| Summary: | 碩士 === 東海大學 === 宗教研究所 === 96 === Abstract
This study investigates the individualization of contemporary religions. It is observed that many emerging religious groups start to provide various services to gain people’s identification. In the present thesis, our case study on Forshang Buddhism shows that they also respond to this trend of individualization by providing paid courses and energy products. Such product not only combines the notion of science and religious faith, but also emphasizes empirical and immediate physical feedback, which could successfully meet the religious anticipation of modern consumers. Prosperously as the organization grows, it encounters the public suspicion and strong external stress. Nevertheless, its followers still stay in this group without being questioning. To understand such phenomenon and behaviors, this study tries to make discussion on religion commodification according to a set of related theories and raises the following points: (1) the response to the trend of individualization on religion; (2) the influence from the Doctrine interpretation on the commodification operation; (3) the influence from the leaders’ character of the group and from the tradition of the organization; (4) the operational model which combines religion practice and organization development. The results of the present study indicate that Forshang Buddhism World Center, under the influence of their leader and organization tradition, emphasizes follower-oriented, and provides various kinds of religious products. Such commodification aims to respond the modern trend of religion privatization. In addition, by reinterpreting the contents of Ten Great Characters and Eight Samsara in the Doctrine, Forshang Buddhism World Center changes the deepness and difficulty of these doctrines into immediately practicable approaches. Basing on this concept, it develops the model of “meditation-practice”, which combines commodity and religion doctrine intricately, forming the base for its followers to participate secular commodification and activities. By promoting the thoughts that secular places are extension of temple, they persuade the members that these acts are still within the scope of meditation. As a result, gaining the belief that these organization acts are hand in hand with religious meditation, the temple receives identification on their deeds from the followers with greater passion and positivity.
Key Words: new religion, secularization, the privatization of religion, the promotion of religious products, Forshang Buddhism World Center
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