• 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.

The Construction of Charismatic Televangelism in India1
The construction of charismatic televangelism in India

The West's military victory during the Gulf war in 1990 also brought about another major victory in the global world of satellite technology in India. This was the period when CNN, Star, ATN, BBC and other media giants were busy establishing a beachhead in the Indian airwaves. It was the reporting of the news of the war that first opened the doors of satellite television to India. CNN delivered hourly updates and insights of the US-led allied war against Iraq's Saddam Hussein. Prior to this, Indian viewers were only exposed to Doordarshan, the national government-owned television station, whose daily fare consisted of largely educational and non-commercial programmes with a heavy focus on ...

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