Religion in the Media Age: A Case Study of Da Ai Dramas from the Tzu Chi Organization

Abstract

Introduction Tzu Chi (Fojiao Ciji Gongdehui, the Buddhist Compassion Relief Foundation) was founded in 1966 by Master Cheng Yen (Zhengyan), originally as a group of 30 laywomen and several nuns in Hualian, a town on Taiwan's eastern coast. Today Tzu Chi is one of the largest civic organizations in Taiwan, with a membership in the millions, and operates state-of-the-art hospitals, schools and mass media facilities. One of these, the Da Ai (Great Love) TV channel, stands out among public broadcasters not only for its religious focus but also for the depth and variety of its programs. These include Da Ai dramas, Buddhist teachings by Master Cheng Yen, information and educational programs, children's programs, cultural programs, medical information and news shows (in Mandarin Chinese and English). Da Ai dramas, adapted from the real-life stories of senior Tzu Chi members, are broadcast during prime time (8:00 to 9:00 PM). Despite a competitive market, they have managed to climb to a leading position, according to ACG Nielsen ratings. With their religious themes and intricate storylines, the dramas provide a rich source for examining media representations of religion and gender in a contemporary Confucian society. This chapter examines the religious themes implicit in Da Ai dramas, and how gender roles are constructed in this specific religious medium. Through an interdisciplinary analysis based on insights from gender theory, media studies and religious studies, I explore gender and religious issues from the perspective of the audience. intertextuality between the media and everyday life is also an important concern.