Van Zoonen in a nutshell
Men and women are constructed in completely different ways in media products. Representations are constructed through media language. And representations construct hierarchies of power that reinforce patriarchal hegemonic values.
Scene analysis
Jinx’s body is constructed as hegemonically attractive, and her breasts are emphasised through the gesture code of her outstretched arms, and the deliberately small swimsuit she is wearing. By constructing a hegemonically sexually attractive representation of a woman, the sequence appeals to the male gaze of the perceived heterosexual audience. Jinx is framed through a black vignette which resembles the viewfinder of a pair of binoculars, and regardless of our sexuality, we are positioned as James Bond. Viewing the subject through a telephoto lens in a mid shot positions the audience as James Bond and in a voyeuristic mode of address. However, the stereotypically romantic soundtrack that favours violins anchors this scene as romantic. Therefore the soundtrack functions as a proaietic code, and suggests the future romantic relationship between these characters. As Jinx walks slowly towards the camera, she sways her hips in a seductive manner, drawing attention to her body, and further sexualising herself.
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| A google image search of this character demonstrates a particularly pronounced example of patriarchal hegemonic normative values: almost every image of Jinx on the internet constructs her as highly sexualised and hegemonically attractive |
Jinx
Constructed as stereotypically, hegemonically attractive. Her status as a hegemonically attractive woman is reinforced through the MES of her revealing swimsuit, which emphasises her curvaceous body. By presenting her as stereotypically sexually attractive, the producer clearly is attempting to appeal to a heterosexual male audience. This reinforces the hegemonic and stereotypical ideology that the audience is heterosexual.
In her establishing shot, Jinx is constructed as graceful and angelic through the gesture code of her slowly moving arms. Shot in slow motion, her graceful movements are mimicked, and the audience are allowed to focus on her. The image is framed with a black vignette, which connotes Bond’s binoculars, and we view the extreme long shot through a telephoto lens, positioning us behind the binoculars and far away. We are also positioned in a voyeuristic mode of address.
James Bond
Bond represents a stereotypical ideal of masculinity. He is emotionless, somewhat muscular, casually stylish, suave and confident. These hegemonic expectations of masculinity are constructed through his smoking a cigarillo, which connotes maturity and status. He is drinking alcohol which connotes masculinity. He pronounces ‘mojito’ with an affected accent in order to impress his new foreign friend.