FRAMING ANALYSIS OF EDUCATIONAL MESSAGES IN THE SHORT FILM “MAKRO” PRODUCED BY THE MINISTRY OF FINANCE OF THE REPUBLIC OF INDONESIA
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Abstract
The development of audiovisual media has positioned film as an effective medium of mass communication capable of delivering messages through the integration of visual elements, sound, and narrative structures that shape audience perception. In the educational context, film functions not merely as entertainment but also as a learning medium that communicates economic, social, and moral values in an engaging and accessible manner. This study aims to analyze the framing of educational messages in the short film “Makro” produced by the Ministry of Finance of the Republic of Indonesia. The research applies the framing analysis model proposed by Robert N. Entman (1993), which consists of four elements: defining problems, diagnosing causes, making moral judgments, and suggesting treatment recommendations. Using a descriptive qualitative approach, this study conducts content analysis of the film’s audiovisual narrative, including dialogue, scenes, character expressions, and storyline structure. The findings indicate that the film frames economic education through financial literacy awareness and tax responsibility, moral education through values of honesty, discipline, and accountability, and social education through empathy, social participation, and collective responsibility. The study concludes that the framing strategy employed in the film not only communicates economic literacy but also strengthens the institutional image of the Ministry of Finance as a humanistic organization promoting ethical and educational values through narrative storytelling
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