SAGE's Cookie Policy
Close 

To enhance your experience on our site, SAGE stores cookies on your computer. By continuing you consent to receive cookies.

Learn More

McDonaldisation, Masala McGospel and Om Economics

Televangelism in Contemporary India

Jonathan D James
© 2010   268 pages   SAGE Publications Pvt. Ltd   
Instructors
For more information, please contact Customer Service at 1-800-818-7243
Individual Purchasers
Hardcover ISBN: 9788132104735 $48.00
Ebook ISBN: 9788132106135

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 ‘McDonaldization’, because of its standardized, ‘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 programs 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 globalization and consumerism.

Product Type

All

Available as

All

Status

All

Published by

All