An Analysis of the Communication Principles According to the Four Buddhist Modes of Expression of Mahachulalongkornrajavidyalaya University’s Educational and Dhamma Television Station in the Digital Era

Abstract

This academic article aims to analyze the communication principles of the
Educational and Dhamma Dissemination Television Station of Mahachulalongkorn-
rajavidyalaya University (MCU TV) in the digital era according to the Four Buddhist
Modes of Expression (Buddha-līlā). The objectives of this study were: 1) to study
the communication principles of MCU TV in the digital era; 2) to study the Buddhist
principles related to the communication of MCU TV in the digital era; and 3) to analyze
the communication of MCU TV in the digital era according to the Four Buddhist Modes
of Expression. This study employed documentary research and a review of relevant
research, together with in-depth interviews with key informants comprising administrators,
practitioners, service users, and Buddhist experts. The data collected were analyzed using
descriptive analysis.

The findings revealed that the station applied an integrated communication
approach by combining modern communication principles with Buddhist teachings
through various digital platforms and accessible content suited to contemporary media
consumption. The communication process was guided by the Four Buddhist Modes of
Expression explanation for clarity, persuasion for appreciation, encouragement for
inspiration, and joyful presentation for delight, which enhanced understanding and
motivation among audiences. However, limitations were found in audience participation,
as communication remained largely one-way. Therefore, developing more participatory
communication strategies and adapting content to digital consumer behavior would
enhance the effectiveness of Dhamma dissemination in contemporary society.