This study focuses on how the popular culture maintains the so called macho culture through the action character James Bond. The macho culture imposes an unhealthy demand for men to be masculine, which affects their mental health. The two longest car scenes are examined in the latest Bond movie Spectre (2015). The aim of the study is to contribute with knowledge of how macho culture is presented in the film world. The theoretical framework of this study is based on the narrative, which according to Selby and Cowdery (1995), is a story that in many cases is so basic and natural that the viewer overlooks it. According to Selby and Cowdery (1995), the narrative has the power to transform information and manipulate the viewer not to react to the events they see. The narrative analysis is based on semiotics, which means that the study's method is based on the semiotics connotation, denotation, and myth. The study uses an analysis model to make it easier to analyze James Bond, the model is divided into three categories, appearance, emotions, and driving. The analysis showed that the demands and attributes of the macho culture were depicted in the scenes where we studied James Bond's appearance and feelings, and his driving. Mental illness and car crashes is examples of consecvenses that macho culture could lead to. Therefore, it ́s problematic for populare culture to continue depict James Bond in a stereotypical way.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-43005 |
| Date | January 2019 |
| Creators | Blidovic, Dora, Olsson, Josefine |
| Publisher | Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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