DIGITAL RELIGIOUS COMMUNICATION AND SOCIAL WELFARE ENGAGEMENT AMONG BUDDHIST NUNS IN HO CHI MINH CITY: A CASE STUDY OF QUAN AM MONASTERY AND PHUOC VIEN PAGODA

Abstract

The rapid expansion of digital communication technologies has transformed the ways religious organizations engage with communities and mobilize social resources. In Vietnam, Buddhist institutions have increasingly adopted social media platforms to support charitable activities, strengthen community networks, and disseminate religious values. Despite this growing trend, limited scholarly attention has been devoted to examining how Buddhist nuns employ digital communication tools to facilitate social welfare initiatives. Addressing this gap, the present study explores the role of social media in supporting charitable and community-oriented activities conducted by Buddhist nuns in Ho Chi Minh City. Using a qualitative case-study approach, the research focuses on two representative Buddhist institutions: Quan Am Monastery and Phuoc Vien Pagoda. The study analyzes publicly accessible communication materials published between 2023 and 2025 on Facebook fanpages, Zalo communication networks, and YouTube channels associated with these institutions. The findings indicate that social media functions not only as a communication medium but also as a mechanism for building trust, coordinating volunteers, mobilizing donations, and expanding networks of social support. At Phuoc Vien Pagoda, digital platforms facilitate the organization of regular food distribution and gift-giving programs for disadvantaged individuals during fullmoon and new-moon observances. At Quan Am Monastery, online communication supports environmentally conscious charitable initiatives, including the distribution of vegetarian noodle meals without the use of plastic bags, thereby integrating social welfare with ecological responsibility.