The Casino Royale poster constructs a notion of masculinity through its portrayal of Bond. It positions Bond as the central, dominant figure through his large size in the frame, serious facial expression, and mysterious shadowy lighting. Symbols like his gun, poker chips, and halo of light further suggest he is powerful, intelligent, wealthy, and a righteous force. Overall, the poster reinforces patriarchal ideals of masculinity by depicting Bond as the ultimate successful, dominant man in a way that has become a common cinematic trope.

1. List the similarities between these posters (focus on the image).
Think about lighting, posing, costume, props etc.

2. The genre tropes that exist within the action
genre, give us some clues to a dominant
representation of masculinity.

6. How have genre codes been used in the Casino
Royale poster to construct a notion of
masculinity?

8. Gun – a symbol of power, but also (arguably) a
phallic symbol, which specifies male power
and dominance (what has been termed as the
anthropomorphised phallus).

9. Composition – The man is centre of the frame,
almost filling the picture. This emphasises his
importance, but also highlights his bulk and
muscular form. He physically dominates the
frame.

10. Lighting – the man is half-hidden in shadow,
connoting that he is mysterious and secretive.
The darkness symbolises a ruthless and violent
side of his personality, but the light reminds
the audience that this violence is justifiable, as
he is fighting the good of others.

11. Halo of light – the subject is surrounded by light.
These arguably resemble angels’ wings, which
again symbolises that he is a force for good. It
also connotes that he has powers that are
‘above’ the average person. Or it could
resemble a spotlight, positioning the man as a
celebrity or ‘star’. Either interpretation puts
him in a position of power.

12. Smart clothing– unmistakably masculine, but
also middle/upper class. The dominant male
is also a member of the dominant social group.

13. Poker chips – a signifier of wealth (and, again,
power), but also suggests that this man is
intelligent and skilled. The fact that he is a
risk-taker enhances the notion that men are
adventurous and playful, but that a successful
man will always win.

14. Facial expression – the hero has a serious, intent
look on their face. They are active, looking as if
they are on an important mission. This gives
them a superiority (in that everyone else’s
needs seem unimportant, by comparison) and
also enhances a perception of men as
dangerous and potentially violent.

15. Representations of men in the action genre
appear to reinforce patriarchy. Men are
constructed as dominant and successful.
Audiences are positioned to forgive any
negative traits of masculinity (e.g. men as
forceful and destructive), as these traits are
usually necessary for the man to achieve justice
in these films.

16. Importantly, men are active in these posters (it
is obvious that they are ‘on a mission’). To
quote John Berger: “men act”, which is a
contrast to the passive representation we often
see of women, who “appear” as objects of
beauty for the male gaze.

17. Representations, where men are positioned as
Bond is here, are repeated so often, that they
become ‘common sense’ and seem almost
natural.

18. Yes, the character of M is now played by
Dame Judi Dench, who is Bond’s boss – but
Bond never seems to take her orders
seriously (she often seems undermined, like
a nagging mother), and, more importantly,
she doesn’t appear on the posters.

19. 1. How does Bond embody the concept of
hegemonic masculinity? (What is so good
about being a man?)
2. Using your own examples, what evidence
do we have to suggest that hegemonic
masculinity is supported by mass-media?
3. Using your own examples, what evidence
do we have to suggest that hegemonic
masculinity is being subverted in the mass-
media?