Previous Chapter Chapter 9: Faith's Flows, Fragments and Futures
Chapter 9: Faith's Flows, Fragments and Futures
McDonaldisation, Masala McGospel and Om Economics are three metaphors I have used throughout this book to describe the status of televisual faith in contemporary India. The first word picture, ‘McDonaldisation’, comes from America, with its origins traced to the global consumerist world of franchised food restaurants made famous by the fast-food chain, McDonalds.
The second, ‘Masala McGospel’, is a fusion of McDonalds and the traditional culture of India drawn from the formulaic ‘masala mix’ of the Bollywood film industry. The third, ‘Om Economics’, refers to the merging of Hinduism's sacred sound and syllable ‘Om’ with contemporary commerce and the capitalism of the West.
Although these metaphors refer to three different types of televised faith—global Charismatic, glocal Charismatic and ...