Guidelines of Online Social Media Development for Promoting the Sangha’s Affairs of the Buddhist monasteries

Abstract

The objectives of this research were: 1) investigating on the administrative affairs of monastic communities in Buddhist temples; 2) analysis of suitable social media platforms for the dissemination and public relations of monastic affairs; and 3) propose a framework for the development of social media to disseminate information about monastic affairs. The study will employ document analysis and in-depth interviews. Data had been analyzed, synthesized, and presented in a descriptive narrative.

The research results showed that: 1) Monastic administration involves the management, planning, organizational structuring, and strategic management of monastic communities. The objectives of monastic administration are tenfold, guiding the current operations of the Thai Sangha. The Supreme Sangha Council is responsible for administration, policymaking, and annual operational plans, focusing on six key areas to ensure the development of Buddhism. However, the situation demands continuous modernization and adaptation to address societal challenges. 2) Modern public relations primarily rely on online media to facilitate communication, foster understanding, and build positive relationships between senders and receivers. This allows for the sharing of knowledge, attitudes, and practices, leading to the formation of global online communities for effective dissemination of organizational activities. 3) Developing social media for the dissemination of monastic affairs is essential for the propagation of Buddhism and the benefit of individuals and society. The focus should be on holistic human development, encompassing morality, ethics, mind, and intellect. This approach benefits individuals in both the present and future, ultimately leading to the cessation of suffering and problems. A Buddhist teaching method, comprising four aspects, can serve as a framework for this development, divided into three dimensions: 1) development of social media pages for disseminating monastic affairs, 2) content development, and 3) visuals/videos. The research findings have resulted in the VIED+3 Model.