THAI YOUTH’S ATTITUDES TOWARD BUDDHISM IN THE ERA OF SOCIAL MEDIA AND BUDDHIST ADMINISTRATION

Abstract

This academic article explored Thai youth’s attitudes toward Buddhism in the era of social media and Buddhist management. The study was found that social media profoundly influences Thai youth’s attitudes and perceptions of Buddhism, particularly news consumption via digital platforms such as Facebook, TikTok, and YouTube. This information disseminated both positive news, such as images of monks who sacrifice for society, and negative news reflecting the inappropriate behavior of some monks. These news were often presented rapidly and repeatedly, impacting the image and faith of Thai youth at the conscious level. Buddhist management is therefore proposed as a way to restore understanding and create new connections between religion and the new generation. This approach, based on the four Brahmaviharadhamma: loving-kindness; compassion; sympathetic joy; and equanimity are used as a conceptual framework for designing communications, organizing activities, and developing a Sangha management system that is relevant to the modern media context. This approach not only fostered ethics and cognitive immunity in youth, but also promoted Buddhism’s continued, constructive role in contemporary Thai society in a stable and sustainable manner. Furthermore, it emphasized creating a space for rational listening, communicating with understanding, and managing people while preserving the essence of the Dhamma.