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One of the most iconic examples of this cultural shift is the future of the James Bond franchise. Once the epitome of rugged masculinity, the character has been transitioning away from his traditional roots. Producers now speak openly about evolving Bond into a more emotional, sensitive figure, aligning with modern ideas of "progressive" masculinity. Headlines have announced that the next Bond will have a larger role for women and exhibit more emotional depth, moving away from the stoic, womanizing spy we have known for over 50 years.