Buddhist Communication and Digital Media: An Analytical Study on the Development of Social Media Use in Thai Society Based on the Buddhist Principle of Brahmavihara IV

Abstract

This article aims to examine approaches for developing a constructive communication culture on social media by applying the Buddhist principle of Brahmavihara IV, Metta (lovingkindness), Karuna (compassion), Mudita (sympathetic joy), and Upekkha (equanimity) as a Buddhist conceptual framework. The study synthesizes knowledge from Buddhist literature and academic works on communication, media ethics, and digital media to explore how Buddhist principles can be applied to develop an appropriate communication culture within the context of contemporary society.
The findings indicate that Brahmaviharas IV can provide practical guidelines for Buddhist communication. Metta encourages respectful language and communication that recognizes human dignity while reducing hate speech. Karuna promotes the use of social media to provide support and assistance to those experiencing suffering. Mudita encourages a culture of appreciation and shared joy in the achievements of others, thereby reducing unhealthy competition and jealousy. Upekkha helps social media users cultivate mindfulness, emotional awareness, and critical judgment when receiving and sharing information, preventing them from being driven by conflicts or unverified content.