有溝也有通----以內容行銷創造佛法與年輕人的連結感

Abstract

佛法，給予年輕人的印象，大多與嚴肅、老派、沉悶有關；參與佛法相關活動的族群，也多半都是中老年人，鮮少看到年輕人。然而，在數位時代成長、人生經歷尚淺的年輕人，不僅十分渴望獲得同儕與社群的認同；面對生活中的種種煩惱、困擾，更希望能夠獲得指引，並且學習如何應對的方法。佛法，正是能夠幫助人們解決生老病死種種煩惱、困擾，進而離苦得樂的方法。 如果佛法（提供協助）與年輕人（需要協助）之間，能夠建立連結；不僅能提供年輕人解決煩惱與困擾的方法，也能衍生「你懂我，我也懂你，我們是一起的」情感認同與歸屬。擁有這種情感認同與歸屬，才是真正幸福的關鍵，年輕人也會因此擁有較為快樂、踏實的人生。 本研究試圖探討行銷4.0時代，最為年輕人青睞的「內容行銷」，是否能夠有效成為佛法與年輕人之間，建立連結感的媒介之一。因此，邀請八位年輕人組成焦點團體；並以三支現成佛法影片，作為研究場域，進行實測。研究結果發現，年輕人對於佛法不感興趣、不想連結的諸多因素，並且從「5A顧客體驗路徑」中，探究這些不連結因素的表現。在交叉比對分析之後，歸納出年輕人願與佛法建立連結意願的七大「年輕元素」。換句話說，只要「內容行銷」涵括這七大「年輕元素」，不僅能夠成功翻轉年輕人對於佛法的刻板印象，還能提高攫年輕人的注意力與好奇心的機率，進而使佛法成功進駐其「心靈占有率」，建立「你懂我，我也懂你，我們是一起的」連結感。

The impression that Buddhism gives to young people is seen as serious, old-schooled, and dull. That is, the participants of Buddhism-related activities are mostly middle-aged and elderly people, while few young generation was involved. Buddhism is a way to help people solve all the troubles and perplexities of birth, old age, sickness and death, and then get away from suffering and enjoy happiness. How to change the image of Buddhism toward to the younger counterparts has been a challenge to the Buddhist society. In order to depict the clearer picture of the youth in modern world and make connect with them, studies argue that the younger generation are not only eager to gain group identity from their peers and communities, but also want to learn from their significant group to deal with daily life. Hence, what the Buddhist society can do is to build a common platform on which both of sides can get a change to communicate. This study mainly argues that if the Dharma (providing assistance) and young people (needing assistance) can establish a connection; not only can it provide young people with solutions to their worries and problems, but also emotional identification and belongingness. More specifically, this research attempts to explore whether through "content marketing" can effectively become one of the mediators for establishing a sense of connection between Buddhism and young people. To examine the effect of content marketing on the association between Buddhism and younger generation, qualitative method was adopted with focus group for data collection. The results found that young generation are not interested in Buddhism with many reasons. Based on the reasons we collected, we provided seven young essentials of communication to flip young people’s stereotypes of Buddhism and increase the chance of attracting young people’s attention, that is, "You know me, I also know you, we are together".