Innovative Formats of Using Modern Media and Technology in the Propagation of Buddhism at Wat Phra Dhammakaya
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Abstract
This study, “Innovative Formats of Using Modern Media and Technology in the Propagation of Buddhism at Wat Phra Dhammakaya,” aimed to: 1) examine concepts and theories of modern media and innovation for Buddhist propagation; 2) investigate the innovative media and technology formats employed by Wat Phra Dhammakaya; and 3) analyze their consistency, strengths, limitations, and developmental guidelines. The research employed a qualitative design, drawing on documentary data from the dissertation database and related studies, together with field data from 21 key informants and 100 media users, totaling 121 participants. The findings reveal that Buddhist propagation in the digital era requires an integration of Buddhist communicative methods and contemporary communication theories. Wat Phra Dhammakaya employs six media formats—photographs, videos, illustrations, articles, infographics, and audio—together with eight types of technologies and innovations: E-Learning/MOOCs, AR/VR, AI/Chatbot, IoT, cloud computing, applications, live streaming, and social media. These are distributed through major platforms such as Facebook, YouTube, TikTok, Instagram, X, and LINE Official Account. The analysis indicates that the model’s strengths lie in audience segmentation, simplification of Dhamma content, multi-platform communication, and feedback monitoring. However, more empirical indicators, such as follower numbers, views, engagement rates, and evidence of applying Dhamma in daily life, should be systematically reported to strengthen the evaluation of communication effectiveness.
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