The Man with the Golden Gun: Representation Analysis (WJEC Eduqas GCSE Media Studies): Revision Note

Male gender and ethnicity 

• Men are represented as intelligent, strong, and willing to take risks, often placing themselves in dangerous situations

• The poster suggests that if men have these qualities, they will be successful, respected, and attractive to women, reinforcing traditional ideas of masculinity

• It also implies that men are expected to be heterosexual, which reflects typical attitudes of the time period

Female gender and ethnicity

• Two of the women are shown wearing bikinis

  • This emphasises their slim bodies and presents them in a sexualised way

• They are also heavily made up and wear jewellery such as earrings and bracelets, with long flowing hair

  • This reinforces stereotypical female beauty standards of the time

• Another female character is shown wearing a karate uniform and is posed in a martial arts stance

  • This challenges the usual stereotype of women

• This character also has long flowing hair, but her darker hair and different skin tone suggest she is from a different ethnic background

  • She is represented as “exotic” and different, which positions her as the “other” compared to the more sexualised female characters

Representation of issues and events

• One of the main themes in the film is the global energy crisis

  • This is represented through key visual symbols on the poster

• The iconography of a power plant and explosions suggests the importance of energy production and the dangers linked to it

• By including this theme, the producers encourage audiences to think about what might happen if oil supplies ran out

• The film also invites viewers to consider the possible social and global consequences of an energy crisis

Applying theories to The Man with the Golden Gun

Laura Mulvey – The Male Gaze

• The poster reflects Laura Mulvey’s idea of the Male Gaze

  • This is where women are presented as objects for male visual pleasure

• The images of women focus on their curves, bodies, and physical appearance, rather than their character roles

• This is reinforced through costumes such as bikinis and glamorous styling

  • These emphasise sexualisation

• The film was primarily aimed at a male audience

  • The poster was also designed by a male illustrator, which reinforces this perspective

Propp – character types

• The poster reflects Vladimir Propp’s idea of character types within narratives

• Bond is clearly positioned as the hero, shown as strong, confident, and central to the action.

• The man with the Golden Gun is presented as the villain, creating conflict and opposition to Bond

• Other characters, such as the women, may act as helpers, victims, or potential obstacles, depending on how they fit into the narrative structure

Roland Barthes - semiotics

• The poster uses Roland Barthes’ Enigma Code to create mystery and intrigue for the audience

  • It raises questions such as who the villain is and what their true intentions are

  • It also creates suspense by suggesting uncertainty about whether the villain will kill Bond

• The women’s roles are also unclear

  • This leaves the audience to question whether they will help or hinder Bond in the narrative

• These unanswered questions encourage the audience to watch the film to find out the answers

• Action Codes are used to hint at key narrative events, helping the audience predict that the film will include conflict and danger

  • These action codes include visual clues such as weapons, characters in fighting poses, and dramatic positioning