McDonaldisation, Masala McGospel and Om Economics

Last updated

McDonaldisation, Masala McGospel and Om Economics is a book on the phenomenon of Christian televangelism in early 21st century urban India. The book was written in 2010 by Jonathan D. James of Edith Cowan University in Australia.

Contents

Overview

The book discusses religion in a transnational, global context and is based on a three years ethnographic study of Church and Hindu community leaders from India.

It compares televised religion to "McDonaldisation", which is the process by which society takes on the characteristics of the famous US fast-food restaurant, McDonald's. [1] James argues that global Christian television programs that are broadcast on Indian television without any editing are similar to the process of McDonaldisation which takes a 'one size fits all', standardized approach. [2]

The book also discusses the fusion between Indian and American televangelism, which he refers to as "Masala McGospel". [3] James does this by attempting a case study of a program produced by the Christian Broadcasting Network (CBN) India, entitled Solutions. Whilst the author's initial intention was to analyze Christian televangelism, James also discovered the prevalence of Hindu televangelism in India, which he refers to as ‘Om Economics’ because of the predominantly commercial nature of this phenomenon. [4]

James' study reveals that Christian televangelism in India (which comes in three varieties: global, local and 'glocal' [the fusion of Indian and US], is mainly produced by the Charismatic and neo-Pentecostal brands of Christianity rather than the 'mainline', established denominational churches (such as Anglican or Presbyterian. [5]

Globalization

McDonaldisation, Masala McGospel and Om Economics is unique in that it places televangelism and religion in the context of globalization. Media scholar Sukhmani Khorana reflects in her analysis, that the author is "cognizant of macro cultural dynamics" in borrowing terminology such as ‘border crossing’ and ‘border blurring’ that show the interplay of religion, nation and media. [6]

The author infers that Hindu televangelism has been helped by Christian televangelism in the sense that the rhetoric, techniques and style have been borrowed from Christian TV (mainly of the American, Charismatic variety) and taken on board in promoting Hindu practices on Indian television. [7] This leads to the idea that there are historical precedents as to how colonial Christianity has influenced Hinduism in various ways. [8]

Pradip Thomas singles out the sociologically grounded methodology of the study as one of the strengths of the book as the interviews with religious leaders "offer insights into their apprehensions, interpretations and understandings of televangelism". [9] Missiologist Roger Hedlund, in his assessment sees the major contribution of the study as the emphasis on the indigenization of Indian Christianity rather than the Americanization of the faith. [10]

Critical responses

Savio Abreu [11] and Rudolph Heredia [12] point out that the limited content analysis of TV programs and sampling of interviews prohibit this from being seen as an exhaustive and comprehensive study. Rajalakshimi Kannan questions the author's choice of the cities - Mumbai and Hyderabad where he conducted his interviews, pointing out that Mumbai is the headquarters for Hindu extremist groups and Hyderabad is a city with a large Muslim population and that if the studies were conducted in other cities, they may have revealed "significantly different" responses. [13] Robert Stephens is of the opinion that the author's motivation for the study is not merely historical or ethnographic, but rather in "rescuing the state of missionary work in South Asia". [14] Thomas cautions the reader from coming to the quick conclusion that television is the dominant means of evangelism in India today as televangelism's "ubiquity is not matched by its influence". [9] In a similar vein, Ahmad writing from a political science perspective, calls for more analysis as the study does not actually explore "the vested political and/or economic interests" of mediatized faith in India. [15]

Overall usefulness

Most scholars argue in the balance, that McDonaldisation, Masala McGospel and Om Economics is original and useful reading "for students of religion and culture in pluralist societies" [16] as well as "media personnel and academicians involved in religious media studies, sociology of media and sociology of religion". [11] Kannan indicates that the study is filled with "numerous directions in relation to further research on a topic to which little attention has generally been paid in the past". [13] Indian historian, Vincent Kumaradoss draws attention to James' unique and somewhat provocative assertions in the book such as the 'full circle accommodation' assertion, which explores the "inspirational linkages" of the two faiths - the idea that just as Hinduism earlier influenced aspects of Charismatic Christian practices, Charismatic theology is now returning to India, through the airwaves with increased intensity and even toxicity. [17] Khorana concludes her review with the following assessment: "[The Study] contributes significantly to cross-cultural religious studies and it can also serve as a useful model for examining the televisual presence of other non-Hindu faiths in India, and for considering how they interact with both the local Hindu mainstream and their global and diasporic arms". [6]

