PEMANFAATAN MEDIA SOSIAL TIKTOK DALAM KAMPANYE BUDAYA SENSOR MANDIRI LEMBAGA SENSOR FILM (Studi Pada Akun TikTok @lsf_ri )

This study discusses how the Indonesian Film Censorship Board (Lembaga Sensor Film or LSF) utilizes the social media platform TikTok in the Budaya Sensor Mandiri (Independent Censorship Culture) campaign. The purpose of this research is to explain how LSF employs TikTok in the Budaya Sensor Mandiri campaign to raise public awareness about the importance of choosing age-appropriate viewing content. This research adopts a descriptive qualitative approach using a case study method on the official TikTok account @lsf_ri. Data were collected through in-depth interviews with account managers and audiences, content observation, and documentation, then analyzed thematically. The theoretical framework includes public communication campaign theory, referring to Lasswell’s model that emphasizes the relationship between communicator, message, channel, audience, and effect, as well as the social campaign concepts by Rogers & Storey (1987) and Rice & Atkin (2001), which view campaigns as organized communication activities aimed at promoting social change. The findings indicate that LSF employs creative strategies through educational content, jingles, TikTok trends, and direct audience interaction, which have proven effective in increasing message reach and building a more inclusive institutional image. This study concludes that TikTok can serve as a strategic medium for public institutions to internalize the values of independent censorship culture, strengthen media literacy, and enhance public participation in selecting appropriate viewing content.