ISBN 9788132104735,McDonaldisation, Masala McGospel and Om Economics : Televangelism in Contemporary India

McDonaldisation, Masala McGospel and Om Economics : Televangelism in Contemporary India



SAGE Publications Ltd

Publication Year 2010

ISBN 9788132104735

ISBN-10 8132104730

Hard Back

Number of Pages 268 Pages
Language (English)


This book looks at religion in a transnational and global context and presents a systematic account of the methods undertaken by modern day missionaries to convert people. The author seeks to understand the outworking of the American phenomenon of televangelism in India, in a new historical, cultural, religious, political and economic setting. He likens global televangelism to 'McDonaldisation', because of its standardised, 'one size fits all' approach. 'Glocal' televangelism-the fusion of the American and Indian evangelism-is referred to as 'Masala McGospel' because of the overwhelming presence of the global, American grammar and logic in the presentation and style of these programmes in India. The author then goes on to show how a disjunction is being created in Hindu televangelism because of such blending of American techniques with the holiness of ancient scriptures, making them subservient to the modern day aspirations of globalisation and consumerism. Product Description Review A well researched book, that looks at televangelism critically and its influences both positive and negative on the churches in India. (Organiser) The book provides clear illustrations of general stereotypes associated with Christianity as a Western religion and a tool for cultural imperialism in India, and makes it clear that televangelists and their Charismatic preaching on television fuel such ideas. The book also gives numerous directions in relation to further research on a topic to which little attention has generally been paid in the past... this is a well-organised book that has something interesting to say at the threshold of religious hybridity in India. (Literature & Theology) An important contribution in the study of the urban televangelical phenomena in India and a useful aid for media personnel and academicians involved in religious media studies, sociology of media and sociology of religion... makes suggestive insights and fills a lacuna in the field of religious media studies. (Contributions to Indian Sociology, Vol 48, Issue 1, February 2014) About the Author Jonathan D James is a researcher and writer on Media, Religion and Culture. His research interests include: cultural globalisation, the social effects of new media, new religious movements, indigenisation, diaspora Asians in the West and the image industry in Asia. With an early education in Singapore and later training in professional television production and media in the USA, he is currently an adjunct Lecturer at Edith Cowan University, Perth and well-known in the Asia-Pacific region as a consultant, lecturer and guest speaker. His articles have appeared in refereed journals in Australia, UK and North America including The Journal of Religion and Popular Culture; Studies in World Christianity and Continuum: Journal of Media and Culture. He is widely-travelled in Asia, North America and the Pacific in his role as director of a church-based international development and educational agency. He is a research member of the culture and media group of CREATEC, the Centre for Research in Entertainment, Art, Technology, Education and Communications, at Edith Cowan University, and a member of the Cultural Studies Association of Australasia (CSAA). He is also President of Destiny Communications, an entity that provides newspaper and radio for community and educational purposes.