The author

James is an Adjunct Lecturer in media, culture, politics, and religion. [18]

James followed this book with Transnational Religious Movements: Faith's Flows which was published in 2017. [19] The book looks at how world religions have become involved with politics, economics and welfare.

James also edited and wrote the introductory chapter and conclusion to The Internet and the Google Age which was published in 2014. [20]

See also

Related Research Articles

Pentecostalism or classical Pentecostalism is a Protestant Charismatic Christian movement that emphasizes direct personal experience of God through baptism with the Holy Spirit. The term Pentecostal is derived from Pentecost, an event that commemorates the descent of the Holy Spirit upon the Apostles and other followers of Jesus Christ while they were in Jerusalem celebrating the Feast of Weeks, as described in the Acts of the Apostles.

<span class="mw-page-title-main">Televangelism</span> Use of radio and television to preach religion

Televangelism and occasionally termed radio evangelism or teleministry, denotes the utilization of media platforms, notably radio and television, for the marketing of religious messages, particularly Christianity.

Contemporary groups, collectively termed Hindu reform movements, reform Hinduism, neo-Hinduism, or Hindu revivalism, strive to introduce regeneration and reform to Hinduism, both in a religious or spiritual and in a societal sense. The movements started appearing during the Bengali Renaissance.

<span class="mw-page-title-main">Hinduism and other religions</span> Relationships between Hinduism and other religions

In the field of comparative religion, many scholars, academics, and religious figures have looked at the relationships between Hinduism and other religions.

Prosperity theology is a religious belief among some Charismatic Christians that financial blessing and physical well-being are always the will of God for them, and that faith, positive scriptural confession, and giving to charitable and religious causes will increase one's material wealth. Material and especially financial success is seen as an evidence of divine grace or favor and blessings.

<span class="mw-page-title-main">Devaki Jain</span> Indian economist (born 1933)

Devaki Jain is an Indian economist and writer, who has worked mainly in the field of feminist economics. In 2006 she was awarded the Padma Bhushan, the third-highest civilian award from Government of India, for her contribution to social justice and the empowerment of women.

Amiya Kumar Bagchi is an Indian political economist.

<span class="mw-page-title-main">Indian people</span> Citizens and nationals of India

Indian people or Indians are the citizens and nationals of the Republic of India. In 2022, the population of India stood at 1.4 billion people, of various ethnic groups. According to United Nations forecasts, India overtook China as the world's most populous country by the end of April 2023, containing 17.50 percent of the global population. In addition to the Indian population, the Indian overseas diaspora also boasts large numbers, particularly in the Arab states of the Persian Gulf, former British colonies, and the Western world.

<span class="mw-page-title-main">Christianity in Nepal</span>

Christianity is, according to the 2021 census, the fifth most practiced religion in Nepal, with 512,313 adherents or 1.8%, up from 2011 when there were 375,699 adherents or 1.4% of the population. Many informed observers have estimated that there are at least 1 million Nepali Christians. According to some Christian groups, there may be as many as 3 million Christians in Nepal, constituting up to 10% of the country's population. A report by Gordon Conwell Theological Seminary identified the Nepali church the fastest growing in the world. The vast majority of Nepali Christians are evangelical Protestants ; there is also a small Catholic population of roughly 10,000.

<span class="mw-page-title-main">Sanskar TV</span> Indian spiritual television channel

Sanskar TV is an Indian spiritual Television channel, based in Noida, India. Its programs feature to broadcasting on the Indian philosophy, religion, spiritual solidarity, and culture and focuses more on devotion than spiritualism. The channel started broadcasting in June 2000 and in 2004 The Tribune reported it to have been gaining popularity over the then dominated entertainment and news channels on Indian television.

