A COMPARATIVE LINGUISTIC STUDY OF MONASTIC SOCIAL MEDIA INFLUENCERS IN CHINA AND THAILAND

Abstract

Advancements in media technology have significantly reshaped the sharing and consumption of religious teachings, especially as Buddhist monks increasingly use social media platforms like Weibo in China and Facebook in Thailand to preach and engage with their followers. Some monks have gained considerable influence on these platforms, attracting large followings. While previous studies have noted the growing presence of monks on social media, their specific behaviors and strategies have not been extensively explored. This study addresses this gap by examining the practices of Buddhist monks in China, which is home to around 80% of the global Buddhist population, and Thailand, where approximately 93-94% of the population practices Theravada Buddhism. Using a qualitative content analysis approach, the study analyzes the posts of eight prominent monk influencers—four from each country—between January 2017 and December 2019. The research findings reveal key differences in the content and strategies employed by Chinese and Thai monks. Chinese monks, such as Ven. Yancan, tend to share content related to their daily lives, social interactions, and public service activities, positioning themselves as social activists. In contrast, Thai monks primarily focus on Buddhist teachings, practices, and rituals, with less emphasis on secular topics. Additionally, Chinese monks are more likely to use multimedia formats, such as videos and live streaming, for real-time engagement, while Thai monks prefer textual content and speeches, focusing on delivering sermons and reflections. Public service activities also vary, with Chinese monks organizing large-scale charity events, such as donations and educational initiatives, while Thai monks engage in smaller, more localized acts of service, like offering food and aid to the community. These differences highlight the influence of cultural and political contexts, such as China's strict policy regulations and Thailand's structured monastic oversight. The study underscores how social media has expanded the reach of Buddhist teachings, allowing monks to transcend geographical boundaries and challenge traditional religious hierarchies. By adapting to new media, Buddhist monks are able to connect with younger, digitally engaged audiences and remain relevant in an increasingly digital world, offering valuable insights into the evolving landscape of religious communication in the digital age.