21世纪佛教弘传的新指标

New Dharma Propagation Beacon for the 21^st Century

New Dharma Propagation Beacon for the 21^st Century

1. Introduction

20th Century has bought much groundbreaking advancement

in the field of Arts, Music, Medicine, Transportation, and Communication, etc . We have just stepped into the 21st Century, we are living in an era of constant changes with the help of Information Technologies, where our knowledge in all sort of fields are constantly change, markets quickly change with the shift of social trends. Advancements in technologies have forced everyone to constant upgrading in knowledge and skill, in order to compete with others. These changes are deeply affecting our values, quality of living and which direction our world is heading. We are now at the cross road of tradition and modernization.

2. Dharma propagation changes with lifestyle changes

As we moved from an Agricultural Society to an Industrial Society, our relationship and interactions with others also changed. Once we lived in spacious and sparsely populated village, now, living in the city we are cramped into tiny cubits. Social structural changes and technologies advancements have induced diversity in value and thinking into our society, and changes to our way we live as shown below:

2.1. Lifestyle Changes：

2.1.1. Family：Family size has moved from big and extended to

ever smaller size.

2.1.2. Job：Nowadays job requires different type, specific skills

and professionally trained.

2.1.3. Education and Learning：Constant upgrading and learning is required to keep pace with changes of the job market and society.

2.1.4. Economy：People have shifted from working hard and

save the money in the banks to making monies from

investing in Trust Funds in multiple countries.

2.1.5. Interaction with others：Pure and simple Happy

gatherings, celebration parties, marriage dinners and

mourning services have turned into the places and

opportunities for people to establish and expand good

public relationships (PR).

2.1.6. Communication：People have shifted from speaking

face to face into chatting and watching each other

online.

All these amounted to rapid changes and arduous competition in people, events, things, social environment and induce challenges to our humanity. Dharma propagation in this new century must address these issues and point the way to develop our wisdom so that we can fully optimize our limited human lifespan and actualize its highest values.

2.2. Dharma Propagation changes

2.2.1 Establishing and Expanding Good Public Relation (PR)

First of all, we have to develop strategic plan for our Dharma propagation, so as to systematically and effectively in transmitting Dharma to the public. This will ensure Dharma can reach out to more people and different sectors, as well as the quality of understanding and interaction.

2.2.1.1. Community activities: These activities aim to improve learning and living quality of our community as well as build good rapport. With Dharma as the core we need to set up the following courses: Sutra and book club, social activities, all sort of new and latest know-how courses.

2.2.1.2. Enrichment Camps: organize all sort camps such as Winter Camps, Summer Camps, School Teachers Camps, Meditation Camps, Dharma Study Camps.

2.2.1.3. Conferences: to deepen the public understanding of Buddhism we need to organize conferences to touch on the following topics: Buddhism and Music, Buddhism and Modern Medicine, Buddhism and Culture, Buddhism and good Health, Buddhism and concern about life, etc.

2.2.2. Developing Dharma propagation channels

Secondly, from the opening up of once our closed markets, our lifestyle has changed from simple into diverse and complicated. We have to introduce the marketing strategic and know-how into our Dharma propagation because nowadays marketing techniques are employed in almost every aspects of our life. As a result of successful marketing, people have now abandoned their small neighbor stores for convenient stores (such as 7/11) and hypermarket chains ( such as Carrefour, Walmart).

2.2.2.1. Marketing Oriented

2.2.2.1.1. Social Marketing

We need to organize different types of big scale educational and entertaining activities to keep pace with the changing concern and needs of our society. So that Buddha’s Message of loving-kindness, compassion can reach out the mass.

2.2.2.1.2. Media Marketing

Wisely plan our Dharma propagation advertising strategies: By precisely focus on individual target group we plan each activity. To transmit Buddha’s Message to the target group we need to fully utilize the reach and influence of media. Such as placing, and updating our activities on Wikipedia, Facebook, website and blog, we can continuously, timely and effectively market our activities to focus targeted group.

2.2.2.2. Channel Development

2.2.2.2.1. Content: With Dharma as the core design different type of enrichment courses to suit diverse group so that Buddhism reach out to mass and go into schools, hospitals, NGOs (Non-Governmental Organizations) and Corporations to spread Buddha’s wisdom.

2.2.2.2.2. Timing: Organize different types of Dharma propagation activities according to different local seasonal celebration, culture, and international current events.

