McDonaldisation, Masala McGospel and Om Economics
Televangelism in Contemporary India
- Jonathan D James - Adjunct Lecturer, School of Communication and Arts, Edith Cowan University, Australia
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.
A well researched book, that looks at televangelism critically and its influences both positive and negative on the churches in India.
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.
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.
