Celebrity Monks: The Reputation of Monks in Thai Buddhist Circles

Abstract

This qualitative research aims to describe and analyze the principles and practices of Buddhist monks in addition to their rise to fame. Data was gathered from the Tripitaka, Buddhist scriptures, academic works, and online media, combined with a pilot survey to select five key informants. Data was analyzed using descriptive analysis.

The research findings indicate that while monks generally adhere to the same monastic practices and principles, becoming famous monks results from a combination of internal factors virtue, conduct, Buddhist knowledge, seniority, and the ability to convey Dharma and external factors support from the temple, community, disciple networks, and social acceptance. The role of digital and social media, in particular, facilitates the widespread and rapid dissemination of Dharma. This study highlights that celebrity monks are not a result of abandoning Buddhist principles, but rather the adaptation of religious capital to the modern communication context, thereby building faith, credibility, and acceptance in contemporary society.