AKTIVITAS KOMUNIKASI KAMPANYE BUDAYA SENSOR MANDIRI UNTUK MENINGKATKAN KESADARAN MASYARAKAT DALAM MEMILIH TONTONAN (Studi Kasus Pada Akun Instagram @lsf_ri)

This study discusses how the communication activities of the “Budaya Sensor Mandiri” (Independent Censorship Culture) campaign are carried out by the Film Censorship Board (Lembaga Sensor Film) through the Instagram account @lsf_ri. The purpose of this research is to explain the campaign activities of the Independent Censorship Culture conducted by the Film Censorship Board in raising public awareness to choose appropriate viewing content through its Instagram account. The background of this study is based on the high usage of Instagram in Indonesia, especially among the younger generation, and the need for digital communication that is participatory, relevant, and educational in conveying campaign messages related to age-based content classification.
This research uses a descriptive qualitative approach with data collection techniques through in-depth interviews and documentation. The study applies the PESO Model theory as the analytical framework. This theory is used to examine how government institutions utilize their social media, particularly Instagram, to support the dissemination of campaign messages. The findings of this study show that the communication activities of the Independent Censorship Culture campaign are carried out in four stages: planning, content production, distribution, and evaluation. The campaign identity is reinforced through the use of the hashtag #BudayaSensorMandiri as the main marker in every campaign post.
The PESO Model is applied integratively, where the Instagram account @lsf_ri and its created content fall under Owned, audience interactions and reposts fall under Shared, support from creators and external communities fall under Earned, and collaborations or partnerships with influencers using paid costs fall under Paid. This study also emphasizes that social media, particularly Instagram, can function as an effective public communication space for state institutions in delivering their campaigns.