Creating the Connection between Dharma and the Youth through Content Marketing
|Authors:||王琇玲||Keywords:||佛法;年輕人;廣告;內容;內容行銷;歸屬;連結感;心靈占有率;young generation;advertising;content marketing;sense of connection;mind share||Issue Date:||Jul-2020||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。
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".
|Appears in Collections:||社區再造碩士學位學程|
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