An Analysis on Language for Buddhism Propagation: A Case Study of Dhamma Discourse in Facebook Page “Phra Sakda Suntaro”

Abstract

         This research aims to analyze the linguistic strategies used by Phra Sakda Suntaro for the dissemination of Dhamma teachings. This research is a qualitative content analysis based on the concept of Jantima Angkapanichkit. The data was collected from transcribed Dhamma teachings taken from video clips of Phra Sakda Suntaro, published on the Facebook page "Phra Sakda Suntaro" between January 1, 2020, and December 31, 2022, totaling 723 clips.

         The study found that Phra Sakda Suntaro employed five linguistic strategies in disseminating Dhamma teachings: (1) lexical strategies, (2) modification strategies, (3) discourse-pragmatic strategies, (4) rhetorical strategies, and (5) other strategies. Phra Sakda has the distinctive features, such as the use of sound play, repetition, idioms, and rhyming.