<span class="mw-page-title-main">Koli Christians</span> Subgroup of the Koli caste in Konkan division of Maharashtra

Koli Christians are Koli people who profess Christianity in India, they are also a subgroup of the Bombay East Indians, who are the indigenous people of the Seven Islands of Bombay and the Bombay metropolitan area, which is now also called Mumbai (Bombay). The Koli Christians were of the Son Koli subcaste, before their conversion by the Portuguese from Brahmanism to Christianity, in the former Bom Bahia of Portuguese India. Christian Kolis are also known as Thankar and Gaonkar Kolis, they played an important role in building churches & convents in the northern Konkan division of present-day Maharashtra.

Duraisamy Geoffery Samuel Dhinakaran was an Indian evangelical preacher. He was the founder of Jesus Calls Prayer Tower and Karunya University.

<span class="mw-page-title-main">Rajiv Malhotra</span> Indian-American author (born 1950)

Rajiv Malhotra is an Indian-born American right-wing Hindu nationalist ideologue, author and the founder of Infinity Foundation, which focuses on Indic studies, and also funds projects such as Columbia University's project to translate the Tibetan Buddhist Tengyur.

Yisu Das Tiwari (1911–1997) was an Indian theologian and a leading participant in Hindu-Christian dialogue.

Hindu nationalism has been collectively referred to as the expression of social and political thought, based on the native spiritual and cultural traditions of the Indian subcontinent. "Hindu nationalism" is a simplistic translation of हिन्दू राष्ट्रवाद. It is better described as "Hindu polity".

<span class="mw-page-title-main">Heinrich von Stietencron</span> German Indologist (1933–2018)

Heinrich von Stietencron was a German Indologist. During his academic career, he was an emeritus professor and the chair of the Indology and Comparative Religion department at the University of Tübingen.

<span class="mw-page-title-main">Christophe Jaffrelot</span> French political scientist (born 1964)

Christophe Jaffrelot is a French political scientist and Indologist specialising in South Asia, particularly India and Pakistan. He is a professor of South Asian politics and history the Centre d'études et de recherches internationales (CERI) at Sciences Po (Paris), a professor of Indian Politics and Sociology at the King's India Institute (London), and a Research Director at the Centre national de la recherche scientifique (CNRS).

The Teape Lectures were established at Cambridge University in 1955. They form the major activity of the Teape Trust, created from an endowment made posthumously by William Marshall Teape. The object of the trust is 'The advancement of education by the provision of lectures on the relationship between Christian and Hindu thought and subject thereto the study of Christian and Hindu religious thought and the promotion of Christian-Hindu relations'.

<span class="mw-page-title-main">T. K. Oommen</span> Indian sociologist

Tharailath Koshy Oommen is an Indian sociologist, author, teacher, and Professor Emeritus at the Centre for the Study of Social Systems, Jawaharlal Nehru University. He was awarded Padma Bhushan, the third highest Indian civilian award in 2008 for his services to the fields of education and literature by the President of India.

Jesus Calls Prayer Tower is a global humanitarian, non profit, philanthropic and Christian ministry, founded by D.G.S. Dhinakaran and Paul Dhinakaran, headquartered in Chennai and having branches globally. The organization operates as a non-profit entity with a mission to provide comfort, peace, and healing through prayer. This mission is facilitated through channels including physical prayer towers, prayer outreaches, public meetings, television programs, and digital platforms.

