COMMUNICATION MANAGEMENT MODEL FOR BUDDHISM PROPAGATION DEVELOPMENT OF BUDDHIST MONKS IN NAKHON PATHOM PROVINCE

Abstract

Objectives of this research were; 1) to study general context and problems of communication management for Buddhism propagation development of Buddhist monks in Nakhon Pathom Province, 2) to study theories and Buddhist principles for Buddhism propagation, and 3) to propose a communication management model for Buddhism propagation of Buddhist monks in
Nakhon Pathom Province. Methodology was mixed methods research: qualitative research collected data from 19 key informants with structuredin-depth-interview and data were analyzed data by descriptive interpretation; the quantitative research collected data with 5 level-rating-scale questionnaires with reliability score at
0.95 from 359 samples who were monks in Nakhon Pathom Province and analyzed data with statistics of frequency, percentage, mean and standard deviation.                       Research findings were as follows:    

  1.General context and problems of communication management for Buddhism propagation development of Buddhist monks in Nakhon Pathom Province were that Buddhist monks at all levels paid attention to the importance of Buddhism propagation, participating with state and private agencies in setting up a clear and pro-active  steps, tactics  and process of operation. The problems came from   4 areas of communication: senders lacked communication capacity; message,  the contents the monks used to preach were too various; channel; Buddhist monks still lacked the competence to use to the fullest; receives, people did not have time to go to monasteries. 2.Communication theory and Buddhadhamma for Buddhism propagation development composed of 4 components: 1) sender,  2) message, 3) channel and 4)receivers.The appropriate Buddhist principle to integrate with communication theory is Bhãvanã 4 :1)Kãya-bhãvanã, 2)Sila-bhãvanã, 3)Citta-bhãvanã and 4) Paññã- bhãvanã. This communication theory and Buddhism principles when well integrated, would help the Buddhism dissemination be more progressive and effective.        3.Form of communication management for Buddhist monks development in Nakhon Pathom Province was that: 1) Sender, the practice of religious practice in the sacrament of discipleship to have calm mind, strong psychic ability, approximated thought to solve problems and creativity, 2)Message; Bhãvanã
4 dissemination for people to practice in rules and regulations, laws and orders  conformity, being able to  train themselves with Bhãvanã 4 in order to live their lives with mindfulness, 3)Channel; Using media that can convey the image of Bhãvanã 4.Applying  appropriate methods to enhance Bhãvanã 4 and practice along with Bhãvanã 4. 4) Receiver; being taught to understand the process of Bhãvanã 4 practice, Bhãvanã 4 dissemination suitable for receivers’ attributes according to age groups, occupational groups considering their readiness to undertake Bhãvanã 4.