McDonaldisation, Masala McGospel and Om Economics: Televangelism in Contemporary India. By Jonathan D. James.

Abstract

In India, where there is general appreciation of Western and especially American culture thanks to globalisation, religion (Hinduism, in particular) is perceived to represent Indian culture and so the preference is for it not to indicate any western influence. Jonathan D. James illustrates this well in his book McDonaldisation, Masala McGospel and Om Economics: Televangelism in Contemporary India. The book is a study of Charismatic Christianity preached by televangelists in India, and the author uses a range of methodologies such as thematic content analysis, ethnography, survey and interviews to do this. India is known for its religious pluralism, rightly illustrated by one of the author's interviewees who says the country has a Sikh Prime Minister, a Muslim President (when the research was conducted; India's current President was a woman and a Hindu), and an Italian-born Catholic woman who heads the ruling party (Indian National Congress). Yet, such religious tolerance does not translate into Indians’ day-to-day lives; widespread communal riots between Hindus and Muslims have been reported in the past. But, then again one can also see Hindu mothers with their children in front of the mosques waiting to be blessed by the Imams, because it is believed that Imam's blessings cure diseases.