James Bond
(007) is a global brand: since his ‘birth’ in 1953 he’s evolved into a popular
cultural icon. Irrespective of the occasional reports of his demise since the
end of the Cold War the Bond franchise surges on with new films and
continuation novels. While Bond appears to be a quintessentially British
creation, his Cold War adventures unfolded across a global stage and the
associated books, comics, films and subsequent videogames have established a
genuinely transnational legacy.
Bond’s
influence was not, and is not merely confined to the ‘West’. The rise of
‘Bondmania’ in the 1960s produced a Bondian narrative which exerted an
influence across both the Iron and Bamboo Curtains, triggering an explosion of
enthusiasm for espionage as a subject in popular culture. The Cold War has
increasingly been projected into popular memory through the prism of spy
fiction. But since 1989 the Bondian vision of the Cold War has crossed old
ideological boundaries, blurring trans-Bloc perspectives and establishing new
legacies.