• ISBN13: 9788126938698
• Binding: Hardcover
• Subject: Economics
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: Atlantic Publishers & Distributors (P) Ltd
• Publication Date: December 11, 2024
• Pages: 260
• Original Price: 1195.0 INR
• Language: English
• Edition: N/A
• Item Weight: 560 grams

McDonaldisation, Masala McGospel and Om Economics looks at religion in a transnational and global context and presents a systematic account of the methods undertaken by modern-day missionaries who are assisted by satellite and digital technology.

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 ‘McDonaldisation’ because of its standardised, ‘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 programmes 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 revered ancient scriptures, making them subservient to the modern-day aspirations of globalisation and consumerism.