The new image of James Bond in "Skyfall"

Table of Contents

1. Introduction

2. Who is James Bond?
2.1. The Secret Agent in the Age of Technology
2.2. A Fashionable Member of the Upper Class
2.3. The Superhero on the Global Arena

3. Conclusion

Works Cited

1. Introduction

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 mid­twentieth century. However, in the late twentieth century, “[the British] power was in the process of becoming a thing of the past.” (Sauerberg 5). 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 (cf. Bennet 19). 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...” (20f). In this respect, the new Bond formula becomes capable of taking up new cultural and ideological tendencies.

The twenty-first century is the age of technology, consumerism, and cultural globalization. In this period the Bond figure adjusts to the current cultural concerns and developments. Tanya Nitins emphasizes that in the new century the Bond figure is influenced by the growth of technology. She enumerates the world events which influenced the usage and perception of technology in the James Bond films; these are: “The onset of the Cold War, nuclear tensions, the Space Race, espionage and surveillance during the McCarthy years, the fall of the Soviet Union, and the growth in global terrorism...” (Nitins 454). Additionally, the Bond figure is influenced by the increasing capitalist consumerism. The increased production and consumption of goods fostered the emergence of the merchandising market within the film industry. Nitins explains that merchandising “is the licensing or branding of film characters for use by outside groups and corporations” (461). She also adds that “It was the changing nature of the American film industry [which became consumer-oriented] during the 1970s that enabled these consumer industries to flourish” (Nitins 461). Finally, the Bond figure becomes an international construct, as it was available not only for the British but also for an international audience. Lawrence points out that James Bond achieves world popularity due to the power of the American film industry which began to dominate the British screens (cf. 334). Under the influence of Hollywood corporations, the new Bond figure acquires an American mythic character, becoming a popular American superhero.

Today, the figure of Bond becomes especially noteworthy in the films due to the visual effects, modern and innovative adaptations. The figure of Bond in Skyfall, the latest film by Sam Mendez, becomes a signifier of the latest cultural tendencies. This work will examine the relationship between the figure of James Bond in Skyfall and the current technological and cultural trends. It will highlight how the identity of James Bond is being modernized in different ways. It will also reveal the significance of the new image of the Bond character in modern culture.

2. Who is James Bond?

2.1. The Secret Agent in the Age of Technology

In Skyfall, James Bond obtains a new image of professionalism due to his knowledge of computer surveillance. In the film Bond fights against cyber-terrorist Raoul Silva, who is an expert in cyber-attacks. Silva has unlimited power within the computer; he wirelessly connects to the Internet and persistently tries to impose threats on M16. In this hacking attempt by Silva on M16, James Bond is able to crack part of the code involved in the hacking attack, and thus stops Silva from virtually attacking M16. Nitins, for example, emphasizes “Bond’s mastery over technology—as demonstrated through his gradual reliance upon, use and manipulation of technology” (459). Indeed, in Skyfall, highly intelligent and quick­thinking James Bond has comprehensive knowledge of computer networks. He is a master spy, who is aware of the code-breaking systems. As an expert in computing hardware, he can successfully work with the information stored on digital devices, and thus effectively carries out his duties.

In addition, James Bond is different than the common action hero with a modest revolver due to his new technological gadgetry and special weapons. For example, in Goldfinger Bond’s new car, the Aston Martin, is the depiction of the latest innovations in high-tech gadgetry. Nitins precisely enumerates modern technological devices equipped in Bond’s new car: “[These] included revolving license plates, a tracking/homing device resembling an early prototype GPS, oil pumps, smoke screens, tire slashers and a rear gun shield” (458). However, in Skyfall Bond’s Aston Martin is equipped with shooting machine gun headlights. In the film, emphasis is also placed on a special weapon, a biometrically encoded pistol that scans fingerprints of James Bond. In many scenes, James Bond skillfully resists threats and imposes death on his numerous assailants with the help of this high tech device. For example, in the fighting scene where Silva manages to take Bond’s new weapon, and tries to shoot Bond, he simply cannot fire the gun. This new biometrical weapon becomes a significant part of the modem Bond image of the action hero.

