Malaysian Chinese folk beliefs on Facebook based on LDA topic modelling

In the digital age, as social media evolves into a new and significant centre for the dissemination of Chinese folk beliefs, the Malaysian Chinese have actively shared information about these folk beliefs on their social media platforms. The dissemination has transcended regional barriers, encouraging more Malaysian Chinese across various states to actively participate in public discussions on this topic. This study delves into Malaysian Chinese folk beliefs by analysing data from Facebook. A comprehensive examination of 4012 text posts was conducted using the latent Dirichlet allocation (LDA) model for topic modelling. The analysis identified four main themes on social media: ‘Practitioners Worship’, ‘Temple Activities’, ‘Deity Legends’, and ‘Merchandise about Deity Statues’. Based on integrating social construction theory and media ecology theory, the study first explores the varied constructors, including practitioners, temple organisations, media organisations, and merchants. Secondly, Malaysian Chinese folk beliefs on social media present characteristics of utilitarianism, regional diversity, multiple social functions, flowing realms, strong Taoist elements, commercialisation, and a close relationship with the Spring Festival. Furthermore, ‘Safety and Peace’, ‘Pray for Demands’, and ‘Merits and Virtues’ form an interconnected semantic nexus. Hence, the findings theoretically highlight the interaction and significance of social media in the construction and practice of folk beliefs within the Malaysian Chinese community. Practically, this research provides valuable insights into the understanding and dissemination of Malaysian Chinese religious culture in the digital era.