Shaken and stirred: A content analysis of women's portrayals in James Bond films

Abstract

A quantitative content analysis of 20 James Bond films assessed portrayals of 195 female characters. Key findings include a trend of more sexual activity and greater harm to females over time, but few significant across-time differences in demographic characteristics of Bond women. Sexual activity is predicted by race, attractiveness, size of role, and aggressive behaviors. Being a target of weapons is predicted by size of role, sexual activity, and weapon use, while being harmed is predicted principally by role. End-of-film mortality is predicted by sexual activity, ethical status (good vs. bad), and attempting to kill Bond. This identification of a link between sexuality and violent behavior is noted as a contribution to the media and sex roles literatures. © 2009 Springer Science+Business Media, LLC.