James Bond is a character that has been idolized and idealized since his creation in 1953 by Ian Fleming. Since 1953 to the present James Bond has seen quite a bit of scrutiny by many researchers and fans alike, whether it be his objectification of women or British Imperialism. However, there is one aspect of James Bond that is often dismissed and viewed as British Imperialism; this is the concept that James Bond represents Caucasian ethnocentric views of the world. This is directly seen through his dominance of foreigners to his subjugation of their countries.
Ethnocentrism is a term coined by American sociologist William G. Sumner, the term means, an attitude expressing one’s own culture or ethnic group as superior or centralized in comparison to other ethnic groups/culture, this can also be extended to religious traditions and so on (International Encyclopedia of the Social Sciences). At first ethnocentrism may look similar to racism, however, it is more closely related to xenophobia and prejudice, because it represents the centralization or superiority of one’s race without the effects of hatred.
Throughout the decades, James Bond has represented a powerful masculine figure of British power; nevertheless, James Bond is the reflection of the western superiority/dominance in an ever-shrinking world. His characteristics of being handsome, charming, masculine, and cunning, are the pinnacle traits of the perfect western male. Even through his objectification of women, James Bond is still exerting his ethnocentric beliefs, for each time he sleeps with another foreigner he is further portraying the image that he is the perfect choice for these women. Through this act, James Bond is given the commanding role of “screwing the opposing country” and it’s women, thus further propagating his status as a western ethnocentric superstar.
Demonization is the key example of ethnocentrism in James Bond. The majority of James Bond films involve an antagonist who is of eastern descent, representing the fears that the east bring to the west. Through the Orientalization of the enemy, the audience is given a clear picture of the differences found in the protagonist, who is a western white male, and that of the antagonist, who is oriental. This concept of Orientalism of the Bond foes is distinctly based on the relationship history of the west and the east, (in opposition of being racist) specifically, the times in which they fought one another.
However, through the usage of James Bond the west is given a chance to continually defeat the east with each new film, and through this, the west is able to maintain their control over the east. Through this propagation, there will always be a strong sense of ethnocentrism that follows the path of James Bond, whether it is what woman he chooses to objectify or what country he chooses to dominant. As long as there is a demand for James Bond, there will be a constant control over popular culture around the world, which in turn will further give the west complete control over our perception of the east.
Work Cited
- "Ethnocentrism." International Encyclopedia of the Social Sciences. 2008. Encyclopedia.com. 15 Aug. 2011 <http://www.encyclopedia.com>.
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