การหลอมรวมสื่อขององค์กรทางพระพุทธศาสนาในประเทศไทย

Abstract

This research aims at analyzing and comparing production, factors and effects of media convergence on Buddhist organizations and users of Buddhist media in Thailand. Using field observation and in-depth interview, the researchers collected data from 5 selected temples; Wat Tha Sung, Wat Suan Mokkh, Wat Paa Ban Taad, Wat Pra Dhammakaya and Wat Amphawam. Moreover, the researcher also collected data from 38 audience members. The results of the study are as follows: all temples used Media convergence concept in the media production but at different level of corporation among the production team members. Wat Pra Dhammakaya is the most outstanding Buddhist organization using media convergence in the entire production as seen in various types of media used in the proactive propagation policy, media staff with high skills and faith in the temple and in Buddhism, and strong organization culture with only one media operating center, As the main factors determining media convergence in organization consist of organization policies, Buddhist preaching style, media staff audience, budgets and the use of technology.