Male gaze in James Bond

The James Bond franchise is a clear example of film objectifying females and forcing the audience to view females via the male gaze. The scene within, "Die Another Day" when James Bond meets the character Jinx demonstrates my previous statement by objectifying Jinx for both Bonds and the audiences pleasure. The extract starts by the audience seeing Bonds view through his binoculars. The audience is put into the perspective of the hetrosexual male and allows them to view Jinx from a masculine voyeuristic position. Through the binoculars we see Jinx rise from the water, the clip is in slow motion and immediately she is objectified. The camera is focused on her and takes on the viewpoint of the male through the binoculars so even females watching are forced to gaze at this woman. We immediately see that her presence is simply to give Bond something to look at and it gives the male in the text importance. All of her actions are exaggerated for males pleasure. For example as Jinx walks across the beach towards Bond the representation of females is even more constructed. She has perfect make-up even when she's just got out of the water and her skin is sun kissed, representing hyper reality rather than reality and creating a fake ideology for women. Bond then says "Magnificent view' clearly meaning the view of the woman, and even the audience knows this. As they have been placed in the males position the audience judge the woman as if they were the male. This then reflects in society as women will mirror this when they see other females, treating them as objects and judging them by their appearance. When talking to Jinx, Bond is positioned behind her, towering over her showing a position of authority. A high angle shot is used, to look down on Jinx, demonstrating her lack of power. This could reflect Patriarchal society where males are the dominant figure. Mulvey says that men set the rules and represent the ideal visions which then become reality. This is demonstrated here, as by seeing the female through his viewpoint we assume that this ideology of a woman is correct.