INNOVATIONS IN COMMUNICATING DHAMMA TO THE NEW GENERATION THROUGH SOCIAL MEDIA

Abstract

This academic article presented Dhamma communication on social media in the context of Thai society, focusing on the media consumption behavior of the new generation (Gen Z and Gen Alpha). The behavior of these new generations of digital natives was characterized by three main traits: a preference for short and concise content to cope with information overload; a high value placed on the credibility of the messenger; and a demand for two-way interaction. These behaviors have driven three dimensions of innovation in Dhamma communication: 1. Content Innovation, which focuses on applying Dhamma to solve life’s problems; 2. Format Innovation, creating virtual Buddhist communities and online merit-making; and 3. Messenger Innovation, where monks adapted their roles to become accessible life coaches. The strategic use of platforms such as TikTok, Podcast, YouTube, and Facebook is therefore crucial for success. Precautions for communicating Dhamma via social media included: 1. the risk of content being trivialized to the point of inaccuracy; 2. Managing negative interactions within online communities; and 3. the necessity for monks to strictly adhere to the monastic discipline, Vinaya. Effectively spread the Dhamma to the new generation, is essential to focus on the audience and to apply innovation correctly and appropriately. This will aid in the efficient dissemination of Buddhism to these younger groups.