Abstract

       This research is of 3 objectives, namely :- 1) to study the states of the forms of the relationship between the mass media and Buddhism. 2) to study the development and the trend of forms of the relationship between the mass media and Buddhism in the globalizational age. 3) to propose a model of the desirable relationship between the mass media and Buddhism.  This study is a qualitative research –using  data collection from the Buddhist scriptures, secondary documents, technical documents and in-depth interviews of qualified academics in the media, professional media, media in Buddhism and those involved –all are  26 persons including the focus group with 5 experts. The study  is confined to four medias, i.e.   newspapers, radio , television and the internet and after that  data will be analyzed and synthesized to a model  of relationship between the professional media and the Buddhist media, throughout the development and trend  of the relationship between the professional media and Buddhist media.
         From the research, it is found that  the state of the relationship between the mass media and Buddhism are of two types. Firstly, it is the type of supporting each other, i.e.  the Buddhist media receiving the service from the professional media through the different ways such as the newspaper, the radio, the television and the internet. This point is the same as the professional media which receive the news and information from the Buddhist media as well. Secondly, it is the conflicted types, i.e. the different ideals in working,  the different targets in working and the different cultures in working.
              As for the development  of the relationship between the mass media and Buddhism at the globalizational  age, it is found that  the development of their relationship   began from the fact that the media in Buddhism received the services from professional media for spreading Buddhism, for example,  the Dharma program in the radio and the television. At later time, the Buddhists became  the owners of newspaper, radio station, television station and internet. The four types of the media- the newspapers, the radios, the televisions and the internets  at the globalizational age are produced  the contents  by the Buddhists. At the same time, the Buddhists also are the owners of the four media.  As to the trend of relationship between the Buddhist media and the professional media,  two sides will be in terms of reducing the relationship down, maintaining the relationship and increasing the relationship. Buddhist media  tend to use less of the newspapers and radio but also to maintain a relationship with these two media that still have enough influence in society while the trend of increasing to use the media will be the television and internet. The professional media and Buddhist media  will have to adapt to globalization for surviving. The Buddhist media will have to adapt themselves more than the professional media such as the acceptance of criticism culture or the comment on a wide range or the management of media as the business  organizations.
    As a result, a model of desirable relationship between mass media and Buddhism in the globalizational age depends on the adjustment of the individuals and organizations in the Buddhist media and professional media to be in compliance with the IT age; two sides should rely  on each other. Moreover, the two  sides   should have a vision that is open to innovations and changes that can  happen  all the time and two sides  should adapt well to work together in a systematic and creative way. Both have to perceptively study  Buddhism and should be open to different hearing and diverse  opinions  including that the two sides should  create  the networks of  media for Buddhism to work effectively. Buddhist media should practice  themselves strictly in Dharmas and Vinayas for maintaining and increasing the people’s faiths, as well as the professional media should take into account the effect of presenting information on Buddhism and behave in the strict ethics of the media.

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