2.2.2.2.3. Spreading Message: We have to expand our Dharma propagation channels and increase their effectiveness. By employing new media[1], we can directly and indirectly, massively and selectively in our Dharma promotion. Advertise our activities in petrol kiosks, subways, and convenient stores (such as 7/11).

2.2.2.2.4. Value: with clear purpose and diverse contents, we can market Dharma as a the most valuable training that will improve human life, income and quality of living.

Purpose: By developing Dharma propagation channel we can effectively deliver Buddha’s message and linking up with public. To do so we must ensure public can easy access our message, willing to accept our message, and discovery value in our message.

3. Dharma propagation changes with Social Changes

Modern society structures are increasingly complicated as: it moved from an Agricultural Society to an Industrial Society, low GDP [2]to higher GDP, hand craft to full automation, single value to diverse value system. All these show that our society change with the time and pose challenges to everyone. To address the change of society we must revolutionize and update our Dharma propagation. This revolutionized Dharma propagation approach will uplift both the public spiritual development as well as enable the public the Dharma know-how to transform daily challenges into growth opportunities!

3.1. Social Changes

3.1.1. In high economic growth period, many people became

richer and moved up to the Middle Class.

3.1.2. Migration of labor from village and town to city or

move to Megacity[3] or migrate to World City to work

and stay.

3.1.3. The interconnectivity of internet and transportation making our world into a global village, and coming together of different languages, cultures, food, music, art and religions.

3.1.4. Rapid development and application of Information

Technologies have increased competition world wide.

3.2. Dharma propagation changes

3.2.1. Employing Projected Visuals/ Visual Media

Employing different Visual Media to assist in the Dharma propagation such as slide show, powerpoint, animation to improve the content and enrich Dharma propagation as well as making the presentation more interesting, simplify complicate topic, and easier to understand difficult points.

3.2.2. Employing Audio Media

Wisely employing Audio Media to assist in the Dharma

Propagation such as: making cassettes tapes, CDs, and

radio shows to broaden the reach of Dharma.

3.2.3. Motion Media

Wisely employing Motion Media to assist in the Dharma propagation such as movies, video, television programs and computer animation will open up new dimension for Dharma propagation phenomenal development and application.

Purpose: We hope with introduction of Audio and Motion Media, we are able to show to the world Ocean-wide Dharma is how concrete, practical, applicable in our daily life.

4. Changing Global Trends demand Dharma propagation content upgrading

Time is changing everything. Human thoughts change with the tide of the trend. The way we live as an individual, how our family dwell, how our society live and finally how our humankind as a whole dwell, all these change with pasting of time. Therefore we must design Dharma propagation contents for the new era. The updated contents must able to equip individual tools to one’s tame body and mind, live and interact harmonically with others, engage in enriching leisure activities, build a Happy family and have an eco-friendly lifestyle!

4.1. Changing Global Trends

4.1.1. Change of social norm and structure, we have moved

from everything based on relationship to everything

governs by law.

4.1.2. Shifted from transmission of experience to everything

based on scientific theories .

4.1.3. Abandoning traditional moral and ethics for profits and

gains.

4.1.4. Changed from a society that value hardworking,

pragmatic and saving for the future into one that

emphasis having pleasure and enjoyment here and now.

4.1.5. Shifted from consuming only locally produced to chasing

after foreign branded goods.

4.2. Dharma propagation content upgrading

4.2.1. First clearly list out theme, objective, format and focus group in order to design a systematic Dharma propagation content with a consistence message.

4.2.2. When laying out the Dharma propagation content, we should ensure it is reasonable, precise, practical and developmental so as to ensure Dharma’s right message is transmitted.

4.2.3. When drawing up the Dharma propagation content, we should ensure it is logical, sequential, convergent and incremental. Also make sure it has good structural design. design content with a serial program in mind.

4.2.4. Design the Dharma propagation content with three main themes: “concept about Life, topics concern Living, thoughts about Survival” in mind, this will enable Dharma propagation develop diversely.

Purpose: When we have fully grasped the World Trends and have tuned into the Society’s pulse, then can we design our Dharma propagation according to the changing needs and has add multiple dimensions in the content to reach out to different group.

5. Future Prospect of Dharma propagation is to dance in tune with the rhythm of 21^st Century

The creation and expanding reach of the Global village, is increasingly internationalized and connected our national economy with to the global economy. We, as person living in a modern world and shoulder the responsibility to propagate Dharma take up the challenge, that is to learn and understand the latest global development, the shift society’s culture, changes in the education, the appearance of new discoveries and latest technologies as well as what economic issues the world or society is facing!

