กลยุทธ์การสื่อสารเพื่อเผยแผ่ศาสนาพุทธนิกายเซ็นของพระติช นัท ฮันห์

Authors

รศ.ดร.ประทุม ฤกษ์กลาง, นายณัฐภัทร์ พงษ์เสาร์

Published

ประชุมสัมมนาวิชาการระดับชาติ ประจำปี 2559

Abstract

This qualitative research aimed to study the communication strategy of Thich Nhat Hanh to propagate Zen. The research consisted of three parts: the study on communication strategy of Thich Nhat Hanh, the study on creating message strategy of Thich Nhat Hanh and the study on Thich Nhat Hanh qualification as a sender. This explanatory research based on 15 text books composed by Thich Nhat Hanh to propagate religion, which were translated into Thai version and were found to be distributed in the bookstores as well as the four television program clips on youtube that presenting the story of Thich Nhat Hanh during 2008-2014. Findings indicated that: Propaganda was the main communication strategy Thich Nhat Hanh used for propagating religion. Thich Nhat Hanh referred to important persons to create creditability that mostly were the Buddha’ speech and doctrines, notions of scientists and philosophers as well as persuaded people by pointing out the benefits and advantages of the practice and the outcome of ignorance about practice. He also convinced people by introducing the simple moral principle and practice, prevailed people to practice the dharma for a better life. Moreover, the stories of disciples and people who had practiced dharma were mentioned to the target group. Thich Nhat Hanh also made the difference by trying to create new teachings and practices that were in line with circumstances to interest people. The creating message strategy that Thich Nhat Hanh used for propagating Zen the most was using simple language and avoiding Pali language, creating message with delicate and statement or verse, writing the poems with clear and beautiful language. Furthermore, Thich Nhat Hanh referred to love, patriotism and nature in the message to create empathy among target group so they recalled the people with gratitude in the past. The message that created the fear among the target group was one of the strategies that Thich Nhat Hanh applied. Regarding the qualification of Thich Nhat Hanh as the sender who propagated Zen, he conducted himself following the teachings and practices that he taught people in order to become more reliable. To propagate religion, the leader’s perspectives or social norms should not be overlooked. The doctrines could be adjusted to suit people and the former doctrines. Thich Nhat Hanh was the reasonable person so his philosophy based on references or had been testified. Furthermore, he was the priest who observed the precepts, as a result, he was reliable, friendly, generous and got along well with people. Importantly, Thich Nhat Hanh had been practiced about religion so he had knowledge, ability and experience in Zen.

กลยุทธ์การสื่อสารเพื่อเผยแผ่ศาสนาพุทธนิกายเซ็นของพระติช นัท ฮันห์. สถาบันบัณฑิตพัฒนบริหารศาสตร์, ประชุมสัมมนาวิชาการระดับชาติ ประจำปี 2559 (211-229).