Seduction in James Bond Movies as a Product of Popular Culture: Tomorrow Never Dies Movie Example

Abstract

As a popular culture example, the Bond novel series written by Ian Fleming has been reproduced in the cinema and turned into a visual myth with its commercial success. Undoubtedly, there are certain reasons for this success. The repetition of the narrative structure and strategies of a popular novel by the cinema is among the reasons for this success. This is the basis of the interest that the masses have shown in Bond films for years. Sexuality, eroticism, masculinity, rivalry, defiance, patriotism, prestige and personal and national prestige are particular features of the Bond universe produced. The Bond universe also contributes to the efforts to hide the desperation of capitalism and Western civilization emphasized by Jean Baudrillard. These efforts can be called seduction strategies. Seduction strategies, especially developed through body and cultural policies, produce hegemonic relations based on mutual consent within the framework of the relationship between the seducer and the seduced. This study aims to examine the narrative structure and seduction strategies in the 1997 film Tomorrow Never Dies, by focusing on the structuralist analysis of Umberto Eco's Bond novels and Baudrillard's texts, within the framework of purposeful sampling. The system hides the problems it experiences by seducing and seducing the masses through popular culture products. It has been seen that the Bond films produced as a popular cultural product also serve this purpose.