<![CDATA[Abstract: The use of social media in education opens up new pedagogical spaces for content creator teachers in instilling character education values in students. This study uses a qualitative approach with a phenomenological design to understand the experiences of content creator teachers in utilizing social media at SD Negeri 3 Lemba, Soppeng Regency. Data were collected through in-depth interviews, observations, and analysis of school social media content documentation. Data were analyzed using the Miles and Huberman interactive model, maintaining data validity through triangulation of sources and methods. The results show that social media is used consciously and deliberately as a medium for instilling character values through visual, participatory, and contextual content. Dominant character values include religiosity, discipline, cooperation, social care, national spirit and love of the homeland, good manners, and self-confidence, which are integrated into students' daily activities and the school's flagship programs. Despite facing internal and external challenges, content creator teachers demonstrate adaptive efforts in managing social media pedagogically. These findings confirm that the use of social media by content creator teachers plays a significant role in supporting the internalization of character education values and strengthening school culture in the digital era. Keywords: social media; content creator teacher; character education. Abstrak: Pemanfaatan media sosial dalam pendidikan membuka ruang pedagogis baru bagi guru konten kreator dalam menanamkan nilai-nilai pendidikan karakter kepada peserta didik. Penelitian ini menggunakan pendekatan kualitatif dengan desain fenomenologi untuk memahami pengalaman guru konten kreator dalam memanfaatkan media sosial di SD Negeri 3 Lemba Kabupaten Soppeng. Data dikumpulkan melalui wawancara mendalam, observasi, dan analisis dokumentasi konten media sosial sekolah, serta dianalisis menggunakan model interaktif Miles dan Huberman dengan menjaga keabsahan data melalui triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa media sosial dimanfaatkan secara sadar dan terencana sebagai media penanaman nilai karakter melalui konten visual, partisipatif, dan kontekstual. Nilai karakter yang dominan meliputi religius, disiplin, kerja sama, peduli sosial, semangat kebangsaan dan cinta tanah air, adab sopan santun, serta percaya diri, yang diintegrasikan melalui aktivitas keseharian peserta didik dan program unggulan sekolah. Meskipun menghadapi tantangan internal dan eksternal, guru konten kreator menunjukkan upaya adaptif dalam mengelola media sosial secara pedagogis. Temuan ini menegaskan bahwa pemanfaatan media sosial oleh guru konten kreator berperan signifikan dalam mendukung internalisasi nilai pendidikan karakter dan penguatan budaya sekolah di era digital. Kata kunci: media sosial; guru konten kreator; pendidikan karakter.]]>
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