Cultural Imperialism through Film: A Study on James Bond Movies

Abstract

The 'James Bond', undoubtedly, is one of the most renowned and long running film series in the history of films. The films have been being produced regularly since 1962 to the present times. Technically or legally, the films are being maintained and controlled by the American peoples through its copyrights, trademarks and financial process though the Bond films are mostly known as British productions. Nowadays, the United States is seen as the world dominant film industries, and the 'James Bond' films are the cultural tool for America to empire the world with the association of Britain through their 'special relationship' policy. In addition, the Americans are not only to take possession of the dominant status around the world, but also shows considerable concern for the emergency of globalization, where cultural notions can flow freely across the nations. Under this freely flowing concept, American cultural imperialism is constructed on a powerful appropriation or copyright of transnational ideas. Six movies of different times have been selected as the sample of the present study. These are Dr. No (1962), Live and Let Die (1973), Octopussy (1983), Golden Eye (1995), Casino Royale (2006) and the Sky fall (2012). Textual analytical method of qualitative content analysis has been used to find out the nature of 'James Bond' movies' cultural imperialism. Considering text analysis, the films' narratives as well as its related discourses have been examined in the present study. The study states that culturally dominant ideology puts up a lot in extending empires as is the case for the 'James Bond' movies. The use of some tools, such as- cinema has changed the means of controlling spheres and assimilating cultures. The 'James Bond' film is a proper case in point, which demonstrates how Anglo-American policy makers are standardizing Western culture and making profits from it. In addition, the study argues that the American cultural products, presented in the world market and highly advanced by the use of technologies, have an important function in Americanizing the world culture, which is being overwhelmed by the representation of different images. Furthermore, modernity makes the nucleus of cultural domination since it has the psychological persuasive to be a focus for the people. It makes them experience inferior and then accept the Western life style unconsciously. The findings, analyzed within the theoretical framework indicate that the 'James Bond' movies diffuse, penetrate and promote Anglo-American ideology. Especially, the movies of 'James Bond' patronize American imperialism very actively and effectively since the global industrial structure of the United States strengthens its hegemony. And this study, despite having substantial difficulties and obstacles, attempts to disclose the inherently very close tie with cultural imperialism of the 'James Bond' movies.