The masculinity of James Bond from the perspective of Generation X and Z = James Bond maszkulinitása az X- és Z-generáció nézőpontjából

Abstract

The aim of this study is to systematically consider and extend our interpretation of the incarnating James Bond’s masculine identity, with a more focused analysis on the Daniel Craig-embodiment. James Bond-films are dependent on the continually changing expectations and standpoints of their audience, therefore, society. Being the fourth most successful film-series of all times, it is crucial to understand its mechanisms, as well as its effect on the audiences of different generations. This study focuses on Generation X and Generation Z, analysing the difference between their gender attitudes, in relation to how they think about the James Bond characters. By implementing studies on brand-self narratives and on means of traditional narrative cinema that reinforce a particular archetypal myth of a lover, hero, or outlaw, this study intends to capture the controversial masculinity that relies not just in Bond’s character, but also in his filmic environment