REVIEW ON SHAKEN AND STIRRED: A CONTENT ANALYSIS OF WOMEN’S PORTRAYALS IN JAMES BOND FILMS

Abstract

This study aims to explore three basic terms--genre, mode of mass communication, and culture, and their application in research by reviewing the paper Shaken and Stirred: A Content Analysis of Women’s Portrayals in James Bond Films. The study finds that Bond girls are portrayed to be well-shaped, slim and enchanting beauty with predictable sexual interactions or a waiting-to-be-rescued fate in Bond movies. With the mere transmission mode of communication, audiences are believed to be influenced by such portrayal and thus change their behavior. Generally, Bond girls are a cultural reflection of male-dominated society with an objectification of women.