Normbrytande eller stereotypisk? : En analys av de kvinnliga karaktärerna i Bondfilmerna som normsättande för samtida skönhets- och kvinnoideal

Sammanfattning: The purpose of this essay was to investigate how the James Bond films portray the beauty ideals for women during a 40-year period by looking at each woman from four different categories. The study used three Bond films, which were: The Man with the Golden gun from 1974, Goldeneye from 1995 and lastly Skyfall from 2012. By using the semiotic theory with film analysis and Yvonne Hirdmans genus theories the main research question was: How has the contemporary beauty ideals for women reflected on the women’s characters in the James Bond films?The analysis showed that the women in the first movie mostly were portrayed with thin waists with a bigger bust area and with natural faces that had little makeup. The ideal around that time was that the focus on a woman’s body should be the breasts and that came across in the movie. In the other two movies the women’s body types hadn’t changed from the first movie, and the ideals around that time were those of a small body in general. The clothes followed the ideals of the second and third feminist waves that wanted that women should be able to wear whatever she wants which the two later movies showed. The second feminist wave were what started the thesis that women could do and work with the same things as men did. This was seen in the movies as the women worked as secretaries and agents and most of them could handle a weapon which is historically seen as a man’s job.