McDonaldisation, Masala McGospel and Om Economics

McDonaldisation, Masala McGospel and Om Economics Televangelism in Contemporary India

© 2010 | 268 pages | SAGE Publications Pvt. Ltd
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.

Foreword Prof Stewart M Hoover
McDonaldisation, Masala McGospel and Om Economics  
Charismatic Televangelism: The Global, Evolving Spirit  
Televangelism in India's Context: Historical and Cultural Issues  
The Construction of Charismatic Televangelism in India  
Hindu Televangelism: The Economics of Orthopraxy  
Interpreting Charismatic Televangelism: Pastors and the Divided Church  
Interpreting Charismatic Televangelism: Hindu Leaders and the Contested Nation  
The Mediation of Charismatic Televangelism  
Faith's Flows, Fragments and Futures  

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.

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

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ISBN: 9788132104735

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