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.
Chapter 3: Televangelism in India's Context: Historical and Cultural Issues
Televangelism in India's Context: Historical and Cultural Issues
Christianity has a long history in India; in fact, it has a longer history than most nations of the world as Christianity came to India before the first Western missionaries arrived. One of India's early Presidents, Dr Rajendra Prasad observed:
Remember St Thomas came to India when many countries of Europe had not yet become Christian, and so those Indians who trace their Christianity to him have a longer history and a higher ancestry than that of Christianity of many of the European Countries. (Prasad, quoted in Moffett, 1992: 24)
This chapter contains a historical background to Indian televangelism by presenting an overview of issues in the history of missions and the ...