• Summary
  • Contents
  • Subject index

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.

McDonaldisation, Masala McGospel and Om Economics
McDonaldisation, masala McGospel and Om economics

When advocating an ‘Indianised’ church in India, veteran American missionary E. Stanley Jones drew a poignant analogy based on a north Indian marriage custom. The story goes like this: after the wedding ceremony, the women friends of the bride, surrounded by musicians, accompany the bride to the home of the bridegroom. Then after ushering her into the presence of the bridegroom, they quietly take their leave. That is as far as they are allowed to go. ‘That’, says Jones, ‘is our joyous task in India—to know Jesus, to introduce him to India and then to retire,…to trust India with Christ and trust Christ with India. We can go so far. He and India must ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles