Goldfinger (1964)

Consider - gender, sex / sexuality, class, age, Britain.

• Sexual objectification of women. 
• In the 60s, young men and women went to see popular films - the actors were always good looking which meant that the audience were aspirational. 
• Men didn't want to commit to relationships.
• Often low key lighting. 
• Reinforces traditional male traits - gambling and sports. 
• Women are reliant to men. 
• Men are power hungry.
• Working class are given dominance.
• Every man for himself attitude. 
  

Gender.

• The representation of strong, empowered, independent women is evident with characters such as Pussy Galore more so than Alfie.
• Although the representation is still very sexual in terms of presentation (mise-en-scene) and also within the narrative - women are there for Bond's sexual pleasure.
• Clearly these representations tap into the new found freedom's for women.
• Men are still seen as dominant (Bond, M ,Q and Goldfinger) still in many respects representing a patriarchal society (run by men). 
• The characters of Bond along with Alfie still reinforce traditional ideas and values about women - men enjoy the more sexually relaxed attitude these women have to relationships but within a patriarchal society - see these types of women are seen as a threat on the whole. 

Sex

• These films along with Bond very much represents the more liberal / relaxed attitude towards sex during the 1960's however the films are not progressive in terms of treatment of sexuality - Pussy Galore (a lesbian) is turned by bond. 
• The film very much reinforces heterosexuality. 

Class.

• Although the character of James Bond is clearly middle - upper class at the time of social change and rise of the popular working class hero in film fiction - Connery, who was a Scot, from a working class background - makes the character have a wider appeal to both young women and men. 
• The other characters such as M, Q, and Miss Moneypenny still reinforce traditional class status quo.
• The Bond films which present a very exotic mixture of fast cars, women, gadgets and foreign locations taps into the aspirations that the younger generation has. 

Age.

• The films although perhaps does not present explicitly youth culture - does celebrate youthful values and ideas - the film does represent generational conflict as between Bond and M and Q.

Britain. 

• Britain is still seen as a world player (having significance) although now down to U.S. and Russia, However Britain being seen as 'cool' is obviously represented through Bond.