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Conclusion

To conclude, Bond is an exemplar multi-platform medium that signifies how a text can make a fluent transition through the years, in order to suit changing audience perspectives and societies shifting ideologies. Through its representation of intertextual Bond motif and its consideration of contemporary ideology, the franchise fuses old and new perspectives and succeeds in constructing a timeless cinematic franchise. Conversely, as the series utilizes contemporary discourse it also proves conflicting, which suggests the series does little to grow from its 1960s roots. With the continuation of negative gender stereotype, I have the found the series presents an imbalance of gender power and is in favour of male supremacy. However, it cannot be mistaken that the more recent films subvert this repressive ideology by presenting strong female characters who challenge gender stereotype. My findings further determine a more balanced perspective that the series has developed through the years. With female characters situated in positions of authority, the franchise is repositioned to present a fresh and more modern ideological stand point. This has in turn broadened the target consumer by appealing to contemporary feminist ideology. It is therefore evident from my discussion that the franchise has evolved to suit cultural and ideological change.

Whilst the series has altered and adapted its ideological positioning, the concept of intertextuality has remained a constant. If anything, the subject of intertextuality has increased and will continue to do so; it is fundamental to the series construction. My discussion has also revealed the extent the series relies on intertextual reference in order to appeal to audiences and in particular fans of the franchise. I have found the films have achieved this through repeat referencing of traditional Bond iconography and recognisable dialogue that links the changing faces of Bond to the same core identity. My analysis has also brought to light the use of intertextuality to give context to old bond traditions and establishing its place in the modern setting. These references have also confirmed the series as a symbol of quintessential British ideals. The references to other classic British texts solidifies this representation and positions the franchise as a homage to British culture and identity. As proven in my discussion this presentation of societal ideals also provides an escapist experience for the audience. While it can be concluded, Bond offers a temporary source for self-fulfilment and escapism, this truth has made me consider how far our world is from the idealised fantasy that James Bond represents.


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