Kingsman: The Secret Service (2014) is the first movie released in the Kingsman series, a satirical reinterpretation of the traditional British spy genre. The film centers around Eggsy, a rebellious young man who successfully becomes an agent for Kingsman, an independent and secretive organization operating under the guise of a high-end tailor shop on Savile Row. Throughout this movie, viewers follow Eggsy as he undergoes trials to officially become one of the organization’s agents, as well as his first successful mission when eliminating the crazy billionaire Valentine, who aims to take over the world with technology.
In this essay, five theories: Representation Theory, Agenda-Setting Theory, Framing Theory, Narrative System, and Postmodern Media Theory will be applied to reveal that while Kingsman presents itself as a satire of the traditional spy genre, the movie somehow reinforces admiration for elite authority by framing class mobility, violence, and villainy in ways that privilege aristocratic power.
Eggsy and The Class Mobility
Eggsy serves as the central figure for the audience throughout the movie. Before joining Kingsman, Eggsy is represented as a rebellious young man from a poor working-class background. His living environment is the council state housing, surrounded by crime and violence. Through the portrayal of Eggsy’s living conditions, the film constructs an image of the working class as people with lives full of vice and lacking the resources for social advancement. Unintentionally, this creates a biased view of this class for the audience, as in reality, they are simply people with low incomes. Moreover, although Eggsy functions as an active character in the film, his appearance becomes fully visible only after he enters the elite world of Kingsman. This can also be demonstrated by the fact that Harry Hart constantly had to help Eggsy before he joined the organization, as he got involved in many fights and arguments.
Eggsy’s transformation began to emerge after Harry Hart enrolled him in the Kingsman agent training program. Through various difficult training sessions and strict rules, Eggsy gradually acquired the discipline, knowledge, and culture associated with the elite. However, from the perspective of Agenda-setting Theory, the film directs the audience’s attention to a one-sided view of how social class shifts occur. By describing Eggsy’s significant changes after joining Kingsman, the film emphasizes that Eggsy succeeds only by adopting the elite norms. So, Kingsman shows that social advancement can primarily be achieved through conforming to the standards set by the elite, and mobility happens inside elite institutions, not outside them.
However, while the film demonstrates well Eggsy’s transformation, its portrayal of female characters reveals another limitation in representation. The male characters in the movie, such as Eggsy, Harry, or Merlin, are depicted as intelligent and powerful, whereas female characters are portrayed only as helpers, rewards compared to the male characters. Specifically, agent Roxy, despite being recruited through an exceptional process, ultimately remains a background character for Eggsy’s glow-up. Similarly, despite the royal status, Princess Tilde appears primarily as a symbolic reward for a hard-working agent at the end of the story. This gender inequality shows that while depicting class divisions, it simultaneously reflects an outdated gender hierarchy where male characters are always the heroes and supporting characters are merely secondary or entertainment rewards. This demonstrates how the filmmakers place women in a weaker position, while in real life, women already had equal voices and capabilities compared to men.
Kingsman and the Construction of Elite Authority
The Kingsman organization itself represents an independent elite power structure. Through the setting of a traditional tailor shop on Savile Row – where associated with aristocratic fashion and refined taste – the film directly links the organization’s elite status with the symbol of power. In Kingsman: The Secret Service, the organization is consistently portrayed as the standard of gentlemen, associated with tailored suits, composed manner, and the signature catchphrase “Manner Maketh Man.” Significantly, Harry Hart, also known as Galahad, is the main figure embodying this ideal elite. His dignified appearance further reinforced that the elite’s power is not only strong from the inside but also morally and culturally refined. Through Harry Hart, the film constructs an image of the elite as protectors of civilization, possessing both the intellect and discipline necessary to safeguard society.
In the world of Kingsman, the organization is not simply an expert agency but also a proactive entity. This independent elite group defines the standards of good and the ideal gentleman. Kingsman is depicted as the definition of a perfect man, specifically demonstrated by Eggsy’s transformation and Harry Hart’s flawless outlook. Furthermore, the film incorporates details of Kingsman’s advanced technology, further highlighting the exclusivity of the elites. This can be shown by the contrast between Harry and Eggsy’s attitudes in the scene of introducing Kingsman’s equipment and weapons – one with cool composure and one with eager curiosity – which reinforces Kingsman in having massive power and knowledge.
Besides, because of this power, the masses become passive actors within the narrative, handing their lives over to higher-class protection. They have almost no direct voice or influence over their own lives as they are completely unaware of Valentine’s control. Receiving SIM cards from the billionaire is simply seen as a windfall. For the working class, specifically Eggsy’s mother and sister, they are portrayed as powerless victims. This passive character development reflects the producers’ perspective that the majority, who are easily controlled, require the help and guidance of an elite agent. Thus, it shows that audiences are led to align with Kingsman as a way of upholding justice and observing the others as those who need rescuing.
Most notably, using Framing Theory and Postmodern Media Logic, agents’ violent action has been normalized to become an act of justice or even art. In hyperreality media, images become more vivid and emotionally compelling than reality. Stylized action scenes in films blur the lines between violence and ostentation, encouraging viewers to enjoy visual excitement while downplaying the importance of the moral implications of the actions themselves. This is particularly highlighted in two scenes: Harry Hart’s church fight and the explosion of Valentine’s chips. In the church scene, instead of clearly depicting the massacre, the producers made it similar to a music video by adding cheerful background music throughout the scene. This transformed what should have been a horrific and bloody scene into a symphony with Agent Harry Hart as the artist. This unintentionally turns the audience into accomplices to the violence, as people feel excitement at the death. Similarly, in the scene where Merlin detonates the chips of people who joined Valentine’s plan, Merlin himself detonates and ruthlessly eliminates innocent people. The producers once again transformed this bloody scene into a work of art when each exploding head is depicted with fireworks, which are inherently associated with joy, accompanied by a song in rhythm. This further clarifies the producers’ intention to transform this brutal and deadly scene into a joyful one.
