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Buddhist Public Relations Model for Thai Community Development: Theoretical and Practical Implications
Unformatted Document Text:  Buddhist Public Relations - ICA-15-11634 28 community involvement, social interaction, mutual learning, and communicative innovation. POTENTIAL CONTRIBUTIONS TO CULTURAL-BASED PUBLIC RELATIONS The major challenge of this research is the reconstruction of the public relations approach that is well-adjusted to the Thai context and the articulation of how the new context of public relations can be brought forward to the Thai community- based organizations and the society as a whole. The review of Buddhist values, community culture and social relationships, and communicative interaction through the communities under study raise interesting heuristic issues for Thai public relations and suggests important areas of future research for scholars and professionals in the filed. The Buddhism-based soft approach for community development, the so-called Buddhist public relations, emphasizes the importance of a multidisciplinary approach to public relations, and draws the attention to the importance of understanding the impact of broader social, political, and cultural contexts on public relations practice and research. This perspective takes the hermeneutic journey back to the reality of cultural-based context, which involves daily struggles, conflict, difficulty, political motives, power relations, resistance, and the negotiation of meanings. Opposed to the mainstream public relations practice that gives privileges to the quantitative and more tangible or physical outcomes, Buddhist public relations is associated with a critical qualitative perspective and sociocultural issues, such as quality of life, healthy environments, family togetherness, mutual caring and generosity, civic culture, strong communities, indigenous knowledge, and self- sufficient economies. According to Oakley et al. (1991), the qualitative perspective

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
28
community involvement, social interaction, mutual learning, and communicative
innovation.
POTENTIAL CONTRIBUTIONS TO
CULTURAL-BASED PUBLIC RELATIONS
The major challenge of this research is the reconstruction of the public
relations approach that is well-adjusted to the Thai context and the articulation of how
the new context of public relations can be brought forward to the Thai community-
based organizations and the society as a whole. The review of Buddhist values,
community culture and social relationships, and communicative interaction through
the communities under study raise interesting heuristic issues for Thai public relations
and suggests important areas of future research for scholars and professionals in the
filed.
The Buddhism-based soft approach for community development, the so-called
Buddhist public relations, emphasizes the importance of a multidisciplinary approach
to public relations, and draws the attention to the importance of understanding the
impact of broader social, political, and cultural contexts on public relations practice
and research. This perspective takes the hermeneutic journey back to the reality of
cultural-based context, which involves daily struggles, conflict, difficulty, political
motives, power relations, resistance, and the negotiation of meanings.
Opposed to the mainstream public relations practice that gives privileges to
the quantitative and more tangible or physical outcomes, Buddhist public relations is
associated with a critical qualitative perspective and sociocultural issues, such as
quality of life, healthy environments, family togetherness, mutual caring and
generosity, civic culture, strong communities, indigenous knowledge, and self-
sufficient economies. According to Oakley et al. (1991), the qualitative perspective


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