5.1. Possible achievement in this new century

5.1.1. Natural Science will provide humankind the structural

analysis recognition system behavior application.

5.1.2. In the future may be we will replace fossil-fuel power

plant with Nuclear fusion power.

5.1.3. Substituting all fossil-fuel power cars with electric cars.

5.1.4.Plastic, synthetic fiber, rubber and fertilizer can one day combines with other Carbon material to produce other raw materials.

5.2. Future Prospect of Dharma propagation

5.2.1. Skillfully employing the services and applications

provided by the World Wide Web/ Internet.

5.2.1.1. Sending e-mail

5.2.1.2. Distribute News on Internet

5.2.1.3. BBS: Bulletin Board System

5.2.1.4. Instant Messaging: Yahoo IM, MSN IM

5.2.1.5. Setting up Website

5.2.1.6. podcast[4]

5.2.1.7. Video Sharing : Youtube[5], Youku[6]

5.2.1.8. Social Networking: Facebook[7], Myspace,

51.Com, Friendster.

5.2.1.9. Blog[8]

5.2.1.10. Internet Radio

5.2.1.11. Wikipedia[9]

5.2.1.12. Digital Book/ e-Book, e-Newspaper, digital Magazine

Since the whole world is connected up by the Internet, we rapidly distribute our latest news and content on it and easily reach everyone. This will greatly boost the effectiveness of our Dharma propagation.

5.2.2. Utilizing wireless online apparatus.

5.2.2.1. Wireless laptop computer

5.2.2.2. Wireless mobile phone(3G mobile,4G mobile)

access to theInternetwill add a new dimension

to the way we access information and

communicate.

5.2.3. Applying new Broadcasting Technologies

5.2.3.1. Digitalize Music into MP3 and storing into CD,

DVD.

5.2.3.2. Digitalize Video into MP4 and storing into CD,

DVD.

5.2.3.3. Satellite TV, Taiwan Area：Beautiful Life TV(佛光人間衛視), Buddha Compassion TV (佛衛), Da Ai TV(大愛), Life TV(生命),Universal Culture TV(法界)

5.2.3.4. Cable TV, CNN, Taiwan Area：Beautiful Life

TV(佛光人間衛視), Buddha Compassion TV

(佛衛), Da Ai TV(大愛), Life TV(生命),

Universal Culture TV(法界)

5.2.3.5. Television, Taiwan Area：Taiwan TV(台視),

China Television Company (中視), Chinese

Television System (華視), Taiwan Public

Television Service (公視)

5.2.4. Using the latest technologies to store massive amount of

texts, photos, pictures, audio, and video data:

5.2.4.1. Store and secure data.

5.2.4.2. Facilitate easy remarking, editing and producing

audio and visual media to spread Dharma widely

and to distant part of the world.

5.2.5. Discuss issues that threaten the human civilization

5.2.5.1. Latest Development in Life Sciences

5.2.5.1.1. Application of Biochemistry[10]

5.2.5.1.1.1. Organic Chemistry

5.2.5.1.1.2. Genetic Modification (GM)

5.2.5.1.2. The makeup of Biophysical[11]

5.2.5.1.2.1. Molecular biology[12]

5.2.5.1.2.2. Cell biology[13]

5.2.5.2. New discussion about Ethics

5.2.5.2.1. Ethics and Criteria for Life Sciences

Research

5.2.5.2.2. Impact of Life Sciences on Ethics

5.2.5.3. How new discoveries in Space science[14] will

change the destiny of humankind

Purpose: With optimistic,health mindset we welcome the arrival of Intelligence Technologies. With open mind and assistance of technologies we can now pick up experience from the whole world and learn about the latest trend. We should learn more and from many channels about issues that threaten human survival. As a result of doing all these we can great boost the effectiveness and yield plentiful fruits in our Dharma propagation in this century.

6. Conclusion

Now we are living in Information Age, Television, multi-media, and Information Technologies greatly influence our Dharma propagation. To propagate Buddha Dharma we also have equip ourselves by learning and understanding issues such as the future of environment ( such as global warming), where the world is heading, and the emergence of new technologies in order to plot the path into the unknown future world. By applying modern technologies into our Dharma propagation we hope we can spread Dharma widely and the content present in diverse format. When more people learn and adopt Dharma as their way of living we will able to uplift human living quality and bring about society prosperity, sustainable development to our country!