References

  1. ↑ "McDonaldisation Masala McGospel Om Economics: Televangelism in Contemporary India". Sage Publications. Retrieved 28 January 2014.
  2. ↑ James, Jonathan (2010). McDonaldisation Masala McGospel Om Economics: Televangelism in Contemporary India. New Delhi: Sage Publications. pp. 25–36. ISBN   9788132104735.
  3. ↑ James, Jonathan (2010). McDonaldisation Masala McGospel Om Economics: Televangelism in Contemporary India. New Delhi: Sage Publications. p. 45. ISBN   9788132104735.
  4. ↑ James, Jonathan (2010). McDonaldisation Masala McGospel Om Economics: Televangelism in Contemporary India. New Delhi: Sage Publications. p. 98. ISBN   9788132104735.
  5. ↑ James, Jonathan (2010). McDonaldisation Masala McGospel Om Economics: Televangelsim in Contemporary India. New Delhi: Sage Publications. p. 102. ISBN   978-8132104735.
  6. 1 2 Khorana, Sukhmani (2011). "Book Review: Mc Donaldisation, Masala Mc Gospel and Om Economics: Televangelism in Contemporary India". Media International Australia. 139 (May): 170–171. doi:10.1177/1329878X1113900132. ISSN   1329-878X. S2CID   142777992.
  7. ↑ James, Jonathan (8 September 2010). McDonaldisation Masala McGospel Om Economics: Televangelism In Contemporary India. Sage Publications. pp. 99–101. ISBN   9788132104735.
  8. ↑ Balmer, Randall (2012). Journal of Intercultural Studies. 33 (4). Routledge: 469–471. ISSN   0725-6868.{{cite journal}}: Missing or empty |title= (help)
  9. 1 2 Thomas, Pradip (2011). "Book Reviews". Asian Journal of Communication. 21 (2): 217–220. doi:10.1080/01292986.2011.559037. ISSN   0129-2986. S2CID   218620713.
  10. ↑ Hedlund, Roger (2012). "Jonathan D. James, McDonaldisation, Masala McGospel & Om Economics: Televangelism in Contemporary India". Pneuma: The Journal of the Society for Pentecostal Studies . 34: 115–116. doi:10.1163/157007412X621815. ISBN   978-81-321-0473-5.
  11. 1 2 Abreu, Savio (2014). "Book Review: Jonathan James. 2010. McDonaldisation, Masala McGospel and Om Economics: Televangelism in Contemporary India". Contributions to Indian Sociology. 48 (1): 143–163. doi:10.1177/0069966713502432. S2CID   146987844.
  12. ↑ Heredia, Rudolf (2011). "Televangelism and Popular Religiosity". ESocialSciences (August). Retrieved 28 January 2014.
  13. 1 2 Kannan, Rajalakshmi (2011). Literature and Theology. May 2011. Oxford University Press: 1–3. doi:10.1093/litthe/frro19 (inactive 1 November 2024).{{cite journal}}: Missing or empty |title= (help)CS1 maint: DOI inactive as of November 2024 (link)
  14. ↑ Stephens, Robert (2012). "Jonathan D. James. McDonaldisation, Masala McGospel and Om Economics: Televangelism in Contemporary India. New Delhi: Sage Publications. 2010". Journal of International and Global Studies. 3 (2). Lindenwood University: 133–137. doi:10.62608/2158-0669.1107. ISSN   2158-0669.
  15. ↑ Ahmad, Riaz (2011). "Jonathan D. James, McDonaldisation, Masala McGospel and Om Economics: Televangelism in Contemporary India, New Delhi, Sage, 2010, pp. Xxiii+234, Rs 595". Social Change. 41 (1): 173–175. doi:10.1177/004908571104100110. S2CID   144774767.
  16. ↑ Athyal, Jesudas (2012). "Book Review: Mc Donaldisation, Masala Mc Gospel, and Om Economics: Televangelism in Contemporary India". International Bulletin of Missionary Research. 36 (1). Overseas Ministries Study Center: 48–49. doi:10.1177/239693931203600128. ISSN   0272-6122. S2CID   149069529.
  17. ↑ Kumaradoss, Vincent (2011). "From a Cultural Standpoint". The Book Review. XXXV (7). The Book Review Literary Trust. Retrieved 28 January 2014.
  18. ↑ "Jonathan D James". The Conversation . 13 November 2016. Archived from the original on 2023-03-08.
  19. ↑ Waterstones website
  20. ↑ Edith Cowan University website
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.