Abstract

The preponderance of female stereotypes in various films has become intense. Regardless of film genre, its effect on media-saturated culture has become somehow profound. This has become a concern to many people especially to feminists. Hence, this film study is conducted to explore how the female lead characters are stereotyped in films particularly in select official James Bond 007 films. During the analysis, the researcher utilizes an adapted film analysis rubric. The results show that: 1) the leading female characters in the three films analyzed are portrayed mainly as objects of Bond’s sexual desire while he establishes and maintains a chauvinistic role all throughout each film; 2) Bond engages in dualistic relationships with the lead female characters when he uses them to satisfy his own desires for a woman as a means to an end (as particularly exemplified and portrayed in the character of Countess Lisl in For Your Eyes Only); 3) the treatment of some female stereotypes in the three films analyzed is consistent, e.g. a particular stereotype of a lead female character as object of sexual desire is sustained all throughout the film. The study, therefore, concludes that the lead female characters in the select films are generally portrayed in oppressive stereotypes. Keywords: Mass Communication, lead female character, female stereotypes, James Bond007, descriptive design (qualitative film analysis), Philippines