[1] New mediais a term meant to encompass the emergence ofdigital,computerized, ornetworkedinformationand

communicationtechnologies in the later part of the 20th century.

[2] Thegross domestic product(GDP) orgross domestic income(GDI) is one of the measures of national income and output for a givencountry'seconomy.

[3] Amegacityis usually defined as ametropolitan areawith a totalpopulationin excess of 10 million people.^[1]Some definitions also set a minimum level forpopulation density(at least 2,000 persons/square km). Megacities can be distinguished fromglobal citiesby their rapid growth, new forms of spatial density of population, formal and informal economics, as well as poverty, crime, and high levels of social fragmentation. A megacity can be a singlemetropolitan areaor two or more metropolitan areas that converge upon one another. The termsconurbationandmetroplexare also applied to the latter. The termsmegapolisandmegalopolisare sometimes used synonymously withmegacity.

[4] A podcast is a series of audio or video digital media files which is distributed over the Internet by syndicated download, through Web feeds, to portable media players and personal computers. Though the same content may also be made available by direct download or streaming, a podcast is distinguished from most other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added. Like the term broadcast, podcast can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting. The host or author of a podcast is often called a podcaster.

The term is a portmanteau of the words "iPod" and "broadcast", the Apple iPod being the brand of portable media player for which the first podcasting scripts were developed (see history of podcasting). Such scripts allow podcasts to be automatically transferred from a personal computer to a mobile device after they are downloaded

[5] YouTube is a video sharing website where users can upload, view and share video clips. Three former PayPal employees created YouTube in February 2005.。

[6] 優酷網www.youku.com is China number1 fast growing videos sharing website, like youtube.

[7] FacebookFacebook, formerly The Facebook, is a free-access social networking website that is operated and privately owned by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves.

[8] A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), audio (podcasting), which are part of a wider network of social media. Micro-blogging is another type of blogging, one which consists of blogs with very short posts. As of December 2007, blog search engine Technorati was tracking more than 112 million blogs. With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something.

[9] Wikipedia is a free, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation. Its name is a portmanteau of the words wiki (a technology for creating collaborative websites, from the Hawaiian word wiki, meaning 'fast') and encyclopedia. Wikipedia's 12 million articles (2.7 million in English) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone who can access the Wikipedia website. Launched in January 2001 by Jimmy Wales and Larry Sanger, it is currently the most popular general reference work on the Internet.

[10] Biochemistry is the study of the chemical processes in living organisms. It deals with the structure and function of cellular components, such as proteins, carbohydrates, lipids, nucleic acids, and other biomolecules.

[11] Biophysics (also biological physics) is an interdisciplinary science that employs and develops theories and methods of the physical sciences for the investigation of biological systems. Studies included under the umbrella of biophysics span all levels of biological organization, from the molecular scale to whole organisms and ecosystems. Biophysical research shares significant overlap with biochemistry, nanotechnology, bioengineering and systems biology.

[12] Molecular biology is the study of biology at a molecular level. The field overlaps with other areas of biology and chemistry, particularly genetics and biochemistry. Molecular biology chiefly concerns itself with understanding the interactions between the various systems of a cell, including the interactions between DNA, RNA and protein biosynthesis and learning how these interactions are regulated.

[13] Cell biology (also called cellular biology or formerly cytology, from the Greek kytos, "container") is an academic discipline that studies cells – their physiological properties, their structure, the organelles they contain, interactions with their environment, their life cycle, division and death. This is done both on a microscopic and molecular level. Cell biology research encompasses both the great diversity of single-celled organisms like bacteria and protozoa, as well as the many specialized cells in multi-cellular organisms like humans.

[14] Space science is an all-encompassing term that describes all of the various science fields that are concerned with the study of the Universe, generally also meaning "excluding the Earth" and "outside of the Earth's atmosphere". Originally, all of these fields were considered part of astronomy. However, in recent years the major sub-fields within astronomy, such as astrophysics, have grown so large that they are now considered separate fields on their own. There are eight overall categories that can generally be described on their own; Astrophysics, Galactic Science, Stellar Science, non-Earth Planetary Science, Biology of Other Planets, Astronautics/Space Travel, Space Colonization and Space Defense. The Library of Congress and Dewey Decimal System have a major classification "Descriptive Astronomy" which they use instead of placing descriptive works into their huge "Geography" collections.