good looking and, most importantly, always caught the ‘bad guys’
what has the representation of masculinity told audiences?
that this was what a man had to be at the time – intelligent, strong and prepared to put yourself in dangerous situations.
what was the assumption of men’s masculinity?
if you were all of those things, you would be successful, gain respect and women would want you. The assumption then is that men should also be heterosexual
two of the three females on the poster are wearing what? why?
wearing bikinis which is to show off their slim bodies are heavily made up and wear earrings
and bracelets as accessories to the ‘outfit’. the two women also have long flowing hair
what is a feminist theoretical perspective of the 2 women appearances?
a feminist theoretical perspective would argue that this sexualised representation of women suggests that they are little more than bodies to be looked at
what is the other female dressed in?
why might this be?
dressed in a karate uniform and is shown in a martial arts pose, and appears to go against this stereotype
what does the other female who is different from the other two suggest?
She too has flowing hair but this time it is much darker and her skin tone suggests she is from
a different ethnic group to the other females
why is the other female different from the other two?
she seems not to support the dominant sexualised stereotype portrayed by the other females; she is seen as exotic, different, the ‘other’ due to being from a different ethnic group
interestingly, what is one of the main themes in this bond film?
was an actual world event – the 1973 global energy crisis
what happened with the event and how is this portrayed on the poster?
with the embargo on oil, countries were considering alternative power sources and this is portrayed through the iconography of the power plant and the related explosions.
how are audience encouraged to consider about this event that happened?
by including this theme, the producers are encouraging audiences to consider what might happen if oil really did run out and predict what the outcomes would be for society
how has producers consider the ideas about encoding and decoding texts?
producers have encoded certain ideas into this text but it depends on the viewer’s own social and cultural context how this image is decoded:
