Framing in Advertising Materials if Fly Me To The Moon (2024)

Abstract

This study explores how the film Fly Me to the Moon (2024) uses framing theory in its narrative structure and advertising materials. Particular spoken and visual elements in the film reflect purposeful framing tactics as described by Entman (1993), such as presenting problems, identifying causes, making moral judgments, and providing remedies, this study employed a qualitative content analysis approach. Goffman's (1974) concept of interpretative frameworks, which describes how characters manage identities and construct social meanings, provides additional support for the study. The findings demonstrate how the film actively uses framing to humanize NASA, advance political goals, sway public opinion, and use propaganda, truth, and national image to overcome moral conundrums. The movie shows how organizations and people intentionally control meaning to sway viewers through selective emphasis, secrecy, moral narratives, and visual manipulation. In conclusion, this research advances effectiveness of the framing strategies used in communication and movie promotion in modern media narratives.