Monday, July 19, 2010

"McDonaldisation, Masala McGospel and Om Economics"

Not Japan (or even Germany) related, but some interesting visual anthropology and globalization stuff...

Announcement from H-ASIA, Member's publication:

Jonathan D James, McDonaldisation, Masala McGospel and Om Economics: Televangelism in contemporary India. (New Delhi, Sage Publications, August 2010), ISBN: 978-813-210473-5, Hardback, 268 pages.

The book takes the American phenomenon of televangelism out of its usual context into India and seeks to understand its outworking in a new historical, cultural, religious, political, and economic setting. The Indian Government's open policy on satellite television is attracting a plethora of American-based television ministries (especially the Charismatic brand of Christianity).

The book, based on an ethnographic study of Church and Hindu community leaders from India likens global televangelism to 'McDonaldisation', because of its standardized, "one size fits all" approach. 'Glocal' televangelism, the fusion of American and Indian televangelism, is referred to as 'Masala McGospel,' because the Indian elements in the programs are overshadowed by the American grammar and logic of global televangelism. Hindu televangelism, a relatively new phenomenon, is also creating a disjunction because of the blending of New Age spirituality with the Charismatic (American) marketing and commercial techniques.

For more information:

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