Network technologies as a tool for self-presentation of small religious groups (the case of Buddhism new for Russia)

This article analyses the results of a long-term study of the strategies of the Russian-speaking Buddhist community in relation to the Internet and new media. The authors present the results of a study of two cases of Buddhist digital innovators - communities of the Russian-speaking branch of the International Dzogchen Community and Russian Theravada. The authors chose these two cases for analysis, since they are representative for the sociological consideration of the multidimensional connections between online and offline communications of Russian digital Buddhism. The subject of the study seems to be especially relevant, since in modern sociology more and more attention is paid to the study of the influence of media technologies, the Internet and social media on religious traditions, practices and forms of social organisation of religion. The reason for this is the deepening process of mediatisation of modern societies. It has brought with it fundamental transformations of various spheres of social activity. Religions are involved in the process of mediatisation, that poses a number of serious questions that require new answers unknown to their traditions. Thus, the digitalisation of sacred texts brings with it the devaluation of the tradition of canonical knowledge and interpretation of sacred texts. In this complex context of reformatting social reality, Russian traditional religions are developing their own reflections and responses to the risks of mediatisation. On the Russian-language Internet, Orthodoxy, Islam, Judaism and Buddhism are represented by a rich variety of websites of the corresponding religious communities and centres of various trends, podcasts, channels, publics, groups and blogs on social networks. And, as the results of sociological research demonstrate, the discussion of the correlation of the value-normative coordinates of everyday life with religious-doctrinal regulation serves as the semantic core of trans-local religious communications mediated by media. New digital media challenge religious traditional values, since they provide space and ways of forming new religious authorities, new ways of influencing a certain religious group. The study was conducted using a methodology developed by the authors, combining methods of mathematical modelling and qualitative sociology. The authors conclude that, paradoxically, non-traditional Buddhist organisations in Russia have adopted an innovative strategy and have proven to be very creative in attracting new media and promoting their own presentations in the public space. And the directions of Buddhism that have been institutionalised in the past 30 years, on the contrary, are conservative.