Religious Communication in the Digital Age Buddhism in Thai Social Media

Abstract

This academic article aims to explore religious communication in the digital era, focusing on the case of disseminating Buddhism through social media platforms within the context of Thai society. This research employed document analysis and qualitative data collection from academic studies and related articles. The findings reveal that Buddhist communication in the digital age plays a vital role as a new channel for transmitting Buddhist teachings to diverse target audiences, especially younger generations who are active users of online media. Social media platforms such as Facebook, YouTube, TikTok, and Instagram have modernized the methods of disseminating Buddhist teachings, making them more accessible and interactive for audiences. The study also highlights several challenges faced by Buddhist communication in the digital era, including issues related to the accuracy of content shared online, the diminishing sanctity of religious rituals, and the risk of distorting the essence of Buddhist teachings for entertainment or commercial purposes. Additionally, there are ethical concerns regarding content creators and disseminators who operate through digital platforms. Through an in-depth analysis, this research has synthesized new knowledge in the form of the “3C-BS Model,” consisting of three core components: Content, Channel, and Communication Ethics. The model also incorporates the Buddhist-Social Context as a supporting factor to ensure that the dissemination of Buddhism in the digital era is both effective and appropriate to the Thai sociocultural context. Ultimately, this framework aims to preserve the authenticity of Buddhist teachings while fostering a peaceful and harmonious online society.