A Comparative Study of Social Media Monastic Influencers in China and Thailand

Abstract

Rapid advancements in media technology have reshaped how religious teachings are shared and consumed. Following modern trends, Buddhist monks increasingly turn to social media platforms like Weibo in China and Facebook in Thailand to preach and connect. Some have even amassed millions of followers, becoming notable influencers. While past studies have touched upon monks' growing presence on social media, their specific behaviors on these platforms remain underexplored. This study delves into the social media practices of Buddhist monks in China, which houses 80% of the global Buddhist population, and Thailand, where 93% 94% of its citizens follow Theravada Buddhism. Using mixed methods of both quantitative and qualitative, like participant observation and content analysis, the researcher analyzed and compared the content and strategies employed by prominent monk influencers on these platforms. Our findings suggest that while monks from both countries effectively use social media to spread Buddhist teachings, their methods differ based on cultural, political, and societal contexts. Common themes emerged, such as the interpretation of Buddhist principles and day-to-day life guidance. Social media has broadened the reach of Buddhist teachings, breaking geographical barriers and challenging traditional religious hierarchies. This study illuminates the shifting landscape of religious communication in today's digital age, offering insights into how Buddhism adapts to and leverages new media for outreach.