• 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 Mediation of Charismatic Televangelism1
The mediation of charismatic televangelism

The 1937 coronation ceremony of George VI at the Westminster Abbey in England, was broadcast on radio by the British Broadcasting Corporation (BBC). The coverage was done simply by a reporter who worked with his equipment behind the scenes in a tiny room ‘without intruding into the service’ (Hoover and Lundby, 1997: 302). Although television technology was available to telecast the coronation, no TV cameras were allowed for this sacred event.

In contrast to this, Queen Elizabeth's coronation in 1953 was, after ‘considerable discussion and restriction’ opened to television (Hoover and Lundby, 1997: 302). Thus within 16 years, former fears that television would desacralise such an event had given way to the belief that television would portray ...

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