Another device which Bond successfully uses in the film is the radio tracker which can basically monitor the position of Bond’s location on a large computer screen. For example, James Bond follows the directions of Q, who tracks the position of James Bond on the display, and successfully confronts the villainous Silva, who in disguise of a policeman had managed to flee in the underground train station.

In a nutshell, James Bond is a master spy whose professional skills depend on the latest technology. Nitins, for example, suggests that: “Bond gadgets serve as an extension of his own skills, while the very success or failure of his enemies entirely depends on the use of technology” (459). She also calls the new Bond image “the epitome of technological modernity” (Nitins 458). Indeed, in Skyfall the new heroic image of James Bond entirely depends on technological devices. In the film, James Bond is an action hero, who fights against evil conspiracy with the help of computer networks, Internet, Wi-Fi, and high-tech gadgetry. Lars Sauerberg appreciates the new professional image of James Bond, pointing out that:

It is impossible to move the nineteenth century-novel hero into the increasingly complex 'world of the twentieth century, it would have been impossible to have a non­professional dabbling in an electronic and nuclear age. (103)

In other words, the new Bond character experiences his colorful adventures in the modern world full ofinnovative digital devices.

In addition, the new technology makes James Bond look like a powerful, manly, and threatening action hero, who operates above and beyond moral standards. Nitins, for instance, calls Bond’s gadgets entirely “masculine” (461). However, in Skyfall the high-tech gadgetry that James Bond possesses makes him look not only influential and manly, but also to some degree violent, dangerous, and aggressive. In the film, he shoots and kills plenty of attackers who work for Silva. This negative image of James Bond as a hostile hero can bejustified by the fact that he fights against an evil organization for the common good of society. Using high-tech gadgetry, he mainly combats the cyber-villain Silva and tries to prevent him from committing illegal activities in the computer networks.

2.2. A Fashionable Member of the Upper Class

The new Bond image is also reflected in his familiarity with name brand products in many different ways. Charles Sizemore points out that in Skyfall'. “Not only does Craig endorse the Omega brand personally, but his movie character endorses it as well” (1). Sizemore also mentions that among “the higher product placements” of the Bond new style are the “Bond’s Aston Martin”, “his bespoke Tom Ford suit”, and “a Sony mobile phone” (Sizemore 1). In other words, in Skyfall James Bond adores fashionable gadgets including the luxurious Omega watch, a suit made by the fashion designer, an exclusive sports car, and the mobile phone of a famous trade mark. Additionally, Sizemore points out that “Bond is best known for sipping his vodka martinis—and shaken, not stirred” (1). He says that “Diageo’s Smirnoff—its most popular vodka brand—has long been a mainstay in the Bond film franchise [as it is in Skyfallf (Sizemore 1).

This glamorous lifestyle of James Bond resembles that of the upper-class elite. Indeed, in Skyfall, the setting is often a luxurious, glamorous and exotic environment like that of the high society. In the film, James Bond travels “to some of the world’s most exotic corners: [such as] Shanghai, Macau, Glencoe” (Collin 1). Not only the luxury car, exotic drinks, and branded gadgets, but also air travel, hotels, the exclusive sailing yacht where James Bond spends his free time with Severine, and fashionable casinos become an inseparable part of Bond’s life and leisure time. In other words, James Bond does not care about money, organizing his life around work and play. Being an ordinary man, he immerses himself in the culture of the elite who is wealthy, extravagant, and fashion-centric. This imagery of wealth, nobility, and prestige of the upper class for James Bond, a man from the middle class, becomes a significant part of his lifestyle. Judith Roof emphasizes that Bond’s extravagant lifestyle gives him power, saying that: “Bond’s style is the world that enacts Law. But Bond’s style is never style alone; it is the signifier of a being whose existence equals authority” (78). In other words, social status, not in a political sense, but rather in the sense of style, becomes a prominent characteristic of the Bond persona. Familiarity with the upper class elite gives James Bond a taste of nobility rather than a taste of senseless wasting of money.

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