The Image of Buddhist Temples in the Digital Media Era : Abbot-Led Crisis Management in Response to Negative Publicity

Abstract

In today’s digital era, where news spreads rapidly through social media platforms, Buddhist temples as religious institutions are increasingly vulnerable to “negative news” that may significantly undermine public faith and trust. This article aims to examine the characteristics of such news affecting the image of temples, analyze the role of abbots in crisis management, and propose communication strategies to restore public confidence. The study is grounded in the Crisis Communication Theory, Image Restoration Theory, and principles of good governance in religious organizations. The analysis reveals that issues related to monks’ misconduct or lack of transparency in temple administration often trigger strong criticism across social networks. As spiritual leaders and organizational heads, abbots must possess ethical leadership, sound decision-making, and digital communication skills to navigate such crises effectively. Successful practices include proactive communication via social media, internal monitoring within temples, transparency-driven image building, and community engagement. This article recommends policy-level support such as handbooks for crisis response, training for monks in ethical communication and governance, and a more active role of the Sangha Supreme Council and relevant government agencies in sustaining the public image of temples in alignment with modern media contexts.