Abstract:Templestay, the cultural experience program accommodating foreign and domestic visitors to Korean Buddhist temples, is one of the most successful and popular heritage tourism products of contemporary South Korea. Noting the interwoven relationship between Korean Buddhism, the state's heritage policies, spiritual tourism, contemporary brand culture, and new digital media, this research explores how the branding practices and narrative of Templestay in digital spaces newly shape the presence of Korean Buddhism in the contemporary social world that is inevitably imagined and constantly (re)mediated. Despite Templestay's efforts to anchor Korean Buddhism in the locations of tradition, spirituality, the sacred, the self, and authenticity in the contexts of late-modernity and globalization, this research finds, the public presence of Korean Buddhism, mediated by digital media and branding practice, constantly oscillates between the secular and the sacred, the global and the local, modernity and tradition, tourism and spirituality, the market and the self, and commodity and authenticity. It is the dilemma of Korean Buddhism that the spontaneous employment of digital media and branding practices for sustaining and fixing its public presence in this highly mediated and networked social world, inevitably generates the ambivalence and in-betweenness of the mediated presence of Korean Buddhism.

中文翻译：

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数字时代的真实性、品牌文化与寺院：韩国佛教的矛盾与中间

摘要：寺庙住宿是韩国佛教寺庙接待国内外游客的文化体验项目，是当代韩国最成功和最受欢迎的遗产旅游产品之一。注意到韩国佛教、国家遗产政策、精神旅游、当代品牌文化和新数字媒体之间的交织关系，本研究探讨了寺庙寄宿在数字空间中的品牌实践和叙事如何重新塑造韩国佛教在当代社会中的存在。不可避免地被想象并不断（重新）调解的世界。尽管 Templestay 努力将韩国佛教锚定在后现代和全球化背景下的传统、灵性、神圣、自我和真实性的位置，但这项研究发现，韩国佛教的公众存在，以数字媒体和品牌实践为媒介，不断在世俗与神圣、全球与地方、现代与传统、旅游与灵性、市场与自我、商品与真实性之间摇摆不定。韩国佛教的困境在于，在这个高度中介化和网络化的社会世界中，自发地使用数字媒体和品牌实践来维持和固定其公共存在，不可避免地产生了韩国佛教中介化存在的矛盾性和中间性。