Shaken and Stirred: A Content Analysis of Women’s Portrayals in James Bond Films

A quantitative content analysis of 20 James Bond films assessed portrayals of 195 female characters. Key findings include a trend of more sexual activity and greater harm to females over time, but few significant across-time differences in demographic characteristics of Bond women. Sexual activity i...

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Bibliographic Details
Published in:Sex roles 2010-06, Vol.62 (11-12), p.747-761
Main Authors: Neuendorf, Kimberly A., Gore, Thomas D., Dalessandro, Amy, Janstova, Patricie, Snyder-Suhy, Sharon
Format: Article
Language:English
Subjects:
Aggression
Audience Response
Behavior Patterns
Behavioral Science and Psychology
Brain
Cognitive Processes
Content analysis
Environmental Influences
Epistemology
Espionage
Ethics
Females
Fleming, Ian
Gender Studies
Literature Reviews
Mass Media
Mass Media Images
Medicine/Public Health
Mortality Rates
Motion pictures
Original Article
Programming
Psychological Patterns
Psychology
Self Concept
Sex roles
Sex Stereotypes
Sexual Behavior
Sexuality
Socialization
Sociology
Violence
Weapons
Womens studies
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Summary:A quantitative content analysis of 20 James Bond films assessed portrayals of 195 female characters. Key findings include a trend of more sexual activity and greater harm to females over time, but few significant across-time differences in demographic characteristics of Bond women. Sexual activity is predicted by race, attractiveness, size of role, and aggressive behaviors. Being a target of weapons is predicted by size of role, sexual activity, and weapon use, while being harmed is predicted principally by role. End-of-film mortality is predicted by sexual activity, ethical status (good vs. bad), and attempting to kill Bond. This identification of a link between sexuality and violent behavior is noted as a contribution to the media and sex roles literatures.
ISSN:0360-0025
1573-2762
DOI:10.1007/s11199-009-9644-2