James Curtis Barden, a retired vice president and chief financial officer of Media General Inc., died of a heart attack July 3. He was 59. Barden retired this year from Media General, parent company of Richmond Newspapers Inc. and other media holdings. A certified public accountant, Barden was named assistant controller of the company in 1967. He became vice president 10 years later and was appointed chief financial officer in 1983. He is survived by a son and a sister.