Moreover, the simulations inside Kingsman also prove that the media does not refer to a stable reality. This can be seen through the most prominent simulations, which are the tailor shop on Savile Row and the agents’ clothing and accessories. To outsiders, the luxurious Kingsman tailor shop on Savile Row is just a random high-end tailor shop on the street. Conversely, to the Kingsman agents, it is a secret base where all equipment and operations take place in secrecy. Next, regarding the clothes and accessories used by the agents, similarly, agents’ suits simply represent the elegance and formality of a refined gentleman to normal people. However, any product carried by a Kingsman agent possesses its own dangerous function. For instance, Harry Hart’s signature umbrella is actually a see-through gun with absolute lethality. Or the shoes Eggsy wore in the fight scene with Gazelle were actually poisoned, capable of killing a person.
In essence, the Kingsman represents perfection, whose calculated brutality is framed as acts of justice. Kingsman implicitly establishes itself as the authoritative voice on defining what constitutes a standard gentleman and what the elite class is in England.
Valentine and The Narrative Framing of Villainy
In Kingsman: The Secret Service, Richmond Valentine is portrayed as an improper elite who is both active and being blamed at the same time. In the movie, by taking the initiative in producing SIM cards and using them as a means to control the population, apart from Kingsman, no one else can be compared to Valentine’s power. However, despite possessing a tech empire and a global power network, Valentine does not embody the image of the traditional upper class. By portraying Valentine as a powerful billionaire – the essence of the elite – but who likes to wear hip-hop clothes and eat fast food – reminiscent of the lower class – the film conveys the message to viewers that this villain is a bad person disguised as an elite who needs to be changed. This contrast highlights Valentine’s story as that of an outsider who possesses some elite traits but ultimately requires re-education or is discarded.
Furthermore, this also extends to his motives in developing the technology. By focusing on Valentine’s ambition to take over the world, the film portrays him as the one to blame for all of society’s failures. Specifically, Valentine’s development of SIM technology is depicted as the product of a deranged billionaire with an extreme desire to control the world. In reality, these technological developments actually benefit people, not cause destruction. Free SIM cards, with no fee required, are truly a groundbreaking development that helps improve people’s lives.
In particular, the consistent presentation of such a subjective view of Valentine demonstrates a blame-shifting tendency, as other crises, such as climate change or the decay of the ruling system, are framed as entirely attributable to the craziness of an individual. At the end of the movie, when Valentine’s death is presented as a salvation, the audience is easily lured into believing that all the bad things have disappeared. In reality, Valentine is an excuse to hide the truth that those problems are systemic flaws, rather than just the craziness of a billionaire. With the invisibility of some figures, it can be seen that the system behind the faction in the movie is not as simple as it seems on the surface. Hidden within lies the mystery of a complex power structure controlling each faction.
Satire or Admiration Afterward?
Kingsman is known as a satire of the traditional spy film genre, but the truth remains unclear regarding whether this satire undermines the power of the elite. Many elements exaggerated in the film, such as the agents’ abilities or the unrealistic development of high-tech gadgets, could be interpreted as a mockery of traditional agents or even the elite. However, the storyline consistently portrays Kingsman agents as individuals with exceptional abilities, integrity, and indispensable to society. Therefore, a portion of the elite’s power becomes more intriguing and desirable than critical or judgmental. Instead of completely shattering the myth about how traditional agencies uphold justice, the film inadvertently consolidates audience admiration.
From time to time, audiences’ perception has differed significantly. In 2014, Kingsman was embraced as a breath of fresh air, offering an exciting departure from the overly serious original spy film genre. According to Jordan Hoffman (2014), Kingsman truly revived the spy film genre, which had become tiresome for audiences. The film was praised for its class consciousness and for treating its violence as entertainment. Audiences at the time were positive about the film, particularly enjoying Eggsy’s positive transformation from beginning to end. Conversely, in a society that has become more sensitive to issues of equality and privilege, audiences have become more critical of Kingsman: The Secret Service. On StudyMoose (2023), the film was criticized for its blatant class discrimination targeting the working class. The focus on Eggsy’s background compared to other wealthy candidates is believed to clearly reflect the elitist mindset within the Kingsman training system, which now caused an audience backlash from viewers.
In conclusion, Kingsman: The Secret Service illustrates how contemporary media can simultaneously critique and reinterpret existing social hierarchies. Through a sense of humor, romanticized violence, and some exaggerated elements, the film did challenge the image of elite power. However, it also somehow elevates the viewer’s praises to the elite to a certain extent. Instead of dismissing hierarchical power structures, audiences can find comfort in the imagined narratives of the brilliant and sophisticated elite secretly maintaining order behind the scenes. Essentially, Kingsman is not simply a satire, but demonstrates that satire and admiration can sometimes exist at the same time, allowing audiences to choose for themself whether to mock or glorify it.
References
- Guardian News and Media. (2014, December 30). Kingsman: The Secret Service Review – Dapper Laughs in thrillingly adolescent 007 pastiche. The Guardian. https://www.theguardian.com/film/2014/dec/30/kingsman-the-secret-service-first-look-review
- A review of Kingsman: The Secret Service, a movie by Matthew Vaughn. Free essay example. (2023, May 7). https://studymoose.com/a-review-of-kingsman-the-secret-service-a-movie-by-matthew-vaughn-essay
