The new image of James Bond in
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Seminar paper from the year 2014 in the subject American Studies - Miscellaneous, grade: 1,7, Johannes Gutenberg University Mainz, language: English, abstract: Ian Fleming’s character James Bond, who is a fictional secret agent of British descent, became a popular action hero for the middle classes within British borders in the mid twentieth century. The loss of British influence and prestige in international affairs fostered political, cultural, and social changes. In this respect, the presentation of the Bond figure as a marker of Englishness was no longer acceptable on an international…mehr

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Seminar paper from the year 2014 in the subject American Studies - Miscellaneous, grade: 1,7, Johannes Gutenberg University Mainz, language: English, abstract: Ian Fleming’s character James Bond, who is a fictional secret agent of British descent, became a popular action hero for the middle classes within British borders in the mid twentieth century. The loss of British influence and prestige in international affairs fostered political, cultural, and social changes. In this respect, the presentation of the Bond figure as a marker of Englishness was no longer acceptable on an international level. In order to maintain its popularity, the basic Bond formula was rethought; it acquired the ability to adjust to the new political, cultural, and social changes. According to Bennett and Woollacott, in the period of such global transformations, Bond became a hero of modernization representing a break with the constraints of dodoism and tradition. In this respect, the new Bond formula becomes capable of taking up new cultural and ideological tendencies.