템플스테이 홍보 콘텐츠의 담론 구성과 전법 전략 ― 웹사이트 및 영상 콘텐츠를 중심으로

초록

This study examines how modern Buddhist propagation strategies are being reconstructed at the intersection of practice and consumption by analyzing the linguistic and visual discourses presented on the official Temple Stay website and its promotional video content. The analysis focuses on introductory phrases, program descriptions, reviews, poster images from the Temple Stay website, and video materials from its official YouTube channel. The linguistic discourse reveals that lyrical expressions such as ‘rest,’ ‘healing,’ and ‘emptiness’ transform Buddhist practice into a discourse of psychological healing, while the visual discourse highlights how images of nature, temples, and individuals sensibly convey the temporality and emotional atmosphere of practice. These linguistic and visual strategies contribute to the popularization of traditional Buddhist practice but also reflect its limitation in converging into emotional consumption rather than preserving the depth of practice. This paper analyzes Temple Stay content as a modern discourse of propagation situated at the intersection of spiritual experience and marketing strategies, emphasizing the need to explore new modes of communication while maintaining the essence of Buddhist practice and the original intent of propagation.

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