| Abstract: | 摘要本研究討論當代宗教受世俗化影響，出現一種私人化的發展趨勢，宗教成為可以供個人選擇的消費性商品。許多新興宗教團體為了有效地爭取信眾之認同，提供各種宗教服務，以達到快速發展的目標。本研究的個案大緣精舍在此宗教發展趨勢下，以商品行銷的方式提供有償代價的禪修課程與能量商品，對當代社會中私人化的宗教趨勢做出回應。由於其產品內容將信仰與科學結合，又強調實證等立即性的感受，所以能滿足當代消費者對於宗教的期待，而能讓組織成功地經營發展。研究發現佛乘宗大緣精舍宗教商品化的推廣，存在有利於該組織進行商品化行為的論述，本研究透過四個面向對其行為討論，分述如下：（一）對於宗教私人化發展之回應（二）教義詮釋對宗教商品化運作之影響（三）領導人特質與組織傳統對商品化之影響（四）修行與組織發展合一之運作模式。研究發現大緣精舍因為受領導人特質與組織傳統的影響，強調信徒取向，提供各式宗教商品，以商品化的行銷方式回應宗教私人化的發展趨勢。除此外透過對傳統教義中十大一如與八道輪迴等內容的重新詮釋，讓原本教義的艱澀難懂，轉變為信徒有可以立即運用的方法論述，並以此發展一套「修行-實踐」的模式，將商品化的行為與教義相互密切結合，建構出信徒參與世俗活動商品化行為的基礎，說服成員了解組織行為的本身並未跳脫修行的範疇，世俗的場域等同是道場的延伸，將修行與組織行為合而為一，所以造成信徒能以更積極熱情的態度來支持道場的作為。
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 |
