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Book Reviews / Pneuma 34 ( 2012 ) 95-159 115 Jonathan D. James, McDonaldisation, Masala McGospel & Om Economics: Televangelism in Contemporary India (New Delhi: SAGE Publications. 2010). xxvii + 232 pp., $39.95 hardback. ISBN 978-81-321-0473-5. Global Charismatic television has had an indelible impact upon both Protestant Christian- ity and the Hindu community in India. This book’s catchy title need not detract from the scholarly focus of a serious study. The author’s observation of the changing style and sub- stance of Christian ministry in India leads him to conclude that Christianity in India may never be the same. American televangelism has been imported — most notably by Benny Hinn, but also others — without adaptation or contextualization. Protestant missionaries of the past such as Ziegenbalg at Tranquebar and William Carey at Serampore respected the local cultures and followed an indigenous approach. By way of contrast, “McDonaldisation” and “Masala McGospel” describe the Americanisation of Indian Christianity through televi- sion. Today’s televangelists are the descendants of American revivalists of the past — e.g., Charles Finney, Dwight Moody, Billy Sunday — but demonstrate a lack of sensitivity to Indian cultural and social norms. What are the implications? James’ research reveals that
Pneuma – Brill
Published: Jan 1, 2012
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