Abstract

Buddhist communication styles for new generation in present-day Thailand were an interdisciplinary study which concentrated on quantitative research. The study was conducted by survey research using 440 self-administered questionnaires as a tool to collect data. In-depth interview and focus group discussion which were qualitative research methods were also used to acquire supported data in order to make the research become more complete. The three objectives of this study were 1) To analyze media exposure behavior of new generations 2) To study Buddhist communication styles for new generations in present-day Thailand 3) To present policy suggestion resulting in guideline to establish appropriate Buddhist communication styles for a new generation in Thailand. The statistics used in the study were percentage, mean, independent t-test, f-test (One-Way Analysis of Variance), and Pearson's Product Moment Correlation Coefficient.The findings regarding Buddhist media-exposure behavior of the new generations showed that mobile phone was the most often used electronic device to communicate through online social media using wireless network connection. The frequency of Buddhist media exposure among most of the subjects was low with mostly once every two weeks. The Buddhist media exposure was unintentionally. The period of time for Buddhist media exposure via online social media was frequently during 18.01-21.00. Buddhist media exposure mostly occurred on Sunday. Most of the subjects took less than 30 minutes at a time for Buddhist media exposure via online social media. Buddhist media exposure through online social media mostly happened at their residence. Communication services/programs through online social media which were mostly used for Buddhist media exposure were Facebook, Youtube, and Instagram respectively. Regarding companions during Buddhist media exposure, the subjects were often alone.The overview of Buddhist communication to a new generations showed that Facebook should be used as an online communication channel and presented with videos using communication through website in form of One-to-Many asynchronous communication. The content needed was Buddhist information which basically used informal language for communication.Besides, the results of this study pointed that the subjects paid attention to Buddhist information according to the individual person they attached to. The presentation format had to be interesting and suitable for the target group. Arrangement of difficult content should be simplified. Religious issues should be carefully selected to meet the needs and ways of life. Online communication could be achieved through working as a group.The findings from this study also indicated some policy suggestions resulting in guideline to create appropriate Buddhist communication styles for new generations in present-day Thailand which was divided into 2 phases. The first phase was short-term or urgent that included 1. To promote online media to disseminate religious information of monks, Buddhist agencies and organizations which were already recognized 2. To increase the frequency and amount of Buddhist communication 3.To use online media communication that could reach the target group by adopting the results of this research as communication guideline and 4. To study the pattern of Buddhist communication model from Phra Maha Wuttichai Vajiramedhi and Phra Maha Sompong Talaputto.The second phase to create an appropriate pattern of Buddhist communication was long-term which included; 1. To compliment Buddhist personnel and organizations promoting their value and making them widely recognized; 2. To develop the human resources by providing them with technological knowledge; 3. To promote knowledge of integrated communication and increase proactive public relations via integrated online communication; 4. To produce new Buddhist communicators to the society; 5. The online media access gap between urban and rural youth should be reduced; 6. To continually cultivate Buddhist information to Thai youth since they were young; 7. To encourage previous generation to express solid interest in Buddhism in order to create good role modelHypothesis testing showed that the subjects with different ages and education would have different media exposure behavior. Ages, education, and different regions were factors affecting satisfaction toward pattern of Buddhist communication via online social media. Ages, education, and different regions had influence on desire for Buddhist communication styles via online social media.Cost, duration, and frequency of online media communication were key factors relating to satisfaction toward pattern of Buddhist communication styles via online media that currently obtained. Cost, duration, and frequency of media communication were key factors relevant to desire for pattern of Buddhist communication via online social media.

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