The Man With The Golden Gun

Question 1

Media Language: Initial Image of Bond

Answer 1

The first image we are guided to is James Bond:
- The black suit connotes a sense of prestige and profession as well as dominance. Whereas he’s dressed for business, the women around him are bikini clad and placed as sexual commodities: patriarchal views.
- Bond’s menacing mode of address as he breaks the fourth wall shows his focus, drive and composure within the chaos of the image, making clear that he is Propp’s hero amongst villains and supporting characters.
- Prop: Gun = powerful, asserting dominance expressing typical masculinity that we’d expect from the genre.

Question 2

Media Language: Dress Codes

Answer 2

1. Bond’s black suit = enigmatic, suave, masculine.
2. Dress codes for the women = bikini clad, defenceless, vulnerable - not only are they in need of saving which drives forward the narrative as they play the role of Propp’s princess (patriarchal narrative) + ties in with Mulvey’s male gaze as they are sexual commodities placed to capture the attention of a male audience, as well as be disposable affairs for Bond to take on in the film.
3. Woman in karate wear = perhaps defies stereotypes that usually convey women standing aside to be saved by a man or remain helpless + grooming of media audience - interest in martial arts films at the time - many of the James Bond scenes were filmed in exotic countries like Thailand so including martial arts elements in the film also alludes to the exoticism of Asian cultures in Bond films.

Question 3

Media Language: Colour

Answer 3

reds/oranges = danger/explosions and also eye catching. Use of bold colours rather than muted makes it clear to the audience that this is a film packed full of fire, danger, action and perhaps even a sense of anger.

gold = anchorage with the title (wealth, luxury and elegance of the brand itself)

Question 4

Media Language: Enigma Codes

Answer 4

1. Explosions = who/what triggered it (reference to oil embargo of ‘73, that would have caught the attention of audiences at the time)
2. Golden Gun = who is holding it, why is it important, who IS the Man With The Golden Gun.
3. The chaos of the poster - so many minor narratives are jampacked into the same space, confusing but also intriguing the audience who try to make links but perhaps can’t, thus pushing them to watch the film out of interest. However, regardless of the overload of information, the main puzzle piece WHO IS THE MAN WITH THE GOLDEN GUN? is missing, driving the enigma.

Question 5

Media Language: Narrative

Answer 5

Of course the infamous Bond is regarded as the ‘hero’ on a ‘quest’, the ‘quest’ being signified by all the other narratives surrounding him. He is the central protagonist, dressed for business, and armed with a simple black gun, asserting dominance.

The women can be viewed as the ‘princesses’ as they are vulnerably dressed, and unarmed, simply caught up in the action.

The Villain is inferrably the person behind the gun - the fact that he’s hidden adds undertones of tension as we are left unable to see where the danger is coming from.

Question 6

Media Representation: Gender

Answer 6

1. Bikini clad women, exposed and sexualised - presented as vulnerable and are objectified in the eyes of men - perhaps the men find it amusing to imagine themselves in the shoes of James Bond, sleeping around with these beautiful, sexy women and this is another way that the film i marketed towards its target audience.
2. The male representation is much more refined compared to the women: the only thing noticable about the women are their bodies and beauty - they’re almost the man’s props.

However, Bond is in a suit - this connotes class, wealth and composure. He’s unphased by the chaos and is determined. This reinforces sterotypes that men are clever and strong, and can protect women who are helpless.

The women are the prize and Bond is the hero.

3. The karate women defies sexual stereotypes: She’s strong, powerful and defensive and doesn’t need protection - links to the karate craze (context)

Question 7

Media Representation: Ethnicity

Answer 7

Asian actors as karate gurus - stereotypical - could be a soft example of racial profiling

All dominant characters are white and middle class whereas ethnic minorities have lesser roles: servants, helpers. These characters are meant to be laughed at and used for comedy + should be laughed at used for comedic effect.

Exoticism - we are in awe of or have a complete lack of understanding of these ethnic minorities - either way this is alienating.

Question 8

Genre - film advert

Answer 8

• a clear visual
• guest actors
• narrative elements
• enigma codes: rhetorical questions
• producer: credit block
• title

Question 9

Genre - action + spy thriller genre

Answer 9

• guns = violence
• explosions
• very crowded image - packed with different story lines - enhances the action
• James Bond - icon for spy genre
• vulnerable women - elements of action since they will be in need of protection from the threat

Question 10

Background: Roger Moore

Answer 10

second appearance as 007

Question 11

Background: Martial Arts

Answer 11

certain components reflects the popularity of martia art films of the time with the rise of jackie chan and bruce lee

Question 12

Background: Asia

Answer 12

filmed in Asia - reflects the exoticism

Question 13

Context: energy crisis - oil embargo

Answer 13

The film was set in the middle of 1973 - Arab nations held an oil embargo which caused a lot of fear and intrigue. The movie employs this relevant topic to spark interest.

Question 14

Context: Martial Arts

Answer 14

There was an interest in Martial Arts films with stars like Bruce Lee and Jackie Chan rising to fame