Central Washington University ScholarWorks@CWU All Master's Theses Master's Theses Spring 2019 Bondmania: Spy Films, American Foreign Policy, and the New Frontier of the 1960s Luke Pearsons Central Washington University, [email protected] Follow this and additional works at: https://digitalcommons.cwu.edu/etd Part of the Cultural History Commons, History of Gender Commons, Political History Commons, and the United States History Commons Recommended Citation Pearsons, Luke, "Bondmania: Spy Films, American Foreign Policy, and the New Frontier of the 1960s" (2019). All Master's Theses. 1202. https://digitalcommons.cwu.edu/etd/1202 This Thesis is brought to you for free and open access by the Master's Theses at ScholarWorks@CWU. It has been accepted for inclusion in All Master's Theses by an authorized administrator of ScholarWorks@CWU. For more information, please contact [email protected]. BONDMANIA: SPY FILMS, AMERICAN FOREIGN POLICY, AND THE NEW FRONTIER OF THE 1960s __________________________________ A Thesis Presented to The Graduate Faculty Central Washington University ___________________________________ In Partial Fulfillment of the Requirements for the Degree Master of Arts History ___________________________________ by Luke Thomas Pearsons May 2019 CENTRAL WASHINGTON UNIVERSITY Graduate Studies We hereby approve the thesis of Luke Thomas Pearsons Candidate for the degree of Master of Arts APPROVED FOR THE GRADUATE FACULTY ______________ _________________________________________ Dr. Stephen Moore, Committee Chair ______________ _________________________________________ Dr. Daniel Herman ______________ _________________________________________ Dr. Chong Eun Ahn ______________ _________________________________________ Dean of Graduate Studies ii ABSTRACT BONDMANIA: SPY FILMS, AMERICAN FOREIGN POLICY, AND THE NEW FRONTIER OF THE 1960s by Luke Thomas Pearsons May 2019 The topic of this thesis are spy films that were produced during the Cold War, with a specific focus on the James Bond films and their numerous imitators. The goal is to explore why these films were popular, particularly during the decade of the 1960s, and how these films and characters were used to address a number of anxieties that faced the United States in this period. The character of James Bond in these films established the dominance of a particular character type and provided a sense of wish fulfillment for a certain segment of the audience. His presence asserted that the fight of the Cold War and containment was in capable hands, and that those who fought it were having fun doing it. The Bond globetrotting superspy media figure was one that soon came to dominate the culture. Policymakers, politicians, and the CIA used the image of Bond to their benefit, as Bond’s popularity coincided with Kennedy and Johnson’s foreign policy strategy of flexible response, which favored elite strike forces rather than nuclear warfare as a way to address conflicts during the Cold War. Domestically, magazines from Life to Playboy, promoted the idea of the “Bond lifestyle,” and the perceived benefits that came from modeling one’s life after a superspy. The Bond media figure demonstrates that Cold War militarization took many forms and that characters from pop culture can have a significant impact on how people view themselves and the world around them. iii TABLE OF CONTENTS Chapter Page I INTRODUCTION ........................................................................................ 1 Historiography ......................................................................................... 3 Organization .......................................................................................... 14 Method and Using Films as Primary Sources ....................................... 16 II BOND AND AMERICAN FOREIGN POLICY ....................................... 18 The Cold War Before Bond .................................................................. 19 The President, the CIA, and James Bond .............................................. 26 Bondmania ............................................................................................ 33 III BOND AND THE NEW FRONTIER ........................................................ 49 Domesticity, Playboy, and Doris Day ................................................... 50 The New Frontier, James Bond, and Bond Girls .................................. 58 Wanting to Be James Bond ................................................................... 67 IV CONCLUSION ........................................................................................... 82 Epilogue: Bond from Vietnam to Today ............................................... 85 BIBLIOGRAPHY ...................................................................................... 88 APPENDIX ................................................................................................. 94 iv LIST OF FIGURES Figure Page 1 Figure 1. James Bond Secret Agent 007 *SA Special Agent Automatic Pistol, Scope and Silencer ...................................................................................... 42 2 Figure 2. 007 gun shaped vodka pourer ...................................................... 43 3 Figure 3. 007 after shave advertisement ..................................................... 69 4 Figure 4. The Silencers (1966) poster. ........................................................ 72 v 1 CHAPTER I INTRODUCTION M: I think you’re a sexist misogynist dinosaur. A relic of the Cold War, whose boyish charms, though wasted on me, obviously appealed to that young woman I sent to evaluate you. James Bond: Point taken. — Goldeneye (1995) When James Bond returned to screens in 1995 in the film Goldeneye, it had been six years since the last Bond film—at that point, the longest hiatus in the film series’ history—and the first since the end of the Cold War. The film’s producers were aware that they faced a new challenge in the film series. One of the producers, Barbara Broccoli, later claimed that “the press was saying that Bond was a passé thing. [That] the world [had] changed. There are no enemies, so there’s no need for James Bond.”1 There was a genuine concern that the character would not survive in a post-Cold War climate. Before the film went into production, The Wall Street Journal speculated that the film was $50 million gamble that was not worth taking.2 The character was so tied to the Cold War and a distinct type of Cold War masculinity, there were fears that the character was destined to fade into history, as Mickey Spillane’s private-eye Mike Hammer had before him. Some felt that if they were to make more films, there should be significant changes made to the character, to update and modernize him. However, the film’s producers decided to go in a different route. The film’s director, Martin Campbell, argued that “canceling out [Bond’s] chauvinism would be a mistake. He must remain a womanizer.”3 The 1 th Everything or Nothing: The Untold Story of 007, directed by Stevan Riley (Epix, 2012) DVD (20 Century Fox, 2013). 2 Everything or Nothing. 3 Quoted in Paul Duncan, ed. The James Bond Archives (Cologne: Taschen, 2015), 428. 2 film’s thesis instead became a question: is a “sexist misogynist dinosaur,” and a “relic of the Cold War,” still relevant in the era of a “new world order?” The film’s answer, as well as the audiences’, was irrefutably a yes. Goldeneye was the fourth highest grossing film of the year and ever since the film franchise continues to consistently rank among the highest earners of the year. Goldeneye’s preoccupation with the Cold War and its legacy, and the producers’ concerns about whether Bond would continue to be successful after the fall of the Berlin Wall pose an interesting question. If there was a fear that the fictional character of Bond personified the Cold War to such a great degree that he might not succeed after it had ended, what then can be learned about the Cold War through studying the Bond phenomenon? The answer to this question reveals many of the anxieties surrounding the Cold War context, and also how those fears were addressed. This thesis focuses specifically on the popularity of James Bond in the United States. Though Bond is a British character, his popularity in the US was immense, and US critics and fans hardly, if ever, brought up his Britishness. Placing James Bond in the US Cold War context, demonstrates a variety of things in American life, in everything from foreign policy to shifting gender roles. More specifically, this thesis will focus primarily on the decades of the 1950s and 1960s, exploring the Cold War context before the introduction of Bond and then after in the decade for which the character’s popularity was at its highest. More than just an examination of the character of James Bond, this thesis will explore how the vast amounts of spy media created in the wake of the popularity of James Bond that strove to capitalize on the “spy craze.” This “Bondmania” took over the popular culture of the United States, invading corners of media that few scholars have explored in depth. This thesis argues that during the Cold War, US policymakers promoted and benefited from the popularity of spy media—and were also at times 3 informed by it—particularly in the case of James Bond, and that the popularity of this spy media reflect changes in US culture and perhaps assisted in shaping it. Historiography The historiography of James Bond, spy films, and the Cold War in the United States is vast, yet there