Język Polski
English
Communication Strategies of Buddhist Religious Associations in Poland
Abstract
This article presents the findings of a study investigating the communication strategies employed by Buddhist religious associations registered in Poland. The research was conducted using content analysis and the analysis of extant data. The principles of virtual ethnography, which seeks to understand and describe the behaviour of individuals and phenomena observable online and their impact, informed the methodology. The study revealed, inter alia, that Buddhist religious associations utilise new media to implement their communication strategies. These strategies are directed towards: self-presentation, fostering relationships among community members, promoting Buddhism, and axiologisation. Websites primarily serve to enact the aforementioned strategies, particularly in relation to self-presentation. Social media profiles are predominantly used for relationship building and axiologisation. While Buddhism in Poland is not a mass phenomenon, it holds significance for Polish culture. Consequently, research in this area contributes to fostering mutual respect within multicultural societies.
Keywords:
religious communication, communication strategies, Buddhist associationDetails
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.