• 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.

Interpreting Charismatic Televangelism: Hindu Leaders and the Contested Nation
Interpreting charismatic televangelism: Hindu leaders and the contested nation

American recording artist Ray Stevens (1987) sings a song about televangelists entitled Would Jesus Wear a Rolex:1

Woke up this morning' turned on my TV set

There in livin' color was somethin' I can't forget

This man was preaching' at me¨yeah¨layin' on the charm

Asking me for 20 with 10,000 on his arm

He wore designer clothing and a big smile on his face

Selling me salvation while they sang Amazing Grace

Asking me for money when he had all the signs of wealth

Almost wrote a check out… yeah…then I asked myself

Would He wear a pinky ring, would he drive a fancy car

Would His wife wear furs and diamonds, would His dressing room have a ...

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