Sharing, Not Saving: Buddhist Values and Digital Philanthropy in the Science for Tibet Campaign

Abstract

This study analyzes how Buddhist values, digital communication strategies, and reciprocity-based philanthropy (sharing, not saving) are articulated in the Science for Tibet campaign initiated by Brontosauři v Himalájích (BvH). The research focuses on three aspects: how Buddhist values such as inclusivity, interdependence, and harmony with nature shape the organization’s identity; how digital communication strategies are employed within the campaign; and how volunteers and donors interpret sharing as a process of cross-cultural value exchange. Using a qualitative approach through in-depth interviews, participant observation, and digital media analysis, the study finds that Buddhist values are not expressed doctrinally but through everyday practices such as ecological work, cultural preservation, collective learning, and knowledge exchange between Czech volunteers and the community of Mulbekh. The campaign’s communication strategy—which combines humor, everyday narratives, and non-paternalistic representation—proved highly effective in generating public engagement. Volunteers and donors interpret sharing as an equal exchange of knowledge, emotion, and cultural values rather than as a hierarchical act of saving. This study contributes to the development of more ethical, anti-paternalistic, and culturally sensitive models of digital philanthropy and offers novelty through a new analytical framework for value-based philanthropy in transnational contexts.